Econsultancy: COVID19’s impact on marketing strategies

Econsultancy has released a new report "The Impact of COVID19 on Marketing Strategies". The report is based on a survey across 6 countries and nearly 5,000 respondents. Nearly three-quarters of American respondents (73%) said they had purchased a product or service via email. Similarly, most respondents from the UK (74%), France (74%), Australia (74%) and Spain (61%) said they had also purchased goods via email.

One-third of U.S. respondents (36%) said they are likely to engage with messages related to a recent purchase, and 30% are more likely to engage with offers or relevant content in personalized messages. In addition, 40% of U.S. respondents chose email as their preferred channel for receiving relevant information.

More than three-quarters of US respondents (77%) said they had purchased a product as a result of receiving an email.

Email is such a powerful force that it’s important to optimize its potential, and one factor is frequency of delivery. About one-third of U.S. consumers (32%) are most likely to check messages between 5 p.m. and 10 p.m. Even fewer consumers are most likely to check email during typical work hours (17%), before work (15%), and early in the morning (11%).

Although social media has grown to become the third largest advertising channel after TV and paid search in the past year, far fewer U.S. respondents report purchasing products based on social media ads than email (31%). Interestingly, some consumers (29%) have also purchased products based on social posts.

Personalized approach

Brands may find that using cookies to provide personalized experiences is hampered, as 4 in 10 consumers will only agree to mandatory cookies to protect their online data. With Google set to phase out third-party cookies in Chrome, marketers are already looking ahead to a post-cookie environment.

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