With the marketing industry seemingly in disarray, it is perhaps comforting to know that the humble email newsletter is battling through, with a new analysis showing the medium is bringing in increased revenue in these turbulent times.
According to an analysis of more than 500 publisher clients of PowerInbox, clients generated 24% more revenue from their email newsletters in the latter weeks of March (12-23) as the crisis spread than at the beginning of the month.
The combination of a higher volume of email opens (up 20%) and click-through-rate (up 22%) led to higher overall revenue. PowerInbox said the effective cost per thousand impressions was up approximately 9% over the period.
PowerInbox CEO Jeff Kupietzky commented: “Email is seen as the safe harbour in these tumultuous times.”
Meanwhile a separate study by BounceX has revealed that email open rates have increased by 25% on average since the UK went into lockdown, and are increasing by between 5% and 10% a week.
However, with many brands shuttering their operations and some even closing online stores, it is perhaps unsurprising performance has been volatile at best.
Fashion, for instance, has witnessed an average 30% decrease in conversions and 15% decrease in revenue. Yet while overall e-commerce revenues are down, revenue driven by email marketing has inched up 1.5% in terms of conversion and 0.4% in terms of revenue.
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