Email response is rising even while website traffic is declining during the pandemic, according to a study by Glance Inc., a firm that offers metrics-reporting for digital marketers.
There has been a 200% surge in email marketing engagement, and a 13.6% falloff in web traffic overall and a 27.7% reduction in page views.
Business & industrial marketers have generated a 289.79% uptick in email traffic, and the sports sector has risen 206.3%.
Even the travel industry, which has been particularly hard-hit by COVID-19, has enjoyed a 49.95% increase in email engagement.
Glance Inc. examined data from Google Analytics that it has on its platform. The company found that paid social and Google Ads increased by 52%. But paid search has decreased by 44%, while organic and direct search traffic fell by 11%.
In terms of web traffic, the Home and Garden sector is doing the best, with a 54% increase in web page views. And online communities have pulled a 31% increase.
But traffic is down in several other areas, including internet and telecom (36%), jobs and education (36%) and news (49%).
Glance found the news decline especially surprising.
“Every ounce of reasoning dictates that this number should not be negative, much less -49%!” the study states. “Are people saturated with the news? Has over-sensationalism finally caught up with news websites?”
Glance also documented a bounce rate of 90% that was observed for new users across sectors.
But the Finance sector saw a 42% decrease in its bounce rate, while online had a 10% drop.
Meanwhile, there has been a 15.9% decline in web traffic by new users, but a 13.3% jump among returning users.
The latter points to a “trend of aspirational planning. It looks like seasoned travelers and regular users of these travel sites are taking this opportunity to plan out their next vacation/travel,” the study notes.
Marketers have reduced their digital advertising by 27%. But brands in some areas have increased it by staggering proportions:
Meanwhile, the Arts & Entertainment area saw a 51.6% increase in direct traffic, while online communities saw a rise of 46.70% and Home & Garden had an increase of 24.77%.
In addition, the beauty & Fitness area has experienced a 127% leap in organic traffic, while Home & Gardens is up 65% and Healthcare has risen 37%.