Why has email marketing been the perfect channel during COVID19?

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Email, one of the most overlooked by companies, has become very important during this time of crisis. Brand strategists have recognized its potential to connect more personally with their customers. Email marketing during COVID19 has gone beyond conversions: it has been the key that has allowed us to strengthen the bond between sender and receiver .

This channel has become an essential element for many brands to boost their presence during the health crisis. The need to communicate and reach customers has led them to bet on it at this time. This trend is the reason why delivery and click metrics have increased in recent months .

It has also been highlighted as an ideal strategy for business growth in the face of the so-called “new normal ” . In 2020, 87% of companies have increased their investment and dedication to their email campaigns . Therefore, and in the face of better-prepared competition, companies of all sizes will have to start optimizing their email campaigns.

TABLE OF CONTENTS
More emails are sent now than before the lockdown
Never have so many emails list of moldova consumer email been opened
Conversions have not seen a substantial increase
Quality content is still a guarantee
Types of email marketing campaigns during COVID19
1.- Storytelling
2.- Information and practical advice on the pandemic
3.- Teaching material
4.- Reassuring messages
More emails are sent now than before the lockdown
The health crisis has caused a change in the email and social media strategies of companies. Many have had to adapt to the needs of users and the moment, putting channels on hold and prioritizing email campaigns.

According to recent data from HubSpot, 44% more emails are being sent than before the pandemic began . Brands and institutions have gone all out to provide useful information to their subscribers. Sendings offering services and products have remained the same, but their quantity and frequency have decreased. Therefore, email marketing during COVID19 has been less commercial and more informative.



Over the weeks, reader and customer preferences have shifted based on the evolution of the crisis. Research by Twilio found that 37% of users rated content that was inspirational or related to virus safety as essential .

And 53% of consumers admitted that they followed updates from a particular brand with particular interest. If current trends continue, it is possible that the preference for more human topics will overtake marketing-driven messages.