46% Increase in Clickthrough Ads Served in Email Newsletters Due to COVID-19, Reports LiveIntent

By Ameya Dusane Apr 06 2020 | 05:54 PM | 2 Mins Read | Read Mode

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Consumer engagement with health and fitness and hard news focused newsletters increased during the pandemic.

New York, NY: LiveIntent, the people-based marketing platform that reaches 250 million logged-in people each month via its 2,500 brands and publisher partners, today announced new data on the increasing use of email newsletters during the COVID-19 pandemic, specifically in the “health and fitness” and “hard news” (law, government and politics) categories.

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Over the past month, health and fitness newsletters have seen a 34% increase in engagement (meaning: opens of emails) and a 46% increase in click thru of the ads that are served in these email newsletters by LiveIntent. In that same time frame, hard news newsletters have seen a 23% increase in engagement (opens) and a 20% increase in click thru of the ads that are served by LiveIntent.

“In these tumultuous times where people are desperate for trusted news sources, email is coming to the fore. Email is content that people have opted in to, and it is coming from publishers they trust,” said Kerel Cooper, SVP Global Marketing at LiveIntent. “People are both looking for a little escape and tips on how to stay healthy, and they’re looking to learn the actual state of affairs. Our advertisers have been pleasantly surprised to learn people are engaging with the ads served in emails that both serve escapism and the current state of affairs.”

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Earlier this month, LiveIntent reported that its platform has seen a 5% increase in email opens as people began to spend even more time on email.