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Last week, as I was sipping my second coffee and gearing up to tackle a backlog of Q2 planning, a subject line popped into my inbox:

“Prices Are Going Up—Here’s Why.”

I clicked. Then clicked again. Then started forwarding them around like a meme on Slack. Turns out, a whole wave of brands—from pet food companies to car makers—were in full-blown email response mode after a new round of tariffs was suddenly announced.

Some were clever. Some were blunt. All of them had one thing in common: they moved fast.

It was one of those moments where email felt like a real-time conversation with customers, not just another item on the content calendar. And it reminded me—as marketers, we need more space to pivot.

Because tariffs won’t be the last curveball, whether it’s an unexpected policy change, a global event, or a cultural flashpoint, the brands that stay agile are the ones that show up when it matters.

In this post, we’re going to break down how marketers handled the so-called “tariff bomb,” what made those emails work, and how you can build more flexibility into your own email program—without sacrificing strategy or sanity.

Expect the Unexpected: Why Reactivity Matters

Here’s the thing: no matter how beautifully built your content calendar is—color-coded, templated, and planned to the pixel—life doesn’t care.

This week, it was tariffs. Next week, it might be a shipping strike, a viral TikTok trend, or a wild weather event that delays every order on your fulfillment map. These moments don’t check your schedule before showing up.

That’s why the best brands aren’t just good at planning—they’re ready to pivot.

Now, I’m not saying you need to have a response email drafted for every possible scenario (though if anyone’s already got a “meteor hits warehouse” template, I’d love to see it). But I’ve learned—sometimes the hard way—that building in space to react makes a huge difference.

The lesson? Your audience is tuned in to the world around them—and your emails should be, too.

Reactivity isn’t about scrambling; it’s about being prepared to respond. The brands that nailed their tariff emails this week didn’t wait to see what would happen. They leaned in quickly with clarity, empathy, and a little creative flair.

What the Best Tariff Emails Had in Common

As I scrolled through my inbox this week, something struck me: even though the subject matter—tariffs, price hikes, global trade—was dry on paper, the emails weren’t.

They were clear. They were human. And they didn’t waste a single pixel.

Across the board, the strongest tariff emails shared a few key traits:

1. Text-Forward and Simple

Many of these emails were lean messages that looked like they could’ve been written by the founder over lunch (in the best way possible). Why? Because speed matters. And when something urgent hits, you don’t want to wait three days for a designer to mock up a hero image.

A few of the best emails I saw came straight from a founder’s perspective—raw, timely, and unpolished in a way that felt real. That kind of authenticity is hard to fake.

2. Direct, Transparent Voice

This isn’t the time for fluff. Brands got to the point: “Here’s what’s happening. Here’s how it affects our pricing. Here’s what we’re doing about it.” That level of transparency builds trust—even when the news isn’t great.

One brand literally opened with “We’re not thrilled to write this email, but here’s what you need to know…” That honesty? It works.

3. Value and Solidarity Over Panic

Nobody wants to feel like they’re getting caught in the middle of a geopolitical mess. The best emails didn’t just explain the why—they framed it in a way that reinforced customer loyalty.

Some brands used tariffs as a reason to launch surprise sales (“We’d rather you save now than pay more later”), while others framed it as a shared challenge (“We’re doing everything we can to absorb the costs for as long as possible”).

4. Urgency—Without the Drama

Yes, there was a ticking clock. But none of the emails felt like hypey clickbait. Instead, they struck a tone that said: We want to give you a heads up.

That balance—timely without being alarming—is what builds long-term credibility.

Tactical Takeaways: 4 Ways to Get Reactive-Ready

Here are four practical steps you can take today to make sure your email program is ready the next time the world throws a curveball.

1. Build Wiggle Room Into Your Calendar

Let’s be honest: it’s tempting to schedule everything weeks (or months) in advance and call it a day. But flexibility is a muscle—and rigid calendars can break when things shift suddenly.

Consider blocking out “open” slots in your weekly or monthly send calendar. These can be used for last-minute promos, cultural moments, or unexpected updates. It’s not wasted space—it’s smart planning.

2. Create a Rapid-Response Template

You don’t want to be scrambling for design resources or approvals in the middle of a moment. That’s why having a pre-approved, mobile-friendly, mostly-text template is a game-changer.

Think of it as your “break glass in case of news” email layout. It should:

• Be easy to personalize
• Load fast
• Look good without images
• Be written in a brand voice that allows for clarity and humanity

Bonus points if your founder or leadership team is cool with being the voice behind it—those emails often get more opens and better engagement.

3. Stay Informed (Beyond Your Bubble)

You don’t have to be glued to cable news, but it helps to have a feel for what’s going on outside your brand.

Set up Google Alerts for key industry terms. Scan headlines a couple times a week. Pay attention to what your customers are talking about online. If something impacts them—even indirectly—it should be on your radar.

And if your customer service team starts getting the same question over and over? That’s your cue to jump into inbox mode.

4. Own the Story, Don’t Just React to It

Whether it’s tariffs, supply chain delays, or a product running low, the brands that thrive are the ones who communicate early and lead the conversation.

Don’t wait until your customers are frustrated or confused—use email to explain what’s happening, why, and how you’re handling it. Be proactive, not apologetic.

I once worked with a brand that had to pause shipping on a best-seller due to a factory delay. Instead of hiding it, they sent a beautifully written email explaining the situation, highlighting the steps they were taking, and thanking customers for their patience. They gained loyalty in a moment where they could’ve lost it.

How 4 Brands Nailed the Tariff Moment

One of the coolest things about watching these emails roll in was seeing how differently each brand approached the same challenge. Same news, same pressure—but wildly different executions based on their tone, product, and audience. Here are four standout responses:

1. Lomi: Turning Bad News Into a Surprise Sale

Lomi, a brand that sells countertop composters, didn’t shy away from the tariff news—they flipped it into a win. Their email framed the incoming price increase as a reason to run a surprise sale: buy now before prices go up.

Smart move. It acknowledged the issue without panic and gave customers a clear, action-oriented takeaway. And let’s be honest—“surprise sale” hits a lot harder than “due to tariffs, we regret to inform you…”

2. MeUndies: Humor + Transparency = Trust

This one had me laughing. MeUndies took a very MeUndies approach: they turned a 44% import tariff into a 44% sitewide discount, and paired it with a tongue-in-cheek message from their founder, who (in their words) was “mildly panicking.”

It worked because it was:

• Completely on-brand
• Transparent about the issue
• Framed in a way that made you feel like you were part of the inside story

They didn’t sugarcoat it—but they made it digestible, funny, and actionable.

3. Onsen: Simplicity + Scarcity

Onsen, a luxury towel brand, didn’t overthink it. Their email was short, text-heavy, and laser-focused: We’re extending our current promo for one more day before tariffs kick in.

That’s it. No long backstory, no flashy design. Just a simple message that created urgency, honored the customer, and moved inventory fast. It’s a reminder that sometimes, less really is more.

4. INEOS Grenadier: Go Big or Go Bold

INEOS makes rugged, adventure-ready vehicles—not exactly your average DTC brand. But their email leaned into that with a bold, confident CTA: Buy before the tariffs hit.

There was no hand-wringing, no soft-pedaling—just a straightforward message: prices are going up, and here’s how to beat the change. It worked because it matched the tone of their product and customer base: decisive, informed, no-nonsense.

Make Room for the Unexpected: The Flexible Content Slot

If there’s one simple strategy you can implement this week, it’s this: build a flexible content slot into your weekly newsletter.

Seriously. Just one section. It could be a “Community Update,” “In the News,” or “What’s Happening” block. Something lightweight, easy to swap out, and purposefully open-ended.

Why? Because when the unexpected happens, you’ll already have a place for it.

No need to redesign your email. No need to delay your send. You’ve already made room for the moment. That small move gives you a huge advantage—whether you’re reacting to something serious like tariffs or jumping on a joyful cultural moment (Taylor Swift announces a surprise album? Plug that in).

I’ve seen brands use this strategy to respond to everything from local weather events to international news to viral customer stories. It’s not just smart—it’s scalable.

And it also signals to your audience: We’re here, we’re paying attention, and we care about what’s happening beyond our products.

Much love,
Andy

Email: [email protected]
Twitter: @emaillove