Email newsletters focused on health and fitness have seen a 34% increase in opens and a 46% hike in click-through rates in the past month, according to LiveIntent.
Hard news e-letters have pulled a 23% uptick in opens and a 20% rise in click-throughs.
These results, based on LiveIntent’s tracking of the ads it serves, differ from those reported on March 17.
At that time, strong growth was enjoyed by newsletters focused on the arts & entertainment and style & fashion categories, compared with prior weeks. Shopping newsletters also were doing well.
LiveIntent also reported a 5% increase overall in March.
The new results show that “people are both looking for a little escape and tips on how to stay healthy, and they’re looking to learn the actual state of affairs.,” states Kerel Cooper, SVP global marketing at LiveIntent.
Cooper adds that in “these tumultuous times where people are desperate for trusted news sources, email is coming to the fore.”