When all else fails, email marketing is still delivering

digitalWith 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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