Before the outbreak of the coronavirus crisis, email marketing was experiencing a revival phase. Marketers had never completely abandoned it, but it is true that some new tools positioned themselves in an ultra-bright and promising way. However, email marketing held its own and proved over the years that it was the digital marketing tool that allowed companies to clearly maintain control over everything they were doing.
All elements of marketing strategy
email marketing has also been affected by the coronavirus crisis and the changes it has brought with it. The big question is how. That is what Mailjet has asked in a recent study.
First of all, marketers are very clear that the pandemic has changed their email marketing strategy. Thus, 49.7% of those surveyed, practically half of all of them, recognize increased volume that their email strategy has changed and that the cause of this change is in the context created by the pandemic. In addition, the update of email marketing is a fact. To this percentage we must add the 13% who explain that, although it has not been due to the coronavirus crisis, their email marketing strategy has changed in the last year.
The pandemic has changed volume and frequency
But how can this change be seen and what has the pandemic forced them to adjust? Any consumer who is on the mailing list of a few brands will have noticed a change in saudi arabia phone number details topics and also the appearance of new types of email. Especially at the beginning of the crisis, brands were given an avalanche of emails explaining what safety and hygiene measures they were taking and how that affected the relationship they had with their users.
Just to give a couple of examples
Transport companies insisted on cleaning and high standards. Supermarkets insisted on how products were prepared and how customer safety having an 844 toll-free number improves was protected. These are issues that have remained a kind of constant in the world of coronavirus.
The study didn’t ask marketers about themes, but rather about frequencies and volumes. There, too, the way things are done has changed. Perhaps it’s because consumers loan data are at home more, but they are sending more emails and more often.
When asked about the volume of emails they are sending, most marketers say that increased volume it is now higher. 55.5% of respondents say that they have sent more emails in recent months than before the crisis. Only 14.9% of respondents say that they are now sending fewer emails to their customers. In contrast, 29.6% maintain the same volume as before.