Email marketing has always been around. It is one of the many marketing options and probably one of the simplest to implement, yet it is often undervalued or overlooked. However, the impact of the coronavirus pandemic revealed the hidden strength of this platform. If you are curious or want to learn more about the current state of email marketing and how it can support your business, this article is for you.
Email marketing is not as popular as other forms of digital marketing, mainly because of how it works. Compared to different online platforms, it operates quietly by creating a more intimate relationship between a consumer and a brand. That very definition is what makes it a strong platform during this time of crisis, when people cannot freely go out and have more time on their hands. If you’re looking to scale results more efficiently, you can also choose to outsource digital marketing services to support and amplify efforts like these.
How Email Marketing’s Performance Increased Amidst COVID
Here are some changes in consumer behaviour that took place during the COVID-19 pandemic that made email marketing great again:
- Email Was the Only Way to Create a Personal Relationship with the Customers
Now that businesses do not have much choice when reaching out to their customers, email marketing is their best resort for tapping into their customers’ lives and building a relationship again. More companies once again started utilising their email marketing platform to check how their customers are doing and give them exclusive promos and discounts directly.
- More People Opened Their Emails During the Pandemic Than They Used To
The pandemic is the time when most countries in the world experienced a lockdown for months. People were forced to stay inside their homes to prevent the virus surge. For that reason, more people got stuck inside their houses with only the internet to use to communicate with other people.
Email is also the most commonly used communication platform for work. This made the higher click rates for email marketing possible. All the reminders and safety precautions were sent through people’s email, and both customers and employees who wanted to stay updated could easily get the latest news in their inbox.
- More People Turned to Online Shopping
The spike was felt more in the online shopping industry. Because people cannot go out freely to shop for what they need, they rely on online purchases and deliveries. Many of them are first-timers, too, who need all the advice they can get.
This fact opened up their interest in email marketing. They get exclusive news and promotions, product discovery, and a detailed description of the items they are eyeing from the stores they follow.
- Fewer Followers Unsubscribed
There is a drop in the unsubscribe rates as well. To give you an idea, the most common reason for people’s un-subscription is the increase in the number of emails they receive. However, given the situation, people value the information they get more than the number of emails they need to face every day.
- It Was a Simpler Approach to Consumer-Business Relationships
Email marketing is a more personal way to connect with customers, and some brands use this platform to reestablish that connection. Many offered support and shared helpful resources, which customers found valuable. The brands that recognised the power of email marketing and used it to strengthen their relationships with customers are the ones thriving in the current situation.
The Bottom Line
These changes and patterns observed throughout the height of the pandemic are expected to last for quite some time. Businesses can use this information to their advantage and redesign their marketing strategies based on what would work best for their consumers. People have different behaviours, and a powerful tool like email marketing can help brands connect with their customers more effectively.
If you need help in starting or maximising your email marketing in Queensland, Logix BPO can help you out. We are an outsourcing company that offers Email Marketing Virtual Assistants and CRM Virtual Assistants. Search for outsourced virtual assistants or book an outsourcing consultation for your remote staffing strategy.
