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If I get another email from a company talking about their COVID-19 policy, I might freak. So many companies talk about the importance of email marketing, but many just miss the mark and this pandemic is just another example of corporations leaving me with a bad taste of their brand. That was until recently when I saw this tweet talking about Jeni’s Ice Cream. (I attached the image below)

Bam! Jeni’s nailed it. This is a memorable email that leaves me with a positive brand experience. So many people forget that marketing campaigns such as email marketing aren’t just about statistics like open rates, but also about creating positive brand interactions. Sometimes brands need to step back from their KPIs and ask how can I make my customer happy?

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