Marketing trends

COVID‑19 Email Marketing Trends — How Coronavirus Has Influenced Emails

Key email marketing trends

This year, professionals operating in various fields faced the problem of global quarantine. Small businesses were particularly affected. Consumer behavior has changed, which made suppliers feeling at a loss about choosing the right direction. Many studies have been conducted that contributed to discovering the changes in marketing in businesses and their interaction methods since the beginning of the crisis. Thus, there were some ideas that may help to restore normal business operations.

During the research, no personal accounts of the users who didn’t consent to data processing were used. Representatives of various industries interested in resuming activities on the Internet were involved. Most users are interested in studying statistics; therefore, the study involved a large customer base.

COVID-19 marketing trends: navigating what’s next

It was early in March that pandemic began spreading across Europe and Americas. At that time, the value of global stock market indices dropped, being afraid of the beginning of a global recession. However, Internet users became more active in subscribing to newsletters and receiving crisis advert from the most interesting companies. Number of unsubscribed users reduced, which became obvious after comparing last year’s figures.

The average user activity significantly increased, with more clicks being recorded late in March and early in April than over the whole 2019. Internet activity in all business fields skyrocketed. Businesses didn’t want to lose customers, so small businesses decided to focus on Internet orders. This applies to:

  • restaurants and cafes;
  • companies dealing in non-food products distribution;
  • fitness centers that have switched to online classes, and so on.

The e-commerce segment participants barely noticed the difference. They continued to operate in a routine mode. But those companies that used to interact mostly with real customers before were forced to switch to online mode, which caused significant surg in indicators. The audience, which used to visit offline stores and communicate with consultants in person, preferred to stay at home and use email for communication.

All the non-profit enterprises and public catering organizations started working with emails more active. This indicates that small businesses advertising is thriving, with the companies having successfully switched to delivery. During this period, it is especially important to stay in touch with regular customers and send them notifications about availability of the company’s services. There are also options to support business without leaving your home.

The impact of COVID-19 on small business outcomes

Organizations that interacted with a small audience (up to 2,000 users) increased their operations. Large companies are don’t fall behind either, but their growing indicators are not so obvious. This proves that customers don’t give up communication with small businesses, even under the limited opportunities.

Since the total quarantine was imposed, companies started to send newsletters more rarely. Under the companies’ routine operation mode, advertising notifications were sent twice or even three times a month, but after the global situation worsened, news appears once in three weeks.

Despite the fact that local businesses marketing cut down its activities, users visited the Internet pages of the companies they used to interact with more often. After the quarantine was imposed, the number of newsletters decreased, but there were more clicks proving that buyers were still studying the companies’ websites and placing orders. The difference is especially noticeable for the companies that didn’t refuse mailing out and sent  email newsletters at least once a week.

This makes it clear that customers don’t want to waste a chance to study the news of companies they are used to working with. There is no point in reducing the mailing out frequency, since this can further worsen the situation for small businesses.

You should know that there are a lot of ways to improve yoursite besides the tips listed above. Which strategy ultimately proves the most effective for you depends on your specific competitive landscape: timeframe, skill level, team productivity etc.

Marketing During Coronavirus: recommendations

When you launch an email campaign,  you want to to track all the email messages. You are looking for answers to the following questions:

  • Who got your emails? The emails open tracker software provide the detailed answer to this question. You are able to see the rate which reflects the percentage of opened messages.
  • Who, when and where opened and explored your email? Open tracker gives you the date and time when the email was opened. Also, it gives the data about the devices that were used for reading the emails
  • What link was followed? Emails tracker shows the click-through rate: the ratio between the clicks and all the sent links.
  • What effectiveness is in comparison with the previous email campaign? Email Tracker lets you compare and analyze the results of different messages.

Email is here to help your small businesses as the most efficient tool for interacting with customers. Companies that send newsletters to subscribers at least once a week don’t lose profit. To boost interest in your organization, you should communicate with users as much as possible, offering them:

  • new conditions for placing orders;
  • bargains;
  • information about your company operations;
  • information about expanding product range and much more.

When using a business marketing idea, you should think about what the most important thing for development of a particular company is. Don’t waste a single opportunity to communicate with potential clients, since they should stay confident in the company during the hard economic situation.

All you need to do to study how efficient the selected advertising campaign is, is to choose a suitable service that will monitor email newsletters. This will allow you to determine the users who open your messages and click on the links, and who ignore them. This method will help to improve the informational content of emails to attract the target audience.

It is obvious that these services are easy to use. You don’t need to spend a lot of time configuring them and selecting a list of contacts. Upon another mailing out, the software will perform all the necessary actions on its own and help you to calculate the required indicators. Choose the suggested software like and monitor your advertising campaigns efficiency to promote your business.

7 reasons to prefer digital marketing over TV advertising

It is an irrefutable fact that no business can do well without marketing. Be it a small or giant multinational company; there has to be some budget singled out for marketing. But you have to select the right medium to market your brand correctly.

As the years slip by, the debate between digital marketing and TV advertising has intensified. If you are going through the same dilemma, here are the seven reasons why digital marketing has the upper hand over TV advertisements:

  1. Digital marketing allows you to update ads

One of the biggest pitfalls of the TV advertisements is that you can’t update your ads with the time. Once it is on-air, that’s what people are going to see for a long time until or unless you replace it. For example, let’s say you are promoting a widget. Right after you end up televising an advertisement, you hit upon a significant update which can influence sales. But the arrow has left the arch, and you can’t undo it.

That’s where digital marketing takes precedence over TV commercials. You can always upgrade your ads and keep changing them according to the most recent updates.

  1. You can be selective about your audience

Television is an old medium. It is being used ever since 1939. A period of about 80 years has passed, and that’s why all the age group watching TV. However, it isn’t a guarantee that your product would appeal to every generation. Maybe you want to target only millennials but, by nature, a TV commercial does not draw a line between the people you are targeting. Hence, the ROI is affected.

Digital ads give you a space to customize your audience. We are living in an age dominated by Artificial Intelligence (AI). Today, you can select a specific age group, interests, and geographical locations, and so on according to the nature of your product or brand. That way, you personalize a marketing campaign more efficiently.
  1. Easy to quantify results

Marketing trends keep changing. For instance, what the public liked yesterday, they might not like it today or tomorrow. Therefore, it is the trademark of all the successful companies to not to rely on past glories. They understand that their corporations can only do well if the data can be measured consistently. As an old maxim sums it up very well: “what is measured, can be managed.”

It doesn’t matter even if you are currently at the pinnacle of success; you can’t afford to abandon monitoring data. In simpler terms, it’s a lifelong process. Your marketing direction is heavily influenced by quantifying metrics.

Again, digital ads can help you to track performance way better than TV advertisements. Of course, technology has undoubtedly helped TV commercials to gear up their game, but digital ads beat them with a clear margin in this category. Google Analytics is mainly preferred by marketers to get this job done. However, there is no shortage of suchlike tools.

The digital ads can keep you informed about the variety of data

  1. Covers extensive audience

TV advertisements are mostly limited to geographical locations. It could be a massive barrier for your business because it stops you from being exposed to the global audience.

Let’s consider the example of social media. A study shows that 2.77 billion people are using social media currently. What’s more, the number is all set to touch 3.02 billion by 2021. Now imagine how much you can widen your range by subscribing to the digital ads.

  1. High-level customer engagement

Companies research to the best of their abilities before setting up promotions. However, it is equally essential to know public opinion during marketing campaigns. TV commercials are a one-way street in that sense. Brands convey their message and say all they have to say about their products, but the public can’t engage with them.

On the other hand, digital ads are known for their high-level customer engagement.

You are never unaware of customer opinion. They engage with you and give you first-hand feedback. This critical viewpoint helps to act upon the majority of public opinion, which is a sure way to improve products and services.

  1. It is cost-effective

Even those who propagate in favor of TV advertisements might not be able to afford them. TV ads follow a complex process which makes them such a costly commodity. A TV commercial requires acting, writing, editing, and shooting, while that’s not all, once the ad is ready, you will have to negotiate with channels to televise it. Calculating the costs of this whole process can give nightmares to a small business owner.

Now let’s turn towards digital marketing and take the example of content marketing. The investment in content marketing is low compared to a TV ad. Surely, you can hire agencies, for instance, Designrr Ebook Tool, to write content but you can do it all by yourself as well.

There are several tools available to assist you. Same goes for social media and email marketing. It cannot get any economical than that.

  1. No limitation of time

Out of sight, out of mind. We apply this sentence in relationships, but things are no different in the marketing world. It is a weakness of human nature to forget something they don’t see each other for a long time. TV channels have to give space to multiple brands. So there is a fixed duration, commonly six months, for a single ad.

Nowadays, customers remember you as long as you keep coming on TV. The minute you are away from their eyes, people will place you in the archives of their memory. Digital marketing frees you from this limitation.  


Nobody denies the power of TV ads, but the internet has vastly outsmarted them. There are several authentic studies which claim that future marketing belongs to the digital world. After knowing the reasons mentioned above, one can expect it to happen rather sooner than later.