Little did we know what kind of uncharted territory would lie ahead.
Now, 2 months out from the initial impacts of the pandemic, we are able to clearly see the state of email marketing. Theorem’s role as a digital marketing services provider, means we work with a variety of brands across a number of industries. Allowing us to have a full view of how email marketing teams have handled the changes.
What Does Email Marketing Look Like in the Wake
The rollout was swift. Brands from every verticle sent out emails directly to clients referenceing the COVID-19 crisis.
While the cadence of campaign messages did not change, the content and focus of their email marketing messaging certainly did.
The financial services sector sent 35% more emails in March 2020 than in March 2019, with equally impressive engagement results to match. There was a 23% increase in opens, 4.6% increase in click-through rates, and 11% decrease in unsubscribes year over year.
As financial brands determined their courses of action, many set out to make sure their marketing messages were more meaningful than ever before. Creating educational and promotional campaigns that would provide information to their customers. Information that would assist in determining their options and navigating new website features.
Direct communication via email marketing would be the key.
Travel & Hospitality
In terms of email marketing strategy, these brands did follow suit with the masses, sending out COVID specific messaging at the onset of the pandemic. However, their path back to a new normal is far longer and more treacherous than most.
To date, our teams and agencies across the marketing service landscape are reporting significant decreases in email marketing for these brands as well as overall work volume.
Again, brand perception is key.
Service and Essential Industries
Smaller establishements have struggled to take on this challenge, big brands were able to pivot their messageing quickly