Email Marketing Performance Has Skyrocketed. How Should Strategies Evolve in a Pandemic?

With email revenue up 86%, brand messaging needs to consider customer mindsets and environments

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Covid-19 has forced millions of Americans to spend a majority of their day-to-day routines at home and, naturally, online shopping has been booming since lockdowns began in the spring. In turn, email marketing performance has also exploded, and the numbers are staggering.

Klaviyo, an email marketing and SMS marketing platform that serves about 43,000 companies globally, reported the following year-over-year metrics:

  • Email revenue is up 86%.
  • Open rates are up 21.8% and clickthrough rates are up 22.5%.
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