In the last two months, HubSpot has been analysing how sales and marketing trends in online businesses across the world have been affected by COVID-19 and the global lockdowns, with data collected from over 70,000 HubSpot clients.
Recent data from HubSpot has found 44% more emails are being sent now compared to before the lockdown – with this week’s data showing big changes in sending and opening of the marketing email campaigns.
Other key stats include:
- Marketing emails open rates: open Rates have consistently maintained growth since the COVID period started, reaching a high of 27% the week of April 27 – about 16% higher than the previous week.
- Amount of Marketing Emails: although total sequence sends are still trending higher than pre-COVID levels, there was a decrease in sends by 9% the week of 4/27 compared to the previous week.
- Marketing contacts growth: after last week’s slight increase in the total number of marketing contacts, the week of April 27 saw a decrease of 14% from the previous week.
Inken Kuhlmann-Rhinow – EMEA Marketing Director at HubSpot said: “The importance of email as a marketing tool continues to grow as the pandemic evolves and with open rates continuing to rise significantly, marketers will be beginning to see the impact. But with 44% more emails being sent than before the COVID outbreak, getting an email strategy right is essential and marketers need to be targeted, educational and empathetic. This is a difficult time, and simply being noisier to try and maintain consumer attention won’t work in the long run – it’s about growing better, not growing at all costs.
As open rates continue to remain strong, companies of all sizes are really leaning into email as a channel to effectively connect with their customers. Those who have implemented genuinely useful and informative inbound campaigns will be well-positioned to keep their customers on side, as will marketers who work closely with customer service teams to deliver a well-rounded, holistic customer experience.”