Netimperative
Netimperative
  • Home
  • Ads
  • Content
  • Mobile
  • E-commerce
  • Social
  • Regulation
  • Video
  • Viral
Menu
  • Apple
  • Amazon
  • Facebook
  • Google
  • twitter
  • WhatsApp
  • YouTube

Email open rates soar 25% due to desktop browsing from home workers

April 3, 2020
Email open rates soar 25% due to desktop browsing from home workers

The data comes from the Covid-19 Retail Pulse from BounceX soon to be Wunderkind. a new fortnightly data-backed report, based on insight from tens of thousands of customer data points.

This rise is because usually users are mobile, which leads to more transient, distracted browsing as part of the shopping journey. As more shoppers become static at home, more time is being spent on digesting longer form content via email, meaning there has been a shift from a heavy transactional and promotional email strategy to content-driven messages.

Performance has been very volatile week-on-week, with the hardest hit verticals seeing an average 30% decrease in conversions and 15% decrease in revenue. However, despite the week-on-week drop in overall ecommerce revenue, email revenue has remained mostly flat over the same time period, with a 1.45% lift in conversion and 0.40% lift in revenue.

The shift in online behaviour to desktop has helped email revenue remain steady despite overall business declines—indeed, daily email open rates have seen a 5-10% daily increase week-on-week. This, BounceX suggests indicates an opportunity for increased email send frequency and cadence as more shoppers browse from home.

Email performance will rise as we see more consumers viewing emails on desktop devices. This is because users are mobile, on smartphone devices—leading to more transient, distracted browsing as part of the shopping journey. As more shoppers are static at home, more time is being spent on digesting longer form content via email, meaning there has been a shift from a heavy transactional and promotional email strategy to content-driven messages.

Original research of over 1,000 UK shoppers from BounceX found that knowing when not to communicate with a customer can be just as important as knowing when to communicate with them**. A third (32%) of consumers will unsubscribe to an email list if they feel a retailer is exclusively trying to sell them something, suggesting that brands shouldn’t just sell, but inform, educate and entertain consumers through brand storytelling. And these messages have to be relevant, timely and sent to the right consumer based on their intent triggers.

Rob Massa, General Manager for BounceX EMEA, commented: “Optimising the marketing communications content mix is the key to improving customer engagement and driving conversions. A diverse email programme that balances transactional and content driven messaging will reduce email list fatigue. Retailers should adapt email capture strategies, leveraging an incentive to encourage email sign ups from shoppers.”
“Without the visits retailers are used to from PPC channels, email will be more important to keep traffic levels steady in the short term. For brands sharing things like tips, guides, and videos that provide customers short-term value, will ensure they continue to build a healthy email list. Scale back any messaging on scarcity and urgency that would add unneeded stress in a period where both brands and consumers are dealing with the impact of inventory shorttges,” he concluded.

For further insight, fortnightly trends and for advice on how retailers can regain lost revenues, visit: Bouncex.com/covid-19-retail-pulse

Uncategorized digital marketing, email

Archives

Tags

advertising agencies Amazon analytics Android Apple apps Australia BBC brands Brazil broadband China Christmas comScore content digital marketing ecommerce email Entertainment Europe Facebook France games Germany global Google government images infographic local marketing media Microsoft music Privacy retail Search security smartphones technology Twitter UK video YouTube

Recent Posts

  • Top six Valentine’s Day ads for 2022
  • 2021 Halloween: digital marketing campaigns we loved this year
  • Empowering employees; the critical link between EX and CX
  • Investing in in-app social features is a must in a world that is crying out to be connected
  • QR codes, Gen Z and the future of OOH

Copyright © 2025 Netimperative.

Magazine WordPress Theme by themehall.com

We use cookies to improve the website and your experience. We’ll assume you’re okay with this, but you’re welcome to opt-out
Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT