Good (Crisis) Email Templates Effective Communication in Challenging Times
During the current crisis, how can you make your customer communications effective, balancing business objectives with empathy, authenticity, and value for the recipient?
Get started with 5 email examples below. Want even more? Download the full resource and get 14 additional crisis email examples, a list of the best crisis related subject lines, and an actionable email checklist.
Why it works:
Even though this is a cold email, the first paragraph conveys genuine empathy and acknowledges the fact that this is a sensitive time for everyone.
At the same time, this email addresses a well-known problem now facing the industry: the sudden move to remote work.
Finally, it moves logically from that problem to how their platform is built to help companies who are moving to remote work. It quickly highlights the features of their product, focusing on the benefits, and asks directly if the reader is looking for this kind of solution. This email works because it feels like it was written just for that individual recipient.
How to do it:
Be a real human: acknowledge that this isn’t the best time for everyone
Focus on solving the problems that your prospects are facing right now
Don’t use your email to sell your product: instead, use it to offer the help your prospects need
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30 minutes
First and foremost, I hope you, your family, and your employees are staying safe during this time of uncertainty. While I’m part of an outreach team here at OrgLynx, I am a family member first and fully recognize this is a sensitive time for everyone. Unfortunately, organizations are being forced to confront the quick and drastic change of the workforce shifting to working remotely. Although remote work is nothing new, having the majority (if not all) employees working remotely is a new development with its own set of challenges. Here at OrgLynx, we’re looking to help anywhere we can during this time with our expertise in remote workforces. For years, leading companies have been using OrgLynx’s software to help connect remote workforces, develop remote employees and build a remote culture. Our platform helps companies and employees succeed by focusing on: * Connecting remote teams * Virtual learning and development * Employee engagement activities * Interaction and gamification * Software accessible anywhere * Turn key solutions Are you currently looking to help engage and connect your remote workforce?
2. Canva
Subject: COVID-19: Share the facts.
Why it works:
Canva is a design app, and its customers use the app to create social posts. While this has absolutely nothing to do with the health industry, Canva built an email that not only helps stop the spread of misinformation: it builds a sense of community with their users as they ask for help to share facts instead of fake news.
On top of that, this email and its message help customers feel useful as they become part of an effort to share facts online. And in a time when we all feel a bit helpless, feeling useful is a powerful motivator.
The end result: Canva’s community is strengthened, they’re contributing to the sharing of coronavirus facts (not fiction), and they’re getting people to use their product.
How to do it:
Build a sense of community by acknowledging we’re all in this together
Find ways to work with your customers and prospects in this difficult time
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30 minutes
Help spread facts: The impact of the new coronavirus disease, COVID-19, is being felt all over the world. With lots of information being rolled out, it’s important to receive and share accurate information, so that you can take the necessary steps to keep yourself and those around you safe. We believe we are better when we work together. That’s why we have designed a range of social media posts and poster templates to help our community share accurate information from the World Health Organization. #stopthespread with these handy tips. Follow these tips from the World Health Organization to keep yourself safe and help contain the spread of the virus. 1. Wash your hands with soap and water for 20 seconds. 2. Avoid touching your face, eyes, mouth, and nose. 3. Avoid contact with people who are vulnerable. And if you can’t, wear a mask. 4. Cover your cough with the bend of your elbow. 5. Disinfect surfaces you regularly use. 6. If you feel unwell, stay at home and call your healthcare provider. 7. Only share information from trusted sources.
Download Good Crisis Email Templates
The free download includes 12 email examples you can easily recreate, a list of the best crisis related subject lines, and a handy email checklist to ensure your sends are most effective.
Why it works:
This is a very candid, human approach to addressing the COVID-19 crisis. The founder of Slidebean approaches you in a very transparent way, acknowledging his own fears and concerns.
But this isn’t just another generic ‘We’re here for you’ email. Caya dives into good news, focuses on the future, and provides real value for the reader right now. This email isn’t trying to sell you anything. That said, I’m sure it will result in new sales for Slidebean because they’re doing more than just saying they’re here to help: they’re actually providing that help right here, right now.
How to do it:
Be transparent in your communication
Add a personal touch
Empathize with your customers and prospect
Don’t just say ‘we’re here for you’: prove it by providing real value
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30 minutes
As a founder, I’ve spent the last few days worried, concerned and scared about what’s to come. It took me a couple of weeks, Amy, but as soon as I was able to catch my breath, my brain went into production mode. First, some good news, Economic downturns are also accompanied by opportunities. In our case, as entrepreneurs, we are the ones who need to prepare to kickstart the world economy after this is over. Even in the dark days of the 2009 financial crisis, Seed and Series A funding continued to happen at a similar rate. The sooner we can accept this new normal, the sooner the world will continue moving. We will get over this. Excluding a few industries, I expect things should begin normalizing after the most intense news cycle passes (1-2 weeks hopefully). This will be the new normal and we will learn to live with it. What we can do to help, As a company, we are incredibly lucky to be in a space that doesn’t stop moving. Entrepreneurs understand remote work, they are going to keep innovating regardless of the circumstances, and we want to be an aid, rather than an obstacle. One of the biggest struggles for me has been isolation. I miss conversations with fellow founders, so we’ve decided to launch a new (free) initiative called Startup Cafe. It’s a new channel on our Discord server for founders to a dose of human contact through their days. To me, hearing the stories and the hacks that other founders are using to overcome their challenges is the best inspiration to keep moving forward. We’re delighted to have the opportunity to host such a space. In regards to the product, we are waiving our extra users fees for the months to come. That means that the entire company can now share the Slidebean features at no extra cost. We also made a video with a few tips: https://www.youtube.com/watch?v=-OEB_4h62To
4. Airbnb
Subject: Coronavirus update: Changes to coverage under our extenuating circumstances policy
Why it works:
Every business is experiencing changes during this time, but not all of them are clearly communicating those changes to their customers. That’s why this email from Airbnb stands out: the changes are explained clearly, and both hosts and guests have their questions answered.
At the same time, they also provide a link where people can go for the latest updates on the situation.
This email also provides the right amount of empathy while staying on-topic. If you need to communicate changes to your customers, it’s important to be clear and stay on-topic.
How to do it:
Use clear, simple language to explain changes to your business or operations
Use bold headings and bullet points to mark important information
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30 minutes
More information is coming out about the coronavirus (COVID-19) every day, and the situation is changing rapidly. We understand this is a challenging time for hosts in our community—beyond the disruptions to your everyday life, we’ve heard from many of you about how COVID-19 is impacting your hosting business. Last week, we reached out with an explanation of our extenuating circumstances policy, which allows hosts and guests to cancel eligible reservations in certain circumstances without charges. We’re following up to let you know that our extenuating circumstances policy will now be applied to eligible reservations for stays and Airbnb Experiences in the U.S. booked on or before March 13, 2020, with a check-in date of April 1, 2020 or earlier. What you need to know: Eligible active or upcoming reservations can be canceled without charges, including: Guests who are travelling to or within the U.S. Hosts who are hosting in the U.S. What happens after a reservation like this is canceled? The guest will receive a full refund (including any fees) Hosts won’t incur any cancellation fees Hosts can accept new reservations for those dates Superhost status will not be affected The safety and well-being of our global community are our top priority, and we’re committed to keeping you informed as the situation evolves. We’ll continue to follow the recommendations of governmental and health authorities, and we’ll be sending updates as we have them—in the meantime, you can visit Airbnb.com/COVID19 for the latest news and guidance.
Download Good Crisis Email Templates
The free download includes 12 email examples you can easily recreate, a list of the best crisis related subject lines, and a handy email checklist to ensure your sends are most effective.
Why it works:
This email also addresses a relevant need for Noom’s customer base, but not the need you might automatically think about.
Noom is a health and weight loss app that helps its customers develop healthy habits. But instead of focusing on weight loss and dieting, this email is focused on the mental health needs of their customers.
This unusual approach makes Noom’s email stand out from the crowd. Also, since the app is built around a community of people working towards a common goal (weight loss), the subject line is sweet and makes users feel like they’re part of something bigger.
How to do it:
Don’t forget about the less obvious needs of your customers
Develop empathy and provide relevant help
Remember that your product isn’t the star of this show: your customers are
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30 minutes
Between the coronavirus outbreak, Nashville’s tornado, and everything else going on (seen and unseen), we want to acknowledge the hardship and uncertainty that has impacted every member of our Noomily. With all the information that’s been thrown our way, we’ve found ourselves so preoccupied that we’ve neglected our mental and emotional health. So we’re reaching out to acknowledge the fear, stress, anxiety, pain, and suffering in and around all of us, and extend a big, Noomy virtual hug. We really hope you can make time amidst everything you’re experiencing to take care of yourself, and give yourself and your fellow humans a little extra love, kindness, and grace. Here are 5 things that you can do right now to prioritize your mental and emotional health:
Breathe: Take a deep breath and sigh it out (yes, make noise!) to release tension in your body. Give yourself a hug: Wrap our arms around your shoulders and squeeze tightly. Seriously, it works! Let it out: Spend a few minutes getting your thoughts and feelings on paper to clear your mind and make space for love and positivity. Tell yourself you’ve got this: Have a go-to affirmation that you can tell yourself when you’re struggling. Something like “I’m safe” or “I’m doing the best I can.” Set boundaries: For most, the fear, stress, and anxiety produced by the current state of affairs will be worse than any infection they get. So pay attention to how the news you consume, the people you talk to, and the thoughts and feelings you have impact your sense of well-being. Set boundaries to protect your spirit. Last but not least, we want to remind you that you’re not alone. We’re always here for you. You and your loved ones are in our thoughts!