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.
We continue to monitor an average sample of 28 U.S. retail brands to provide insights about email activity during the pandemic. Open rates experienced a variance of 11% in the most recent week; 27% above the rate obtained the same week in 2019. Click rates increased 34% compared to the week of April 5th; 126% above the rate scored last year during the same week. Engagement did not present a significant variation compared to the previous week. However, it scored 18% above the average rate seen in the weeks of 2019.
When looking at the behavior of online sales, this week a higher performance is seen when compared to the week of April 5th.
Transaction rates increased 33% week-over-week; and scored 10% above the rate obtained in the equivalent week of 2019.
Revenue per email showed a 40% variance when compared to the week of April 5th; 12% above the rate of 2019 year-over-year.
Year-over-year weekly mailing volume
For the whole time we have been tracking (2/2 through 4/18), the overall volume for our sampled brands has increased by 4% in 2020 compared to 2019. Recent weeks, however, have seen a decline, as volume has dropped -8% year-over-year in the four weeks from 3/22-4/18. For the week of April 12, there was a -2% drop in volume, and 46% of our sampled brands had lower year-over-year weekly volume. As we have seen in the past 2 weeks, 60% of the tracked brands sent fewer campaigns during the week of April 12 in 2020 than they had in 2019.
Year-over-year weekly mailing volume
For the whole time we have been tracking (2/2 through 4/11), the overall volume for our sampled brands has increased 4% in 2020 compared to 2019. Recent weeks, however, have seen a decline, as volume has dropped -10% year-over-year from 3/22 through 4/11. For the week of April 5th, there was a -7% drop in volume, and 48% of our sampled brands had lower year-over-year weekly volume. Continuing a trend we saw last week, 60% of the tracked brands sent fewer campaigns during the week of April 5th in 2020 than they had in 2019.
Cheetah Digital | Why discount programs ≠ loyalty, taking friction out of loyalty, and more
Thinking Caps welcomes loyalty trendspotter and Cheetah Digital’s VP of Global Loyalty Sales Jon Siegal to the podcast to assess those new signs of life sprouting from brands and how investing in loyalty can help them not just stay afloat, but thrive in the pandemic.
ClickZ | New data visualizations show how consumers are now consuming media
This visualization by Visual Capitalist explores how each generation's media consumption is changing during this period of pandemic-induced social isolation.
Forbes | Brands leaning into sustainability on Earth Day 2020 despite current challenges
On Earth Day 2020, these are just a few examples of retailers finding ways to keep sustainability initiatives front and center amid the challenging present circumstances.
Marketing Dive | How social conversations are changing due to COVID-19
In this time of uncertainty, we are here to help brands and retailers adapt to changing consumer needs to create better, stronger, long-lasting relationships.
Food52 — Our wheels stopped turning
Food52 supports Farmhouse Pottery during the pandemic by featuring it in one of its campaigns. COVID-19 has shut down both its flagship and its second retail location, so it is focusing on e-commerce to bring its goods to the customers
A message from the founder was included to attempt to explain the situation and connect with the audience. Synergies and partnerships between brands broaden the reach of the brands’ target audience, and lead to deep engagement, as they entail opportunities to deliver compelling experiences when strategically planned.
Fjällräven — Nature is waiting
Fjällräven celebrates Earth Day by inviting its subscribers to join a content sharing session about ways to make positive impacts on the environment - even during the quarantine. A dedicated hashtag was also made available to share the subscribers’ own environmental initiatives; a tactic that enables bidirectional communication. Instagram Lives represent an alternative to actively engage with followers in real-time and allow them to access a full experience with the brand.
Forever 21 — Masks
Forever 21 celebrates its anniversary by featuring face masks. A trending product that the brand intends to position as a form to support low-income families during the pandemic. The brand manages to combine two significant elements in this campaign, aiming to both, encourage donations, and build a strong identity around social care and support. Getting involved in non-commercial initiatives is a tactical approach for brands to leverage their differentiation, awareness, and customer loyalty.
The J. Peterman Company — Quarantine happy hour
The J. Peterman Company sent a campaign making allusion to a "Quarantine Happy Hour", using the common excuse of "It's 5 o'clock somewhere" when it's too early for it to be socially acceptable to drink.
Email presents the Happy Hour "Specials" by showcasing discounted products. Cocktail recipes are included at the bottom of the email - "Stay at home recipes" for April Rain Martini & Mountain Mojito Mocktail. The CTA encourages you to check the happy hour specials.
Earth Day was a holiday recognized by a good number of brands this year. With many consumers spending more time outside - and wearing athleisure wear all day - it’s a great tie-in.
Masks are making their inbox debut for many retailers, whether it be a craft tutorial on how to make them or retailers selling them.
Mobile spotlight: Send a Snickers
Snickers recently rolled out a campaign encouraging consumers to virtually send a Snickers to an essential worker. Snickers is partnering with Walmart to redeem the coupon, delivered via text. Smart!
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.