Hurricane Messaging

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Brand Name:

Subject Line:

We're Here to Help You Recover

Critique:

Home Depot gets right to the heart of the aftermath of Super Storm Sandy – rebuilding. While the home improvement retailer doesn’t mention the storm by name, its intentions are clear. The creative speaks volumes and demonstrates strength. The inclusion of messaging around Home Depot’s installation services is smart and helpful to end users.

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Brand Name:

Subject Line:

To our customers in the Tri-State

Critique:

It’s important to empathize with your customers during a time of crisis. And Chase does a superb job marketing to customers in the days following Super Storm Sandy. This letter-form email, one of three from Chase, engages customers and offers value. It not only extends fee waivers, but it details ways customers can access funds through mobile devices, smartly understanding that several customers could be without electricity. What makes this email powerful is Chase’s decision to donate money toward relief efforts. This email shows that this marketer isn’t just concerned about the bottom line.

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Industry:

Subject Line:

Left behind...but not for long!

Critique:

In any disaster, safety comes first. And that includes animals for the American Humane Association. The catchy subject line prompts subscribers to read more. The creative is truly genius. It tugs on your heart strings and makes that emotional appeal to persuade recipients to make a donation. (How could you not?) This is one of several donation emails design to support relief efforts for Hurricane Sandy.

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Brand Name:

Subject Line:

A message for our customers

Critique:

Oscar de la Renta took a slightly different approach with its Hurricane Sandy messaging. In this business-like email, the retailer took time to wish its customers well and to update them on potential shipping delays and website issues. It’s helpful because it tells customers how to obtain immediate assistance and reinforces its commitment to offer great service. That’s one brand that knows about the importance of its customers and their experience, especially during a difficult situation.

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Brand Name:

Subject Line:

A message for our customers...

Critique:

J.Crew joins the ranks of some other great marketers that show solidarity in its commitment to its customers. This post-Sandy email acknowledges the hardship that the storm created, not only for customers, but also for its business operations. Customers impacted by the storm would likely find this email particularly useful on their mobile device. J.Crew makes things easy by providing a 1-800 number for subscribers to call for information. That's smart marketing.

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Brand Name:

Subject Line:

From our community to yours...

Critique:

There’s nothing like a 1:1 email. And West Elm does a nice job of accomplishing that goal. West Elm used its personal connections to New York City to send this targeted email to New York-area subscribers to express care and concern to those impacted by Hurricane Sandy. It also explains how subscribers can contact the brand with any concerns or questions. The message shows that West Elm cares about its customers. That means a lot. While the email creatively doesn’t do much, the copy is stunning.

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Brand Name:

Industry:

Subject Line:

Join us in raising $1 million for Hurricane Sandy relief efforts

Critique:

As marketers shift from hurricane preparations to cleanup efforts with business operations and deliveries, more and more retailers are sending philanthropic messages to support relief efforts. Macy’s is no exception. The retailer dedicates this email to a worthy cause with a mission to raise up to $1 million (one of the largest intended donations) for The American Red Cross. The customer buy-in is modest (just $1). The large call-to-action nicely directs subscribers. Macy’s smartly moved its standard promotional messaging to the bottom of the email so it doesn’t detract from the cause marketing goal.
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Brand Name:

Subject Line:

Sandy: A Post-Hurricane Update

Critique:

Tablet Hotels shows its commitment to its customers, even during a hurricane. The hotel chain sent this timely message to support subscribers and explain how it remains committed to guests, despite its own storm-related challenges. What makes the email particularly enjoyable is that Tablet includes a link for guests to receive updated information and offers ways they can assist with recovery efforts. That is a welcomed approach that should help strengthen the brand’s relationships with customers.

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Brand Name:

Subject Line:

A message for our customers…

Critique:

Marketers based in New York truly felt the brunt of the impact of Hurricane Sandy. And this email from Cole Haan really drives that home. The tone of the email illustrates the compassion the retailer feels for its customers and its own employees who might have been affected by the storm. That is a nice touch. The creative is brilliant and adds some pizazz to the email. This helpful message updates customers on Cole Haan’s own storm impact and offers a 1-800 number for assistance. There’s not much more you could ask for here.

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Brand Name:

Industry:

Subject Line:

A note from our CEO about Hurricane Sandy.

Critique:

Philanthropic efforts take center stage for Rue La La. The retailer sent this compassionate email to subscribers following the devastation caused by Hurricane Sandy. The copy is impactful and heartfelt. Like other marketers, Rue La La crafted a cause marketing message to offer storm relief to benefit the American Red Cross. This email shows how the retail understands the hardships and acknowledges the long recovery ahead. It’s great when a brand “gets real.” It helps break down the corporate walls and shows customers that some companies care far more than just about their ROI.

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