How did COVID-19 specifically impact email send volumes and engagement rates?

Initially, many industries saw a significant increase in email send volumes as businesses communicated vital updates. This often led to higher engagement rates, particularly for informational or crisis-related emails. Later, the trends stabilized, but the emphasis on relevant content and personalization remained.

What key strategic shifts did email marketers make during the pandemic?

The pandemic highlighted the need for empathetic and timely communication. Brands shifted from purely promotional content to informative messages, emphasizing support and updates. There was an accelerated adoption of personalization, automation, and mobile-first design, all of which continue to be crucial for email marketing success. Reviewing best practices for sending COVID-19 emails can provide further insight.

Did mentioning 'COVID-19' or related terms in emails affect deliverability?

While there were initial concerns about terms affecting deliverability, ISPs generally prioritized the delivery of legitimate COVID-19 related communications due to their public importance. However, as with any sensitive topic, maintaining strong sender reputation, proper email authentication , and engaged lists remained crucial.

Which pandemic-era email marketing trends are likely to persist?

The pandemic significantly accelerated the adoption of personalization, marketing automation, and mobile-first email design. These trends are now core to effective email strategies. The focus on delivering value and building authentic connections with subscribers also became more pronounced and continues to be a key driver of engagement.

What are the latest email marketing statistics and trends related to COVID-19? - Content - Email deliverability - Knowledge base

The COVID-19 pandemic dramatically reshaped the digital landscape, and email marketing was no exception. As lockdowns became widespread and consumer behaviors shifted online, businesses rapidly adapted their communication strategies. Initial concerns about potential negative impacts on email deliverability and engagement quickly gave way to a new set of trends.

This period highlighted email's inherent strength as a direct and reliable channel for critical information and customer connection. While many industries faced unprecedented challenges, email continued to prove its value, often becoming the primary means for businesses to reach their audience during times of uncertainty.

Understanding the statistics and trends that emerged from this era is crucial for any marketer. These insights not only reflect a unique moment in history but also offer enduring lessons that continue to influence how we approach email strategy today.

Engagement and send volume shifts

One of the most immediate shifts observed was a significant spike in email activity. With more people working from home and relying on digital channels, overall email usage reportedly surged by over 100%. This led to a substantial increase in send volumes across various industries as businesses scrambled to communicate vital updates and maintain customer relationships.

Despite the higher volumes, engagement metrics generally improved. Open rates saw a notable increase, with some reports indicating a lift between 14% and 32% compared to pre-COVID levels. For example, analysis of billions of emails showed a 31% lift in year-over-year open rates during the post-COVID period. Click rates also experienced a modest rise, moving from around 2.57% to 2.72% in some cases. You can read more about these trends in Omnisend's report on COVID-19 email marketing statistics.

This heightened engagement was likely a result of consumers actively seeking information, combined with brands adapting their messaging to be more empathetic and relevant. While there were initial concerns about deliverability, average delivery rates eventually returned to pre-pandemic levels, stabilizing at around 98.1%.

However, managing this increased volume required careful attention to avoid deliverability issues. Some platforms initially reported a slight decrease in the frequency of sending *marketing campaigns*, perhaps reflecting the uncertainty and a move towards more targeted, essential communications.

Key takeaway

The initial phase of the pandemic saw a surge in email volume coupled with increased engagement rates. This highlighted email's role as a crucial communication channel during times of crisis. However, it also underscored the importance of adapting content and maintaining strong deliverability practices to handle the higher send volumes effectively.

Shifting content and communication strategies

The type of email content also underwent a significant transformation. Early in the pandemic, there was a temporary but marked peak in COVID-19 related communications, sometimes accounting for up to 5% of all emails sent. Internet Service Providers (ISPs) generally showed a higher rate of accepting these essential communications, recognizing their public health importance.

Brands quickly learned that empathetic and timely messaging resonated far more than generic promotions. Emails that offered support, critical updates, or helpful information saw significantly higher engagement. This period emphasized that authenticity and a focus on customer needs, rather than immediate sales, were paramount. Marketers also had to consider whether mentioning terms like 'COVID' might impact deliverability, prompting careful content review.

This crisis accelerated the adoption of crisis email marketing best practices. Businesses prioritized clear, concise, and helpful content, often shifting away from hard-selling tactics towards informative and supportive messages. This adaptability was key to maintaining positive sender reputation and inbox placement.

Pre-COVID strategy

Focus: Primarily sales-driven and promotional campaigns.
Content: Product launches, discounts, and general newsletters.
Cadence: Often focused on consistent, scheduled broadcasts.
Audience: Broader segmentation based on general demographics.

Post-COVID strategy

Focus: Empathy, utility, and essential information delivery.
Content: Safety protocols, operational changes, community support, relevant resources.
Cadence: More reactive, timely, and often personalized communications.
Audience: Granular segmentation, focusing on immediate needs and interests.

Long-term trends and future outlook

The pandemic cemented the critical importance of personalization and segmentation in email marketing. Consumers increasingly expect messages tailored specifically to their interests and behaviors, with some studies indicating that as many as 72% of consumers now only engage with marketing messages that are personalized. This continues to be a cornerstone of effective email strategies moving forward.

Automation also saw accelerated adoption as businesses sought more efficient ways to manage higher email volumes and deliver timely, relevant messages without manual intervention. Beyond text, the integration of rich media like video content within emails became more prevalent as brands looked for dynamic ways to engage audiences and convey complex information more effectively.

Mobile-first design transitioned from a best practice to an absolute necessity. With a significant majority of people accessing their emails on mobile devices throughout 2020, ensuring emails rendered perfectly on smaller screens became non-negotiable for maintaining good engagement. Furthermore, various industries witnessed a substantial increase in online subscriptions, with some reporting a 250% rise during the crisis period. More information on crisis email marketing is available in the Emailmonday crisis email marketing guide.

The long-term outlook for email marketing remains robust. The market size, valued at approximately USD 0.93 billion in 2024, is projected to reach USD 1.21 billion by 2033, demonstrating a steady growth rate of over 13.3%. This continued expansion reinforces email's enduring effectiveness and its foundational role in digital marketing strategies.

Metric	Pre-COVID Average	Peak COVID Impact
Open rate	17.04-19.3%	Up to 22.1-23.0% (14-32% increase)
Click rate	2.57%	2.72%
Email send volume	Stable	Increased by 27-50% in initial months
Delivery rate	~98%	Slight dip, then returned to 98.1%
COVID-19 related emails	Negligible	Peaked at 5% of total volume

Views from the trenches

Best practices

Focus on delivering clear, empathetic, and highly relevant content to your subscribers.

Segment your audience aggressively to ensure messages are timely and personalized, avoiding blanket sends.

Prioritize mobile optimization for all email campaigns, as mobile usage for email access remains high.

Regularly monitor your engagement metrics, including open and click rates, to adapt quickly to audience shifts.

Common pitfalls

Sending overly promotional or sales-heavy emails without considering the current context.

Ignoring changes in subscriber behavior, such as increased mobile usage or preferences for certain content types.

Failing to segment lists properly, leading to irrelevant messages and increased unsubscribe rates.

Not adjusting send frequency based on audience engagement, potentially overwhelming inboxes.

Expert tips

Implement automation to deliver triggered and personalized messages based on user actions, which saw higher engagement during the pandemic.

Invest in understanding your audience's evolving needs to maintain a strong sender reputation.

Consider integrating interactive elements or video content to boost engagement, reflecting consumer preference for rich media.

Regularly review your email authentication (like DMARC, SPF, and DKIM) to ensure optimal deliverability.

Expert view

Expert from Email Geeks says they saw a noticeable increase in email activity during the early phase of COVID-19, particularly in sectors like e-commerce and essential services, as people relied more on digital communication.

2020-04-17 - Email Geeks

Marketer view

Marketer from Email Geeks says open rates for their informational emails surged, especially when the content provided real value or updates related to the crisis, indicating a hunger for reliable information.

2020-04-20 - Email Geeks

Adapting to the new normal

The COVID-19 pandemic undoubtedly acted as a catalyst, accelerating many existing trends in email marketing and highlighting the channel's inherent strengths. The need for clear, compassionate, and relevant communication became paramount, pushing marketers to rethink their strategies beyond traditional promotional sends. Understanding how COVID-19 affected email engagement metrics offers valuable insights into consumer behavior during times of crisis.

The enduring lessons from this period emphasize the importance of adaptability, authentic connection, and a data-driven approach. By continuing to focus on providing value, prioritizing personalization, and maintaining robust deliverability practices, email marketers can ensure their messages resonate and reach the inbox, regardless of external circumstances.