COVID-19 has impacted the retail industry in various ways, one of which is eCommerce email marketing. We've seen huge upticks in online shopping as users are adapting themselves to more of a contactless shopping experience. Online merchants have already sold an extra $102 billion in 2020. moreover, there was a 50% increase in shoppers who are using email marketing for eCommerce shopping purposes.

As online shopping hit record highs, so did the number of retailers who took advantage of a trusted brand's email marketing service and the number of online shoppers engaging with email marketing for eCommerce for the first time. Many email marketers tried to adapt by capitalizing on the huge increases in online shopping.

eCommerce Email Marketing; Email Marketing for eCommerce
eCommerce Email Marketing

How Did eCommerce Email Marketing Behavior Change During COVID-19?

COVID-19 has had a significant impact on eCommerce email marketing behavior and the entire online shopping experience. Email marketing open rates have experienced a lift of more than 15% in comparison to 2019. This is not a surprise as many online retailers leveraged their email marketing service as a channel for communicating updates on COVID-19, and informing how the customer shopping experience would potentially be changing.

Email marketing click rates however, had huge decreases initially before ultimately bouncing back. This was a sign of initial uncertainty in online shopping, before consumers essentially took the leap in trusting email marketing for eCommerce as the new norm in online shopping during COVID-19. Now, email marketing click rates in the eCommerce industry are at record highs!

Email marketing for eCommerce has continued to draw huge revenue numbers, before and even more-so during the pandemic with increased conversion rates throughout quarantine periods across the globe. Conversion rates have increased by more than 15% year-over-year and we've even seen acceleration as the pandemic has continued to progress.

Retail Lessons in eCommerce Email Marketing

The shift in online shopper behavior brought to the forefront that shoppers became increasingly reliant on eCommerce email marketing and leaned on their to trusted brand marketing emails for both updates and eCommerce purchases, therefore driving open rates through the roof. In turn, email marketing for eCommerce became an extremely effective communication channel for consumers worldwide. As online shoppers began testing online shopping through email marketing for eCommerce, they were initially hesitant to make the jump, negatively impacting click rates at the beginning of the pandemic. Once consumers became comfortable with changing their shopping habits they clicked and made their purchase, increasing eCommerce email marketing conversion rates and generating incremental eCommerce sales.

eCommerce brands should note this consumer behavior and seek to improve their eCommerce email marketing campaigns by learning from the data, being prepared, and recognizing eCommerce email marketing as a channel that can be leveraged during times like these. Here are some tips to stay on top of your eCommerce email marketing game:

  • Grow your email list. Increase your audience size and extend your consumer reach.
  • Increase your automated and behavioral triggers. Add the ability to deliver relevant eCommerce email marketing messages, making your email campaigns even more valuable. Consider how a simple cart or browse abandonment can help remind consumers and drive conversion.
  • Optimize your email marketing campaigns. Ensure your eCommerce email marketing campaigns have been optimized. Note which ones might need updating during a potential pandemic like COVID-19.

eCommerce email marketing and online shopping will be forever changed by COVID-19, but it doesn’t mean you can't have a thriving eCommerce email marketing program and business. Build stronger consumer relationships and become a better email marketing service provider for your customers. At the end of the day, your eCommerce email marketing campaigns will be welcomed by your customers if you're a trusted brand within the industry and that's what matters for future growth in the midst of a pandemic like COVID-19.

eCommerce Email Marketing During COVID-19
Maxine Reynolds - NITRO PLUG Digital Marketing

Maxine has extensive experience in the digital space and in driving positive experiences for clients. Her background touches large companies, where she successfully led marketing teams through grownd-breaking initiatives.

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