Email Newsletter Opens Spike During Crisis: Report

LiveIntent has seen a 5% increase in email opens as more people work from home during the COVID-19 outbreak.

The best performers over the past week were newsletters focused on  the arts & entertainment and style & fashion categories, compared with prior weeks. 

Shopping newsletters have done well because stores are closing brick-and-mortar locations and brands are trying to leverage email, the company says.  

In addition, consumers are looking to the email channel as a conduit for ecommerce, the company says. 

“As people are social distancing and beginning to heed the governmental warning about isolating themselves, email engagement is likely to increase,” states Kerel Cooper, senior vice president, global marketing, at LiveIntent, a marketing platform that claims to reach 250 million logged-in people per month

Cooper adds that “email newsletters represent a 1:1 relationship with a trusted news source, as opposed to untrustworthy user-generated content that proliferates on social media.”

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