Apr 05, 2022
In Welcome to the Forum
Marketing campaigns. Analysis of emergency communications showed that businesses and recipients focused on delivery in response to social distancing. “coronavirus”; "Covid-19 [feminine"; "Pandemic"; "Delivery"; "Residence"; “free shipping”: those words filled our inbox over the past year. Think of the number of emails we have received and opened with these terms since the pandemic disrupted our daily lives. We tried to gauge these and other numbers with a study of pandemic-related emails sent in 2020 . The objective was to understand how quickly italian companies reacted to the Crisis and readjusted their communication strategies to deal with the emergency. The study considered all bulk mailings in the last year (excluding transactional mailings) from company mailing list a sample of approximately 14 billion mailings . Keywords related to covid-19 and delivery in the subject line of email campaigns formed the basis of the research. The results of the analysis confirmed the trends we have all witnessed: covid-themed communications grew in the first phase of contagion . The pattern matched the same trend of the virus and turned into a spike in delivery-focused emails in the early months of lockdown– a sign that businesses have organized and taken shelter after the traumatic and unexpected first blow of the pandemic. A general overview: sending covid-themed emails and open rates we've all had this feeling since march 2020. Every email in our inbox had words like "Covid-19", "Lockdown", "Quarantine", and "Pandemic" in the subject line. Data from our research confirms these impressions: in march 2020, approximately 9% of emails sent used these keywords in the subject line, or almost 103 million out of the total of billions of emails sent. . The numbers gradually declined over the following months, just following the same evolutionary pattern as the virus. After the summer, a percentage increased to match the second wave of infections.