In 2020, the volume of email sending increased by 45 percent, as compared with the previous year.
Within the uncertainty of the COVID-19 crisis, businesses had to change their strategy and reach out to their existing customers. Email became the primary channel to inform consumers about virtual events, new online opportunities, new working hours, etc.
How will the 2020 and 2021 changes impact your email approach in the future?
Email still is the most efficient marketing tool online
Because of the ever-shifting and often unclear algorithms and privacy issues of social media, businesses are still leveraging email marketing campaigns to communicate with their customers. As a matter of fact, it is on the rise!
According to MailChimp, in 2020, “Data shows that smaller businesses (those with under 2,000 contacts) saw the biggest increase in engagement since March 2019. Larger businesses still saw increased engagement, but the increase was not as dramatic. This distinction suggests people are looking for opportunities to connect with the small businesses in their communities.”
In turn, e-commerce orders saw substantial gains. An article from Forbes states the pandemic may have accelerated the growth of online sales by four to six years! We’re able to observe that the numbers of both unique buyers and orders are increasing. With social distancing in place, folks are embracing the trend of ordering online and making purchases on the internet, instead of going to physical stores and restaurants. The e-commerce field is here to stay, and continues to expand.
How to put this trend into action
The year 2020 and 2021 have proven that consumers are signing up for email newsletters now more than ever before. So, make the most of that trend in your efforts at email marketing by setting up more landing pages and webforms, in order for your audience to easily sign up to join your list.
Stay ahead of the curve by adopting both personalization and automation processes. In addition, consider how emerging trends like no-code software and paid newsletters might help your business. Contact The Light Digital so we can help you set up a campaign!
