Summary
In 2020, the COVID-19 pandemic caused significant shifts in email engagement metrics. Initially, many saw a boost in open rates and email volume due to increased online activity. However, this varied by industry, with sectors like media and entertainment thriving while others like travel struggled. Email frequency increased, and deliverability became more challenging due to stricter spam filtering and higher volumes. Marketers who succeeded adapted their strategies by using automation, personalizing messaging to address customer needs and concerns, and being sensitive to the crisis. Shifted daily routines influenced optimal send times. Additionally, the pandemic spurred a rise in email phishing scams, and eCommerce saw a boom, benefiting from adjusted email marketing strategies.
Key findings
- Initial Open Rate Surge: Open rates saw an initial surge at the beginning of the pandemic.
- Industry Variation: Impact varied significantly across different industries.
- Increased Email Volume: Email volume increased overall.
- Deliverability Challenges: Deliverability became more challenging due to stricter spam filtering.
- Shifting Send Times: Optimal send times shifted due to changes in daily routines.
- Rise in Scams: There was a rise in COVID-19-related phishing scams.
- eCommerce Boost: eCommerce experienced a boom, aided by email marketing efforts.
Key considerations
- Adapt Messaging: Adapt messaging to be sensitive, relevant, and address customer needs.
- Utilize Automation: Utilize automation to maintain consistent communication.
- Monitor Deliverability: Monitor sender reputation and follow best practices to ensure deliverability.
- Personalize Content: Personalize email content for better engagement.
- Review Segmentation: Review and adjust segmentation strategies.
- Value and Timeliness: Provide value and be timely in communications.
What email marketers say
17 marketer opinions
In 2020, the COVID-19 pandemic significantly impacted email engagement metrics, presenting both opportunities and challenges for marketers. Initially, there was a surge in open rates and email volume as people spent more time online. However, this varied significantly by industry, with sectors like media and entertainment seeing boosts while travel struggled. Email frequency increased, and deliverability became more challenging due to heightened spam filtering. Marketers who adapted by using automation, personalizing messaging, and addressing customer needs saw strong ROI. Changes in daily routines also influenced optimal send times, with mid-morning and early afternoon becoming key.
Key opinions
- Increased Opens: Open rates saw an initial surge, but this effect leveled off over time.
- Variable Impact: The pandemic's impact varied significantly across different industries.
- Increased Volume: Email volume increased, leading to deliverability challenges.
- Changing Send Times: Optimal send times shifted due to changes in daily routines.
- eCommerce Boom: eCommerce experienced growth and email marketing efforts improved due to changed shopping behaviours
Key considerations
- Adapt Messaging: Marketers need to adapt their messaging to be sensitive and address customer needs.
- Automation: Utilize automation to maintain consistent communication.
- Deliverability: Monitor sender reputation and follow best practices to ensure deliverability.
- Personalization: Personalized and empathetic email campaigns perform better.
- Segmentation: Review and update segmentation strategies to target specific customer needs.
Marketer view
Marketer from Email Geeks mentions having internal benchmarks made this year, but unfortunately, it doesn't look like anything has been published externally.
21 Jun 2024 - Email Geeks
Marketer view
Email marketer from Return Path (now Validity) noted that inbox placement rates were affected by increased email volume and changing spam filter algorithms. Senders needed to maintain strong sender reputations to ensure their emails reached recipients' inboxes.
27 Mar 2024 - Return Path
What the experts say
1 expert opinions
During the COVID-19 pandemic in 2020, marketers needed to adapt their email marketing practices to meet the changing needs of subscribers. This adaptation involved reassessing segmentation strategies and adjusting messaging to be sensitive to the crisis.
Key opinions
- Need for Adaptation: Email marketing strategies required adjustments due to the pandemic.
Key considerations
- Segmentation Strategies: Review and adjust segmentation strategies to better target subscribers.
- Sensitive Messaging: Adjust messaging to be sensitive to the crisis and subscriber needs.
Expert view
Expert from Word to the Wise, Laura Atkins, explains that marketers needed to adapt their email marketing practices to meet the changing needs of subscribers during the pandemic. This involved reviewing segmentation strategies and adjusting messaging to be sensitive to the crisis.
12 Dec 2022 - Word to the Wise
What the documentation says
4 technical articles
Analysis from multiple sources indicates that COVID-19 significantly impacted email engagement in 2020. Mailchimp's data showed fluctuating email benchmarks with initial surges in opens and clicks, followed by a leveling off, and varying impact by industry. IBM noted that consumers spent more time checking email and responded favorably to valuable and timely campaigns. The World Health Organization reported a rise in COVID-19-related phishing scams. The Radicati Group highlighted a significant increase in overall email usage due to increased reliance on digital communication.
Key findings
- Fluctuating Benchmarks: Email engagement saw initial surges followed by a leveling off throughout 2020.
- Increased Email Checking: Consumers spent more time checking emails and responded to valuable content.
- Rise in Phishing Scams: There was a rise in phishing scams related to COVID-19, exploiting fears and uncertainties.
- Increased Email Usage: Overall email usage increased due to greater reliance on digital communication.
Key considerations
- Relevance and Value: Ensure email content is valuable, relevant, and timely to capture increased consumer attention.
- Security Awareness: Educate users about the risks of phishing scams and how to identify them.
- Industry-Specific Strategies: Develop tailored email marketing strategies based on industry-specific impacts of the pandemic.
- Dynamic Adjustments: Be prepared to adjust email strategies dynamically as trends fluctuate.
Technical article
Documentation from IBM found that consumers spent more time checking email and were more receptive to brand communications that offered value, such as discounts or helpful information. This led to increased engagement for relevant and timely campaigns.
14 Jul 2022 - IBM
Technical article
Documentation from The Radicati Group explains that email usage significantly increased throughout 2020 as people became more reliant on digital communication for work, education, and personal interactions.
17 Jan 2025 - The Radicati Group
Are COVID-19 related emails causing deliverability issues?
Do words like 'vaccine' or 'covid' affect email deliverability?
Does mentioning covid-19 in email impact deliverability?
How is the coronavirus impacting businesses and hiring?
Should I include a "you've received this email because..." message in COVID-19 related emails?
What are the latest email marketing statistics and trends related to COVID-19?
