How is the Covid-19 crisis affecting Email Marketing?
Posted: Tue Dec 03, 2024 10:07 am
We are all aware, at this time, of the great economic and social impact that the health crisis caused by Covid-19 is generating; a virus that arrived in Spain at the beginning of the year and that has caused, since mid-March, Spanish society to be confined to their homes, and extremely restless and with a deep feeling of uncertainty about the future impact that this stoppage will have on society and on business.
Fortunately, there are businesses that have been able to remain open and operating at this time, such as food stores, construction and some home delivery services.
However, even though many businesses have been forced to close, as far as their offline sales are concerned, it is true that many of them are still active in the online world, helping and encouraging their customers in terms of hope and a feeling of recovery. Social networks, television commercials, display advertising and email marketing are the channels of communication and contact with customers that, today, can be used by those brands that want to stay in touch with their customers.
The impact of covid-19 on Email Marketing
Inspired by an article from PuroMarketing, we wanted to investigate how the health crisis caused by the coronavirus is affecting Email Marketing. Because we know that bosnia and herzegovina business email list social networks and display advertising are experiencing a sharp increase in recent weeks , while other media (such as offline magazines and newspapers, or outdoor advertising) have fallen in terms of investment in a resounding and alarming way.
But what has happened with Email Marketing? Well, since the state of alarm and confinement was declared, data from a study carried out by BounceX states that the opening rate of emails has increased by 25% on average . This is simply because, in the face of the lockdown situation, Spaniards are much more aware of our mobile devices and the rest of the digital elements that allow us to be in contact with the outside world. For this reason, in recent weeks the emails that brands send to their communities of followers are being opened to a greater extent.
#ctaText??# How to use Email Marketing in times of crisis
However, and as can be logical when we stop to think about it, although the opening rate has experienced an increase at a general level, that has not made the conversion rate increase at the same speed ; in fact, although they are attentive to the messages, they do not respond to them better than a few months ago (when society was experiencing stable times), in fact, we could say that, even, the conversion has decreased.
Why? Well, in general, the average income of Spanish families has fallen, either as a result of partial or total ERTEs, or of total cessation of activity in the case of self-employed workers and SMEs. Therefore, we are at a time when society is becoming much more concerned about saving and stopping consuming things that are not essential goods.
As some studies carried out by Marketing Week point out, in general, Email Marketing conversion has grown by 1.4% and revenue by 0.4% . Although, obviously, it also depends on the sector we are dealing with, since, for example, in the case of retail and fashion brands, conversion has fallen by 30% and revenue by 15%. Why? Well, clearly, for what we said above: because being fashionable, in these hard times, is not a basic necessity. And, although society wants to know what the latest novelties and trends are that current fashion stores such as Zara or Mango have launched on the market, they probably do not want to spend their savings on buying any garment, even if it is totally in .
Fortunately, there are businesses that have been able to remain open and operating at this time, such as food stores, construction and some home delivery services.
However, even though many businesses have been forced to close, as far as their offline sales are concerned, it is true that many of them are still active in the online world, helping and encouraging their customers in terms of hope and a feeling of recovery. Social networks, television commercials, display advertising and email marketing are the channels of communication and contact with customers that, today, can be used by those brands that want to stay in touch with their customers.
The impact of covid-19 on Email Marketing
Inspired by an article from PuroMarketing, we wanted to investigate how the health crisis caused by the coronavirus is affecting Email Marketing. Because we know that bosnia and herzegovina business email list social networks and display advertising are experiencing a sharp increase in recent weeks , while other media (such as offline magazines and newspapers, or outdoor advertising) have fallen in terms of investment in a resounding and alarming way.
But what has happened with Email Marketing? Well, since the state of alarm and confinement was declared, data from a study carried out by BounceX states that the opening rate of emails has increased by 25% on average . This is simply because, in the face of the lockdown situation, Spaniards are much more aware of our mobile devices and the rest of the digital elements that allow us to be in contact with the outside world. For this reason, in recent weeks the emails that brands send to their communities of followers are being opened to a greater extent.
#ctaText??# How to use Email Marketing in times of crisis
However, and as can be logical when we stop to think about it, although the opening rate has experienced an increase at a general level, that has not made the conversion rate increase at the same speed ; in fact, although they are attentive to the messages, they do not respond to them better than a few months ago (when society was experiencing stable times), in fact, we could say that, even, the conversion has decreased.
Why? Well, in general, the average income of Spanish families has fallen, either as a result of partial or total ERTEs, or of total cessation of activity in the case of self-employed workers and SMEs. Therefore, we are at a time when society is becoming much more concerned about saving and stopping consuming things that are not essential goods.
As some studies carried out by Marketing Week point out, in general, Email Marketing conversion has grown by 1.4% and revenue by 0.4% . Although, obviously, it also depends on the sector we are dealing with, since, for example, in the case of retail and fashion brands, conversion has fallen by 30% and revenue by 15%. Why? Well, clearly, for what we said above: because being fashionable, in these hard times, is not a basic necessity. And, although society wants to know what the latest novelties and trends are that current fashion stores such as Zara or Mango have launched on the market, they probably do not want to spend their savings on buying any garment, even if it is totally in .