A study analysed hundreds of B2C emails and discovered brands are aiming to showcase empathy in the email campaigns. Google rolled out a re-designed compose button to its Gmail app for Android as well as ‘dark mode’ for iOS.
“There’s no ultimate formula for the perfect email. Creating authentic, personalised and honest content is your best strategy.” – EmailOut
In this article, we’ll cover the following email industry news:
- Brands aim to showcase empathy in emails [study]
- Gmail with a new compose button and ‘dark mode’ for mobile
Let’s dive in.
Brands Strive To Show Empathy In Their Emails
Since the COVID-19 pandemic, the way brands communicate with customers has changed drastically. The latest marketing buzzword – empathy.
According to a recent study, brands are aiming at showcasing they do have empathy using the most popular communication channel with an ROI of 42:1 – email.
The study analysed hundreds of B2C emails that have been sent from mid-March to mid-May and discovered that a third of the emails offered free or discounted services thus creating a “packaged empathy”. Additionally, the study also discovered a comforting and empathetic language across all email campaigns that were analysed.
25% of emails analysed in the study contained terms like “home” or “indoors” which reflects on the work-from-home situation as well as social isolation. 16% emphasised on the trouble of “current times”. In addition, 20% of email campaigns utilised words such as “together” and “community” in order to create a sense of “togetherness” amongst both customers and businesses. 13% of email campaigns wished the recipients “to be safe” and another 10% emphasised on “comfort”.
Based on the study, the average subject lines’ wordcount was six words, with others using around 14 words. A lot of the subject lines contained upbeat language.
Ever since the COVID-19 mayhem started, a lot of businesses had to reevaluate their marketing materials. However, this “love”, “we are all in this together” vibe will not last forever.
Customers are already showing signs of getting tired and weary by the “all in this together” stories and will certainly look for more than just a “packaged empathy” to keep supporting their favourite businesses.
Gmail’s New Compose Button & ‘Dark Mode’ For iOS
Google rolled out a new update to Gmail for Android – a new compose button.
You do recall the old colourful ‘+’ icon, right? Well, the latest update has a new oval-shaped ‘compose’ button that also includes a pencil icon.
The re-designed compose button will change to a pencil icon whilst the users are scrolling.
As much as this is just a minor tweak, the new button will help people unfamiliar with Gmail (are there such people?) to identify where to click to quickly create an email.
Considering that Google more often than not follows the same design across its Gmail for Android and Web, we wouldn’t be surprised if we see this new compose button design makes its way to Gmail web.
In addition to the new compose button, Google has also – finally – rolled out its Gmail ‘dark mode’ feature on iPhone and iPad. Initially, the company announced the ‘dark mode’ feature back in 2019. However, it was struggling to have a stable roll out. But, it seems Google has managed to fix any inconsistent functionalities and users can now have access to this feature with the new iOS 13 update.
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source https://www.reddit.com/r/Emailmarketing/comments/h9cj0i/businesses_empathy_in_emails_gmails_new_compose/
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