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It’s Anna from Selzy here — and I have bad news.
So far, 2025 brought more than sunshine: US tariffs shook up pricing, consumers got anxious, and the ongoing court “will-they-won’t-they” drama only added fuel. Email marketers became the bearers of bad news — again. Not the first time, not the last. But every crisis is a classroom, right?
Here’s what brands — and science — can teach us about writing emails when the market goes south:
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Be clear and grounded. Describe the problem, the current solution, what comes next, and when. A lot of brands switched to plain-text email updates to reassure customers. Aloha did this well: clear message and language. Aventon… not so much. Don’t repeat the mistake: your emails are not press releases.
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Use limited quantity, not just urgency. Science hack: scarcity increases perceived value — and product-based scarcity beats countdown timers. Add “Only 4 left in stock” to your “Hurry before tariffs hit!” Whatever the crisis, the principle holds. Explore Scientifc has pretty interesting example: not a ticking time bomb, but clear message.
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Be empathetic — but don’t drown in it. Fear, regret, and shame can save sales — or drown them. So, keep your message human, steady, warm, and risk-free.
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Highlight stability. Brands that manufacture in the US used tariff drama to their advantage. Wuffes nailed this — reminding customers that “Made here” means reliable delivery and no surprise costs. Sugar Baby can hold it’s own masterclass.
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Your turn: Have you ever played the “Mr./Mrs. Bad News” role in your emails? What’s the biggest lesson you’ve learned during a campaign crisis? Just reply to this email — I read every one!
While you're thinking…
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Selzy is here, no matter the chaos | | | |
