How Covid-19 has transformed email marketing
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:
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:
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:
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]." |
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?" |
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." |
for the freedoms weak people give away for safety
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