How Covid-19 has transformed email marketing

by WarriorForum.com Administrator
11 replies
A new article on Marketing Land reports on the state of email marketing in the midst of a global pandemic.



The outbreak of the Covid-19 pandemic has changed all aspects of the marketing landscape. Specifically, the number of email marketing campaigns has exploded, as lockdowns across the world confine people to their homes. Covid has also transformed email marketing itself; here's how:

Data hygiene

Covid-19 has alerted marketers that they must undertake regular maintenance to the data hygiene of email marketing campaigns. Erinne Mejia, Product Manager for Acoustic, commented on the significance of data hygiene, stating:

"When you look at data hygiene it is really the newest marketing attribute," said Mejia, "staying on top of different regulations and different rules. We saw data hygiene and data silos still paramount [issues] in many companies [at the onset of the COVID outbreak]."
Super-personalization of emails

Thanks to Covid, the days are gone when email marketing campaigns would spam emails with no personalization. Nowadays, it is essentially mandatory to personalize and segment material to suit the intended audience. This is attributed to shifts in buying patterns. Mejia addressed this, saying:

"When you think of segmentation, it's not just cuts of your database, and understanding who people are even takes it a step further," said Mejia. "Think of how important location data became during the shelter in place [orders]...who's open, who's closed, and how do I engage?"
Content in emails

As the pandemic draws marketers' attention to hyper-personalizing emails and data hygiene, the content behind these emails can be sub-par or even absent. Mellisa Tatoris, Chief Innovation Catalyst at Acoustic, gave her advice on content in email marketing campaigns during Covid:

"Remember your outbound messages are a vehicle to conversions during COVID," said Melissa Tatoris, Chief Innovation Catalyst at Acoustic. "Keep them simple and remember to segment your audience with every campaign."
#covid19 #email #marketing #transformed
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  • Profile picture of the author Declan O Flaherty
    So, just the same basic email tips you could have read on any bog over the last 10 years then? Really milking this Covid thing for all its worth.
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    • Profile picture of the author ExRat
      Hi Declan,

      Originally Posted by Declan O Flaherty View Post

      So, just the same basic email tips you could have read on any bog over the last 10 years then? Really milking this Covid thing for all its worth.
      Do you also read on the bog? I prefer books to emails, but whatever it takes to get the job done
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  • Profile picture of the author spartan14
    In my opinion covid transform email arketing in a good way as so many people are home now they will read a lot more of email ,information etc
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    • Profile picture of the author semreseller
      Very true, Covid - 19 has improved the email marketing efficiency; Like most of the people used to stay indoors and they have a lot of time to check their emails regularly. As with other online marketing channels, it is improving days pass by.

      Everyone knows the importance of Email Marketing in your marketing communication, having a good list of email not only drives your revenue of a brand but it can help you to make your brand awareness as well.

      Thank you!!
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  • Profile picture of the author Kay King
    My personal approach to email at this time.....


    Any email that refers to covid - or uses covid to lead into what the marketer wants to say...is an instant unsubscribe.


    If you can't be more original than that - I'm not interested.
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    Saving one dog will not change the world - but the world will change forever for that one dog.

    I'm going to work on being less condescending
    (Condescending means to talk down to people)
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  • Profile picture of the author agmccall
    I do not open emails anymore because I do not know if the person writing them was wearing a mask

    al
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    The Flu? Not worthy of a mention here???
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  • Profile picture of the author Radcliff
    The whole pandemic must have made the whole email marketing process more difficult as now people confined to their homes give more time and thought to a specific email so anything that isn't original or personalized to meet the demands of the receiver doesn't get any attention at all which was not the case in pre-pandemic days.
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    • Profile picture of the author Frank Donovan
      Originally Posted by Radcliff View Post

      The whole pandemic must have made the whole email marketing process more difficult as now people confined to their homes give more time and thought to a specific email so anything that isn't original or personalized to meet the demands of the receiver doesn't get any attention at all which was not the case in pre-pandemic days.
      I'm confused by your post. If people had less time in pre-pandemic days, why would low quality emails have gained any more of their attention then, than they do now?

      And if those same people are now giving more time and thought to emails that "meet the demands of the receiver", isn't that a good thing for email marketers?
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  • Profile picture of the author Md Shihab Hasan
    Covid-19 could not any effete of email marketing. Because which guys are doing email marketing they all of guys continue there work stay in home.

    Thank You
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  • Profile picture of the author Kay King
    Since this post was bumped I'll add a personal observation about emails and list owners.

    One trend I have noted for 2 months now - is list owners trying to revive mailing lists they have ignored for some time. The 4-5 I've noticed in myt own email have used the same approach - which makes me wonder where they got their 'system'.

    Some well known marketers I haven't heard from in many months have all of a sudden decided to 'touch base' - to 'see how you are doing' - to offer 'advice for these trying times'.....

    ....followed within a week by an avalanche of 'did you see this' - 'my friend, blah blah, just launched this' - buy this - buy that....

    I can't decide what is motivating this trend ..or even if it is a trend. Are these experienced marketers having a rough time and need to expand their sales......or do they believe it's a good time to cash in on every list they've ignored for months. TWO marketers I heard from have not contacted me for YEARS - and all of a sudden....there they are.

    Whatever the motivation I would advise list owners who are 'reviving' older lists or inactive lists....to be a little less obvious about their intentions. Is there an IM product out there about 'booty call mailing lists'?
    Signature
    Saving one dog will not change the world - but the world will change forever for that one dog.

    I'm going to work on being less condescending
    (Condescending means to talk down to people)
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    • Profile picture of the author Matthew Stanley
      booty call mailing lists'
      Lol well worded. It's sort of like an in-real-life relationship - can't magically and opportunistically resuscitate it in short order. People see through that
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