Last updated on Jul, 28 2020
How has COVID changed consumer email behaviour?
Reports have suggested that COVID has had a significant impact on how consumers have been behaving to email marketing and their online purchasing habits. Here are the details: Email open rates: As per the reports, there has been nearly a 14% increase in email open rates when compared to the figures of last years. The open rates saw significant improvement as we moved deeper into the pandemic. As stricter lockdown rules were applied in the countries across the globe, people confined themselves to the walls of digital marketing, and thus, saw a significant increase in email open rates. Email click rates: COVID had opposite effects on click rates, realizing a decrease of just over 17%. Like with open rates, the click rates suddenly decreased as the pandemic unfolded. In fact, during the initial days of the lockdown, many days saw a 30% and 40% drop in click rates before ultimately rebounding. Email conversion rate: The pandemic saw an increase in email conversion rate as email marketing continued to be a revenue driver for businesses. As the pandemic grew more profound, the email conversions also accelerated. The conversion rates increased by 17% when compared to last years, and saw a 23% rise between March and April. Unsubscribe rates: Unsubscribe rates have been fluctuating as it depends on a lot of other factors like design, the content of emails, and how you are regulating your email sends. Spamming your users or trying to generate leads during this time is a big risk that you would be taking in this situation. Although the perfect blend of good design, content & action, your campaign might even hit the jackpot.Key takeaways and what retailers can learn?
- Dependent on-brand emails: As the majority of the consumers across the globe became increasingly dependent on online shopping, they turned to brand emails who they trust for updates on sales and products, which led to an increase in open rates. - An effective tool of communication: The online shopping behaviour saw a shift from want-based shopping to need-based shopping. If the retailers failed to meet their needs, there was a negative impact on click rates. However, if the retailers met their needs, consumers clicked and purchased, increasing conversion rates and generating online sales. Recognizing how the pandemic has impacted the way people are interacting with email marketing is one thing. Learning from these behavioural changes is another. Businesses should look at this change in consumer shopping behaviour and adapt their email marketing strategies. They should be looking at marketing programs that can help them further differentiate from their competition. This will help them prepare themselves for the next crisis and recognize the fact that emails are the go-to marketing channel for consumers. Here’s what you can do:Focus on list growth
Businesses should focus on increasing the size of their audience. By utilizing and optimizing tools like a website pop-up form that comes up while exiting or an optimized landing page to gather the details of the customers can come handy when you are looking to increase your audience base. This way, you can become a trusted brand for your consumers.Automated messaging capabilities
You can make your emails more valuable with email automation setups. Businesses can send relevant messages to their subscribers automatically as per schedule. These automation setups can come handy when people abandon the products they are searching for the midway. The automated emails can remind them of the products they were searching for and trigger their purchase intentions.Check your current automated messages
Make sure that your automated messages are not only up to date, but also relevant to the current times that are being faced by your customers. A lighthearted cart abandonment message may be a great idea during a normal phase in life, but during sensitive times like the pandemic, it is better to stick to normal messages.Expand your opt-in channels with SMS
Email is and always have been one of the trusted means of communication. However, ever since COVID struck, the channel has become crowded. Therefore, you can also opt for another secondary form of communication – SMS. These have been an increasingly desired channel by consumers. You can begin capturing mobile numbers on your email sign-up forms and as a stand-alone initiative. Consider sending an email campaign to your subscribers announcing the launch of your program and asking members to sign up. Here are some do’s and don’ts when it comes to email marketing:Do’s of email marketing
– Priorities your message it at all you need to send an email – Segment your messages according to the engagement – Avoid trying to interact with an inactive user – Sender’s address and subject line should reflect your brand name – Keep your email simple, concise and straightforward – If you are informing or announcing something, use the cross-platform function – Consider giving offers and incentives through your emails if you are providing essential products.Don’ts of email marketing:
– If your message is not essential, do not send COVID-19 emails in bulk – Do not take advantage of the situation to send marketing emails – Do you sound desperate with your email by mentioning that your business is suffering in this crisis as all business are having the same the impact – Do not use an unfamiliar domain name for sending emails – Do not misinform your audience or write anxiety-provoking copies – Do not provide unverified medical adviceConclusion
Retail will likely to be changed forever by COVID-19, but that does not mean that you can’t be a better business than you are today. Focus on building stronger relationships with your customers, and they will help you become a better company today. This will help offset any future negative impacts. At the end of the day, email marketing is the way to go. If you are a business trusted by your customers, your messages will be welcomed by your customers.HOW WAS THE ARTICLE?
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