When Brands are considerate…

• Date – 8th March 2020
• Brand – Odeon Cinemas
• Date – 9th March 2020
• Brand – The Daily Telegraph

An explanation

Data segmentation and targeting can be a bit of a mindfield sometimes. You never quite know 100% if the people you are contacting will be happy, sad, pleased or offended by your communications. You can take a risk based approach to come up with a plan, but you can never be fully sure.

So when it comes to marketing sensitive subjects, sometimes it is safer to preempt the risk.

This is what both Odeon Cinemas and the Daily Telegraph have done on this occasion.

Personally, this author has no issue with Mother’s Day emails (and at this moment mine is very much still alive & kicking), but every year there are people struggling to cope with the loss of a loved one who might not want to be reminded of this day.

So it’s an unique and nice touch for brands to start sending out an early email offering a supportive hand and asking about this level of marketing.

It will be interesting to see if this is the start of a whole new trend, or just an one off, but for now I applaud both these brands for their thinking.

• Subject Line – Don’t want to receive Mother’s Day emails
• Snippet – We understand…
• From – ODEON Cinemas<odeoncinemas@e-mail.odeon.co.uk>

• Subject Line – Would you rather not hear about our Mother’s Day offers?
• Snippet – If this is a difficult time for you, please let us know
• From – The Telegraph <thetelegraph@email3.telegraph.co.uk>

When Brexit can be funny…

• Date – 31st January 2020 [a long delay I know]
• Brand – Eurostar

An explanation

So at the end of January 2020, Brexit finally happened. In between the rejoicing on one hand and the sorrow on the other, some brands took the time to embrace the event from a marketing perspective to add a bit of humour.

Eurostar were the best at this, and in this instance, content was most definitely kind.

• Subject Line – Get back into Europe with Eurostar
• From – Eurostar <explore@e.eurostar.com>