Trending Now: Tracking the Impact on Retailers, WFH, Friday the 13th, and Pi Day
Each week, the experts on our strategic services team summarize articles and trends they’re seeing for our clients. We think they’re fascinating — and bet you will too! Here is a peek into what they’ve been talking about lately.
Cheetah Digital | To Send or Not to Send: Messaging in the Age of COVID-19
Inboxes are getting flooded with emails about COVID-19 from everyone from restaurants to insurance providers. Here's what brands should consider before hitting send.
ClickZ | 6 ways to get more out of your digital marketing budget
From boosting your social media presence to identifying your target market, we look at ways to get the most out of your digital marketing budget.
Digital Commerce 360 | How the coronavirus is affecting online retailers
In the short-term, retailers that sell supplies like toilet paper, face masks and water bottles are having significant sales gains due to the coronavirus. Long-term, however, retailers are concerned the coronavirus will negatively impact their 2020 revenue.
Marketing Dive | How brands are taking extra precaution to avoid coronavirus insensitivities
Campaigns are getting dropped for fear of associating with the virus, but an overreaction could also have its downsides.
Covid-19 — Tracking the Impact on Retailers
The impact of COVID-19 is being experienced by every industry. We sampled 28 U.S. retail brands that have mailed during the past 6 weeks to monitor the behavior on email activity during the crisis
- Open rates show a minor drop of -1% during the week of March 8th. But lower rates were seen during prior weeks in 2020 and 2019.
- Click rates suffered a more relevant decrease of -18% during the week of March 8th. The lowest value (1.49%) seen during 2020; but still an ordinary behavior when compared to the rates seen in 2019.
- Engagement overall seems to present an affectation, more evident by the beginning of March. Variances of -6% and -11% occurred during its first two weeks, respectively.
Additionally, 22 U.S. brands were sampled to look at the behavior of online sales. Although they seem to be pretty stable, here are some insights when looking at the variances of these results:
- Transaction rates show negative variances since the beginning of March; -20% during the week of March 1st; and -3% the following week. Overall, 2020’s performance fell on average 20% below the one observed in 2019, but the decline cannot be attributed to the effect of COVID-19.
- Revenue per email also experienced a decrease of -24% during the week of March 1st; however, it appears to recover at 11% the week of March 8th; repeating the same pattern seen in 2019.
Anthropologie — Keep it cozy
Anthropologie adapts its campaign to consider the prevalent global situation, by suggesting thoughtful product choices. It’s a wise attempt to sympathize with its customers’ current needs. The recommendations are grouped in 3 categories differentiated by color for better identification and titled with appealing aspects to put into practice these days: comfort, mindfulness, and calm.
Adapting the commercial strategies to socioeconomic phenomena is crucial for brands to sustain their sales flow and strengthen their relationship with their customers. Well done, Anthro.
Lucky Brand — Staycation
Lucky Brand “redressed” its spring clothing campaign to showcase ideal products for a staycation, in view of the quarantine taking place worldwide. The campaign’s subject line: Trip cancelled? Stay-cay > Vacay, attempts to acknowledge the current situation, express sympathy, and prompt opens.
Imagery within content provides suggestions of ways to have fun at home: board games, healthy eating, and reading. It’s a subtext that strives to generate a sense of understanding and companionship during such troubled times.
Bath & Body Works — Keep germs away
Bath & Body Works animates imagery of high demand products to capture the reader’s attention at a glance and stay relevant The subject line? Things for every kind of spring; an indirect reference to the uncertain times we are going through. The main message title contains a more direct mention to healthcare, and serves as a way to advertise the products usefulness.
Yaymaker — Virtual Paint Nite
Yaymaker (born as Paint Nite) is notifying customers of their shift to virtual small group and corporate events during the outbreak, complete with paint kits delivered right to your door. This new commercial approach creates a sense of community and addresses the very real changes businesses are making to help stabilize revenue during the COVID-19 situation.
Rag & bone — rbLIVE and rbDELIVERED
Rag & bone acknowledges social distancing with rbLIVE; encouraging users to connect via text, chat and video with in-store associates if they are looking for advice. rbDELIVERED introduces a new way to shop online where people can try on their clothes and keep or ship back, if needed.
Working from home
More retailers are adapting to their customers being home more. Cozy, comfortable clothing is a focus, along with building out your home office.
Friday the 13th
Some brands played up Friday the 13th with lucky deals.
Temporary store closings
As some brands move to an online-only presence, their email list is a vital way of staying in touch with customers.
Pi Day, otherwise known as March 13th, is a sweet way to promote discounts and delight. Pun intended.
Just like the transition from winter to spring, the tones in our inbox shifted from neutral to bright.
More CEO notes
More CEOs took to the inbox this week to connect about what their brand is doing. Lots of plain text and heartfelt updates.
Want to see more? Get in touch with us. We’re happy to help and talk about how we can best work together.
Brittany Luebke is a Content Marketing Strategist at Cheetah Digital. You can find her writing through our corporate social media channels, so follow Cheetah Digital on LinkedIn, Twitter, and Instagram. She has worked with email marketing programs since 2007, and her work has won awards from dotComm, Hermes Creative, and MarCom, as well as recognition from Really Good Emails.