The corona epidemic, which is still having a serious impact all over the world, caused an increase in the density of digital communication, especially in the business arena.
The same tendency was also experienced on the email marketing side.
Our new research examining email deliveries in pre and post corona periods includes a wide range of users. According to the study conducted on data exceeding 100 million deliveries covering different sectors, the overall email read rate increased from 13 percent to 20 percent after the pandemic. Considering that the 1-2 percent increase in the read rate in the field of email marketing is a significant increase, the result of the research shows that the interest in emails from brands in the pandemic period has increased significantly.
Consultancy and personal development take the lead in email read rate increases
With the uncertainty during the pandemic period, it is observed that the need for consultancy of consumers on personal issues increases. In addition, having more time for personal development looked like triggered the online training communication increase.
During the epidemic period, changing regulations and new rights for individuals and institutions were among the most curious issues. The increase in the email reading rate of legal and financial consultancy firms serving in these titles can be clearly observed. Again, although financial stability concerns are prominent in society in general, it is seen that the interest in email communications of brands in the automotive industry is increasing due to the risks created by public transportation and the delayed demand.
No big behavioral change is observed
In email interactions, we observe that the weight of mobile in the balance of mobile-desktop reading has increased by a small margin from 38 percent to 41 percent. Although interest in email content has increased, consumers seem to have progressed with the pandemic previous tools in the devices used. While Gmail, Hotmail, and Yahoo preserved their weight in general reading before and after the pandemic, especially Gmail increased its ratio in total read emails from 38 percent to 45 percent.
When we examine the email reading time frame, we observe that the reading period weights are similar to the previous period. The main difference is, especially between 00:00 and 03:00 at night. We see that the read rate, which was almost zero before the pandemic, showed a positive movement in this hour interval during the pandemic period. In particular, the effect of the change in people’s sleep patterns with the period of working from home on the time periods of reading emails is observed in the statistics.