Before the onset of the coronavirus, the concept of email marketing was already experiencing a comeback of sorts. Marketers never left it aside, but it is true that some tools were positioned as variants. Email marketing has remained over the years as a fundamental way to reach out to users in the digital world.
Obviously, within the elements of any marketing strategy, this tool was affected by the pandemic and had to face changes. According to a study by Mailjet, 49% of respondents acknowledge that their email analysis and strategy has been modified in the new context. In addition to this percentage, 13% added that beyond the coronavirus, they accepted that email marketing needs to change. However, 35% still keep everything working in the same way.
Any consumer who receives this type of email will have noticed changes in the themes and forms of communication. In the early days of the pandemic, all brands sent out a large number of emails explaining health and safety measures and how it affected their relationship with their consumers. For example, transport companies insisted on cleanliness and respect of defined standards, as well as on the handling of products by supermarkets.
In particular, the study did not focus on themes but on volumes and frequencies. On these points, too, things have changed, perhaps because consumers spend more time at home and send more mail on a continuous basis. In the survey, 55% said that more emails were sent than before the pandemic and only 14% said that fewer were sent now. In terms of frequency, we also see an increase, with 49% saying more email marketing campaigns. The immediate question is what will happen in the short term in relation to one of the most used tools in the search for users in the digital world.