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shermin sathi
Apr 05, 2022
In General Discussions
Levels never seen before. Comparing sending data from a sample of mailup customers, there was a 12% increase in sending between january and june 2020 compared to the same period in 2019, and in some cases a fivefold increase in the number emails sent in a single day. Peak volumes have remained constant even in the months following the first quarantine, as the graph shows:increase in the volume of sending graphic emails source: validity change in keywords and topics covered, inevitably invaded by communications on covid-19; subject lines in inboxes took on an increasingly empathetic tone and the keywords “coronavirus”, “covid”, “pandemic” and “lockdown” proliferated. Analyzing all mass mailings sent during 2020, mailup recorded a spike in communications containing these keywords in the subject line which was highest in march, around 9% of the total company mailing list volume of emails sent. ;less attention to segmentation and deliverability. As volumes soared, in the early stages of the pandemic, deliverability and segmentation best practices were often overlooked, with a consequent increase in the risks of cyber scams such as phishing: inexperienced companies that were forced to resort to online activities necessarily tried to send their communications to dormant, untested and poorly constructed databases without first obtaining authentication systems, while the most experienced companies neglected normal practices of segmentation And of deliverability, sending communications relating to theincrease in opens, due to a greater propensity of users to read communications relating to the pandemic, registering a 30% higher open rate than traditional emails. Among mailup customers, the open rate of emergency-related mailings doubled compared to the average communication and the click-through rate increased by +73%. As the crisis progressed, companies sent fewer emergency communications and began to shift their strategies to meet the changing needs of their audiences and adapt to the new normal. Six months into the pandemic, the characteristics of post-lockdown marketing were:engagement and open rates are back to pre-pandemic levels; although
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shermin sathi

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