After over 3 months of lockdown many businesses are starting to re-open their doors to the public. With high percentage of people opting to still stay at home due to numerous worries, the hospitality, cultural and businesses sectors are having to work extremely hard to reassure their commitment to customer and employee safety.

Brands are turning to email again to ensure the message comes across loud and clear. This is absolutely crucial to driving footfall at at time when many sectors are in dire need of support.

Here’s 9 brands that are getting it right and standing out in our inboxes right now. Don’t miss our recommendations at the end of the brand emails!

The Ivy

What we love: – The Ivy email is clearly on brand and gives a lot of space to entice the reader back to the restaurant. We like the clarity and the space the health and safety statement is given. The Health and Safety landing page is clear and easy to understand, it not only talks about what the restaurant is doing but also how the consumer can make sure they play their part too.

The landing page

Cineworld

What we love:- We love that Cineworld is clearly addressing the questions its audience has over safety. The use of icons and imagery makes it really clear as you scan the email.

Restaurant Story

What we love:- We love the personal letter from Tom Sellers, the brains and curator of Restaurant Story. The letter is extremely on brand with the restaurant and the personal touches you get from Tom when you visit the restaurant. We like that they have included their Health and Safety measures using clear points within the email, rather than making the customer click through to read more.

                       

Tiso

What we love:- If you love the great outdoors then you’ll love the imagery used here. And if you are fan of the Tiso brand, you will be certainly watching the video from Chris Tiso talking about how they’re keeping their customers and employees safe as they open up their doors again.

RA

What we love:- Although possibly a bit long, we love the depth of detail the Royal Academy has put into the notifications. This gives the consumer a clear understanding of how to interact with their galleries and museums going forward. We love how they are prioritising friends first too – a key move to keep their most loyal customers engaged.

Etc venues

What we love:- Live events and workshops have really ground to a halt during the pandemic. Convincing the corporate world to go back to events and event spaces may be more difficult than convincing the public to go to back to their favourite restaurant or to shop in-store, especially as online events have been so popular. Etc.venues needs to work extra hard! We love the fun tone of their emails and how they have engaged their readers at a time when they could have stopped communicating. The use of imagery and detail to articulate their commitment to the safety of their customers and employees has clarity.

Cliveden

What we love:- Similar to Restaurant Story the letter style of this email is very on brand. It has the personal touch of a message from the General Manager, similar to what you would experience at their venue. Cliveden has gone above and beyond to ensure their home away from home is safe for everyone. They have even created a full document that is easily downloadable for everyone to read. For some brands this would be too much, but Cliveden understand their customer and know this is is the best way to articulate their position on health and safety.

Landing page

Givenchy

What we love:- We love the clarity of this email, the message leads with safety. We love the clarity of the imagery used, which is scanable and easy to understand at a glance.

Space NK

What we love:- Similar to Givenchy, Space NK are leading with ensuring that their customers know what they are doing to ensure their safety. Clear imagery and short accompanying text means the message is easy to read and understand in a snapshot.

Our recommendations

We recommend that brands do the following, to ensure consumers feel safe:-

  • Send several emails over the next few weeks to continue reassuring their audiences, one email isn’t enough
  • Make sure websites are updated with notifications
  • Update headers or footers of emails so there is always a reference point if people need it
  • Update your Welcome series, ensure you get these messages across to your newest most engaged audiences