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

Klaviyo reports an 86% year-over-year increase in email revenue and a 21.8% increase in open rates. Getty Images

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.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.