Why Every Brand You’ve Ever Bought Something From Is Sending You Coronavirus Emails
From policy updates to BFF hug-letters, brands have responded to COVID-19 by flooding your inbox. Here’s what they need to do to be smarter about their emails moving forward.
By Jeff Beer
Americans are still only in the first week of expanded response to the coronavirus crisis: the social distancing, the working from home, the toilet paper memes.
As our everyday routines became disrupted, so, too, were the wheels of commerce, resulting in unprecedented closures, layoffs — and a tidal wave of automated emails from every single company you’ve ever bought anything from in the history of your life.
The Three Tiers of Brand Coronavirus Emails
There seems to be three tiers of brand emails at this point. First, the service message. This is the most important and helpful, the ones that inform us about a change in service, an updated policy, or a relevant discount. It’s the Gap telling you about store closures. It’s Geico suggesting its insurance customers use its app while assuring them the company is committed to “being responsive and flexible to our customers’…
