The retail industry had the most email-driven traffic amid COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 08, 2021, 2:04 AM UTC

The Digital IQ Index: Email Benchmarks 2021 report by Gartner examines how businesses responded to the pandemic.

Brands across industries used email marketing to engage customers during lockdowns. Retail brands like Best Buy, Target, and Nike used data to deliver hyper-targeted and pertinent email updates to customers. With J.Crew as the top brand in retail, the industry segment had the highest YoY surge in email-driven site traffic and conversions.

The financial sector augmented site traffic with emails and had the highest email open rates. The travel and hospitality sector recorded the second highest email open rates. Top brands offered valuable services like free delivery and curb-side pickup.

The manufacturing and natural resources sector targeted specific consumers to boost email open rates. The consumer goods industry had the lowest email open rates, while the healthcare industry had the lowest mobile optimisation and email traffic.

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