LiveIntent Reports Increase in Open Rates of Email Newsletters Due to COVID-19
Mar 18 2020 | 12:30 AM | 2 Mins Read | Read ModeTo share a press release or news update, please email our Features Editor, Ameya at: ameya.dusane@martechadvisor.com
Newsletters in the ‘shopping’ category have been performing well. With stores announcing their closures, brands are trying to push more performance out of the email channel -- traditionally a brand’s top performer.
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. In the wake of Covid-19, with more people working from home, LiveIntent’s platform has seen a 5% increase in email opens as people begin to spend even more time on email.
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“As people are social distancing and beginning to heed the governmental warning about isolating themselves, email engagement is likely to increase,” said Kerel Cooper, SVP Global Marketing at LiveIntent. “Why? Because email newsletters represent a 1:1 relationship with a trusted news source, as opposed to untrustworthy user generated content that proliferates on social media.”
Other findings include:
- Over the past week, newsletters themed ‘Arts & Entertainment’ and ‘Style & Fashion’ newsletters are performing the best compared to previous weeks.
- Interestingly, newsletters in the ‘shopping’ category have been performing well. With stores announcing their closures, brands are trying to push more performance out of the email channel -- traditionally a brand’s top performer. Ads within the shopping newsletter category have performed particularly well, as consumers are looking to the trusted email channel as a place for commerce during a time when their in real life shopping experiences are disrupted.
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