Email volume rose during the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 18, 2021, 3:20 PM UTC

A recent Pathwire study highlights the changes in email sender behaviour during the pandemic.

With COVID-19 disrupting businesses worldwide, companies had to rely on email to update consumers about all business-related changes. More than half the companies increased their email volume, while 49% of email senders increased their emailing frequency.

Businesses also adjusted their email strategy in 2020 to better communicate and align with shifting customer values. While 77.4% of companies reported the same or increased email open rates during the pandemic, close to 40% also saw higher CTRs.

Around 40% of businesses rolled out simpler email designs to be more authentic, and 32.5% have changed their tone to sound more natural. Pathwire CEO Will Conway said, “We found it very encouraging to see that email senders are listening to consumers’ calls for more authenticity and ingenuity in their email strategy.”

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