You might be wondering if email is still an effective marketing strategy during the COVID-19 crisis. The answer to this question may vary slightly based on your business, industry, and brand personality, but it’s safe to say that email is having an outsized impact during this tumultuous time.
Research shows that there’s been a 31% boost in open rates year-over-year during the pandemic. The rates were already increasing in January and February, but they really took off in March as many areas in the country began locking down.
Of course, open rates only tell half the story—there was also a 22% increase in conversion rates during this same time period. It would appear that the same momentum driving people to open emails is prompting them to continue through the experience.
These trends correlate with an overall migration of consumers to the digital world. There’s been a 40% year-over-year increase in unique digital shoppers, as more people look for ways to shop and connect from the safety of their homes.
“Digital marketing is about targeting the right people with the right content at the right time,” according to Forbes. “There are many methods of outreach, each holding importance in your overall strategy. Having a powerful digital presence with a strong email marketing strategy is important for a consistent connection to your prospects and clients. The ever-changing digital landscape can sometimes feel like a moving target, but 1 point remains clear: The most successful campaigns are those that are data-driven. For this reason, email marketing has remained a consistently effective strategy, with 78% of marketers seeing an increase in email engagement over the last 12 months, according to HubSpot data.”
Given the importance of email, you should begin honing your strategies now in order to capitalize on these opportunities. This starts with trimming and organizing your contact list, allowing you to ensure that you only send to people who want to receive your emails—and that they have a way to opt out if they desire.
“If you’re ethically growing your email list, then your database will be filled with fans of your organization,” explains Forbes. “In many ways, they’ve already bought into your business, and they want to hear from you because you have, at least at 1 point, offered them something of value.”
How do you provide this kind of value? Here are 6 tips for making your emails more relevant and likely to engage your customers.
This is an exciting time for email marketers. You have an audience that’s more likely than ever to read your words and complete a desired action—so don’t leave them hanging. Start working today so that you can deliver them a stupendous email tomorrow.