Email marketing sees performance boost during COVID-19

An overview of email marketing performance during the novel coronavirus (COVID-19) outbreak.

The novel coronavirus (COVID-19) outbreak has given email marketing a boost in performance, according to an analysis of over six billion emails by Campaign Monitor.

Email open rates reached one-fifth (21.2%) in April 2020, an increase of 3.6 percentage points (pp) from 17.6% in the previous year. Both the click-through and click-to-open rates rose 0.6pp in April 2020 to 3.1% and 14.6% respectively. Despite more opens, the unsubscribe rate held steady at 0.14%.

However, fewer emails were opened in April than in March, with the open rate dipping by 0.5pp between the two months. This may suggest some...

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