Email Marketing During COVID-19 and Beyond

this article is based on research made by my team and i... we gathered most of the information used from our own company case study I hope you find this info useful... STAY SAFE  

• How has the COVID-19 pandemic affected email marketing? We’ve decided to check the data and summarize our findings in this report.
• How has the COVID-19 pandemic affected email marketing? Many of you have asked us this question, and we were just as curious about it.
• Did marketers increase their email volumes? Or maybe they’ve decided to move their marketing budgets elsewhere? And how did the email recipients respond? Do they open emails just as frequently, or are they spending more time offline with their families?

We’ve decided to check the data and summarize our findings in this report.

What you’re about to see is the analysis of how the email volumes and engagement rates have changed for SMBs across different industries from February 24th to May 10th, 2020. For the best insights, we only looked at active senders with at least 1,000 contacts.

We’ve supplemented this with email campaign examples that show how different marketers have adjusted their strategies. Hopefully, these will provide you with useful ideas on how to tailor your email marketing program to fit the “new normal” better.

Executive summary

We sent many more emails during this time

The COVID-19 pandemic affected businesses in various ways across industries.

Because of this, companies have responded to these changes differently. The rate at which marketers have begun to change their email schedules seems to be the biggest differentiator.

Despite that, we observed a drastic increase in the average number of emails sent across most verticals around February 24 and March 22 last year.

As the recipients’ mailboxes got overstretched with marketing communication, the engagement metrics like open and click-through rates decreased.

Soon after, companies have lowered their mailing frequencies to average numbers, started to adjust the content of their email campaigns, and the engagement metrics swiftly picked up.

Overall results

Email Marketing Benchmarks, 

We observed the highest average number of emails sent by customers across the industries in the second week of March. After this slight spike, the number decreased and stabilized. We consider the peak a sign of companies informing their customers about changes and how the pandemic affects their business.