Pandemic affected email strategy: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 20, 2021, 5:19 PM UTC

A recent Mailjet study found that around 50% of marketers reported a change in their email strategy because of the COVID-19 pandemic.

Around half of the marketers said the pandemic had influenced their email strategy. In contrast, 35% of marketers said their strategy remains unaffected, while 13% of respondents said it had changed but not because of the pandemic.

56% of marketers said they have been sending a higher volume of email since the crisis began. Interestingly, 15% reported sending a lower volume of email since the pandemic started, while 30% of marketers said their email volume had stayed the same.

Nearly half of email marketers said that their email frequency has increased since the coronavirus pandemic began. 15% reported a lower frequency since the pandemic began and 36% said their email frequency has not changed.

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