Andrea Vargas

April 6, 2020

FM 4331

Email Brand Messaging

The brands provided in the PowerPoint are each resembling similar messages. Each is
reaching out to their consumers via email to reassure them they are fully aware of what’s happening
today with COVID-19.

DSW is notifying their customers that their safety and health is their top priority and will be
temporarily closing stores starting March 17. They are also offering free shipping, 20% off on any
online purchases, and 4x points for exclusive VIP members. They hope to keep their target customers
in the loop and still maintain sales.

Walmart is responding by offering convenient ways for their customers to shop. The message
Walmart sent out is explaining how they will be opening more Grocery Pickup locations, making it
accessible without any hassle or fees.

Anthropologie is replying by being mindful of their consumers in this time of need. In their
email, they created a mood board with products listed to help manage their time. By doing so, they
are as well offering free shipping on orders of $50 or more. In result, they hope to bring comfort to
their community and maintain sales.

Free People is reaching out in a very dynamic manner. Their email wasn’t one to promote
sales but to help their consumers cope with staying home. They provided a mood board, like
Anthropologie, but included much more like recipes, workouts, and other activities to do with some
of their products. Along with that, they are also including free shipping on all online orders and
express shipping on mobile orders, convenient!

Everlane is responding by reassuring its consumers and community that they are there for
each other. Their theme is about giving back to the community in such a time of need. Everlane will
be offering weekly promotions every Monday, something that isn’t done often ever, making it
affordable for their target customer to shop even more.

Lucky Brand is focusing on the bright side of this proactive change. Their email is promoting
a “Stay-cay” with inspiring content using various products. With hoping to get their consumers to
buy comforters, hoodies, and at-home shirts, they are also offering a special friends and family 40%
off sale. They strive to keep their consumers at home shopping till they sleep.

Oriental Trading is absolutely thriving. They’re taking advantage of this “stuck at home”
movement with promoting all their creative supplies and crafts for kids. The message they are
representing is to “Beat Boredom”. With offering free shipping on orders of $39+, they strive to get
parents into buying activities for their children.

Old Navy is responding alike to other brands on this PowerPoint. Their theme is based on
staying home in complete comfort. Old Navy is mainly promoting its fleece material products, which
provides the most comfort. By advertising free shipping on orders of $25+ and a 10% off coupon
code, they’re trying to maintain sales and customer connection.

Costco isn’t so much responding to the COVID-19 messaging. Although they are taking
advantage of more online shoppers with promoting deals and promotions, I’m not getting any
customer consideration. Their overall objective is to get their consumers to shop more online.

My favorite out of all the brands above would have to be Free People. They were not only
advertising their products but took in mind about their consumers’ time at home. Providing recipes,
workouts, and a bunch more hobbies were useful. Having their consumers look at how their products
can be used is an effective strategy to get more sales in.