{"id":14872,"date":"2021-03-12T00:00:00","date_gmt":"2021-03-12T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/wie-covid-den-e-mail-versand-beeinflusst-hat\/"},"modified":"2026-07-24T03:33:36","modified_gmt":"2026-07-24T03:33:36","slug":"wie-covid-den-e-mail-versand-beeinflusst-hat","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/de\/blog\/email\/wie-covid-den-e-mail-versand-beeinflusst-hat\/","title":{"rendered":"COVID-19-Umfrage: Wie die Pandemie den E-Mail-Versand beeinflusst hat"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By now, we\u2019re all well aware of the effects COVID-19 has had on communication over the past year (and probably sick of most of it). This includes email, obviously \u2013 during the pandemic, brands are trying to change their strategies to maintain engagement and conversion rates.<\/p>\n\n<p class=\"wp-block-paragraph\">But<b> the effects of the pandemic on sending email<\/b> can have a positive silver lining. We mean it. We can see how brands have adapted, and how their new strategies will factor into broader email trends both throughout this year and beyond.<\/p>\n\n<p class=\"wp-block-paragraph\">To gather insight, this week at Pathwire we\u2019ve<b> surveyed <\/b>760 senders to ask them how they\u2019ve changed their email game in the last year. We\u2019ll use our handy results to discuss how emailing has evolved during the pandemic and what you can do to keep your email program strong. And no, it won\u2019t be as hard as most of 2020.<\/p>\n\n<p class=\"wp-block-paragraph\">Ready? Let\u2019s dive in.<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-3623\"><p class=\"h5 m-0\" id=\"toc-title-3623\">Table of contents<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#how-covid-19-has-changed-brands-email-strategy\">How COVID-19 has changed brands\u2019 email strategy<\/a><a class=\"scrollme link-body-color\" href=\"#changes-in-email-strategy\">Changes in email strategy<\/a><a class=\"scrollme link-body-color\" href=\"#changes-in-budget\">Changes in budget<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#how-much-and-how-frequently-brands-are-emailing-their-customers\">How much and how frequently brands are emailing their customers<\/a><a class=\"scrollme link-body-color\" href=\"#email-volume\">Email volume<\/a><a class=\"scrollme link-body-color\" href=\"#email-frequency\">Email frequency<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#how-email-engagement-has-changed-during-the-pandemic\">How email engagement has changed during the pandemic<\/a><a class=\"scrollme link-body-color\" href=\"#open-rates\">Open rates<\/a><a class=\"scrollme link-body-color\" href=\"#click-through-rates\">Click-through rates<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#how-brands-have-adapted-their-email-messaging-during-the-pandemic\">How brands have adapted their email messaging during the pandemic<\/a><a class=\"scrollme link-body-color\" href=\"#email-content\">Email content<\/a><a class=\"scrollme link-body-color\" href=\"#email-relevancy\">Email relevancy<\/a><a class=\"scrollme link-body-color\" href=\"#adapted-communications\">Adapted communications<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">05<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#maintaining-a-healthy-email-list\">Maintaining a healthy email list<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">06<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#key-learnings\">Key learnings<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">How COVID-19 has changed brands\u2019 email strategy<\/h2>\n\n<p class=\"wp-block-paragraph\">COVID-19 impacted a lot of in-person and public communication. It makes sense that brands would pivot toward more emailing throughout 2020 \u2013 that\u2019s one sure-fire way to reach an audience at home.<\/p>\n\n<p class=\"wp-block-paragraph\">Of course, it <i>also <\/i>makes sense that, as email volume grew, brands would find ways to distinguish themselves (<a href=\"https:\/\/www.mailgun.com\/de\/blog\/email\/der-weg-zu-e-mail-engagement-in-2021-wichtige-erkenntnisse\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u><b>strategy changes<\/b><\/u><\/a><b>, bigger budgets<\/b>) in crowded inboxes. Our data supports these changes and gives insight to communication shifts during the pandemic.<\/p>\n\n<h3 class=\"wp-block-heading\">Changes in email strategy<\/h3>\n\n<p class=\"wp-block-paragraph\">Obviously, the world changed last year and so did the way we email \u2013 at least for nearly half of respondents. <b>49.7% of senders say they have adapted their email strategy due to the pandemic<\/b>, and only around a third of respondents have made no change to their strategy during the past year.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Over the past year, would you say the pandemic has caused you to change your email strategy?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;49.7&quot;,&quot;13&quot;,&quot;35.1&quot;,&quot;2.3&quot;]\" data-chart-colors=\"[&quot;#d1e2e9&quot;,&quot;#6099aa&quot;,&quot;#1c5b6b&quot;,&quot;#062025&quot;]\" data-chart-titles=\"[&quot;Yes, my email strategy has changed due to the pandemic&quot;,&quot;My email strategy has changed, but not due to the pandemic&quot;,&quot;No, my email strategy has remained the same&quot;,&quot;I don&#039;t know&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #d1e2e9\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>49.7%<\/span> Yes, my email strategy has changed due to the pandemic            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #6099aa\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>13%<\/span> My email strategy has changed, but not due to the pandemic            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #1c5b6b\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>35.1%<\/span> No, my email strategy has remained the same            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #062025\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>2.3%<\/span> I don&#8217;t know            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">These statistics speak to the pandemic\u2019s <b>shift toward virtual communication<\/b>. With public events and other forms of offline marketing postponed, most brands began to rely more heavily on email \u2013 the best-performing marketing channel and the easiest way to send personalized communications at scale.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">As for the 2.3% who didn\u2019t know&#8230;we feel you.<\/p>\n\n<h3 class=\"wp-block-heading\">Changes in budget<\/h3>\n\n<p class=\"wp-block-paragraph\">But did those shifts in the email strategy translate into changes in email budget? Well, not really. <b>Email budgets have mostly remained the same (60.6%)<\/b>, but over a quarter of respondents (27.1%) say they\u2019ve spent more. And while the pandemic has caused economic struggles for brands all around the world, only 12.4% of respondents say they have decreased their email budget during the past year.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Has your budget for email communications changed since the start of the pandemic?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;27.1&quot;,&quot;12.4&quot;,&quot;60.6&quot;]\" data-chart-colors=\"[&quot;#d1e2e9&quot;,&quot;#6099aa&quot;,&quot;#1c5b6b&quot;]\" data-chart-titles=\"[&quot;Increased&quot;,&quot;Decreased&quot;,&quot;Stayed the same&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #d1e2e9\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>27.1%<\/span> Increased            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #6099aa\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>12.4%<\/span> Decreased            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #1c5b6b\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>60.6%<\/span> Stayed the same            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\"><b>Budget increases tie into the increase in pandemic emailing, but it can also be linked to an increased investment in tools and features too.<\/b> Two-thirds of respondents say they have introduced changes to make their emails more relevant, and nearly a third have started <a href=\"https:\/\/www.mailgun.com\/blog\/product\/risk-free-email-verification-from-mailgun\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>validating email addresses<\/u><\/a> to maintain a healthier email list.<\/p>\n\n<h2 class=\"wp-block-heading\">How much and how frequently brands are emailing their customers<\/h2>\n\n<p class=\"wp-block-paragraph\">So we generally know, even just by looking at our own email accounts, that there\u2019s been more email sending during COVID-19. But by how much? And how often? The answers may (not) surprise you.<\/p>\n\n<h3 class=\"wp-block-heading\">Email volume<\/h3>\n\n<p class=\"wp-block-paragraph\">Staying in touch with customers throughout lockdown and periods of self-isolation has not been easy, but email has been the go-to channel for brands to maintain that relationship.<b> A full 55.5% of respondents say they\u2019ve emailed their customers more since the start of the pandemic<\/b>. Only 14.9% of senders say they\u2019ve emailed them less.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Since the start of the pandemic, would you say the volume of email you send has changed?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"bar\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"60\" data-chart-color=\"#97c0cc\" data-chart-values=\"[&quot;55.5&quot;,&quot;14.9&quot;,&quot;29.6&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;I have sent more emails than before&quot;,&quot;I have sent less emails than before&quot;,&quot;My email volume hasn&#039;t changed&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">The pandemic forced many brands to pivot heavily to email, and the increased volume is a result of many marketing strategies condensed into one of the few COVID-safe, distanced channels for personalized communication at scale. Unless you wanted to break the rules, email was pretty much the way to go this year.<\/p>\n\n<h3 class=\"wp-block-heading\">Email frequency<\/h3>\n\n<p class=\"wp-block-paragraph\">Brands have sent more emails during the past year, and also more often.<b> 49.1% of senders say they have emailed their customers more frequently than before<\/b>, and just 14.7% send emails less often.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Since the start of the pandemic, would you say the frequency with which you send email to your audience has changed?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"bar\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"60\" data-chart-color=\"#97c0cc\" data-chart-values=\"[&quot;49.1&quot;,&quot;14.7&quot;,&quot;36.1&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;I send email more frequently than before&quot;,&quot;I send email less frequently than before&quot;,&quot;My email frequency has remained the same&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">When it comes to the specifics of email frequency, brands are emailing more often now than they did pre-pandemic. And it\u2019s not surprising \u2013 the past year has been unpredictable, and <b>it\u2019s been hard to keep up with the constant changes<\/b> that impacted our daily lives. Brands have had to rely on email to keep customers up-to-date on everything from new offerings to altered opening hours, changes to shipping schedules, and other unforeseen circumstances that have impacted their operations and customer support.<\/p>\n\n<p class=\"wp-block-paragraph\">While over half (55.6%) of the brands surveyed messaged their customers only once per month pre-pandemic,<b> <\/b>that number has dropped to a current 40.2%. <b>Now, senders are more likely to send emails at least twice a month<\/b> (19.3% pre-pandemic, 24.3% now) or once per week<b> <\/b>(14.2% pre-pandemic, 17% now).<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                How often do you send marketing  or announcement emails to your customers?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"column-grouped\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"60\" data-chart-values=\"[[&quot;40.2&quot;,&quot;55.6&quot;],[&quot;24.3&quot;,&quot;19.3&quot;],[&quot;17&quot;,&quot;14.2&quot;],[&quot;12&quot;,&quot;6.1&quot;],[&quot;6.5&quot;,&quot;4.8&quot;]]\" data-chart-colors=\"[&quot;#97c0cc&quot;,&quot;#1c5b6b&quot;]\" data-chart-titles=\"[&quot;Once a month&quot;,&quot;Twice a month&quot;,&quot;Once a week&quot;,&quot;Twice a week&quot;,&quot;Daily&quot;]\" data-chart-series=\"[&quot;Now&quot;,&quot;Pre-pandemic&quot;]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 flex-wrap justify-content-center\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #97c0cc\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                Now            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #1c5b6b\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                Pre-pandemic            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">This increase could also be attributed to the need to maintain a strong relationship with consumers while offline communication was off the table. If you want your customers to remember you, an email just once per month may not be enough. Trust us, we know how this email thing works.<\/p>\n\n<p class=\"wp-block-paragraph\">However, 40.2% of businesses only sending monthly emails is still a large share of brands. And what\u2019s most interesting: this low frequency actually contradicts customers\u2019 desires. According to our <a href=\"https:\/\/www.pathwire.com\/research\/email-engagement-2021\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>2021 Email Engagement Report<\/u><\/a>, <b>a full 78.5% of respondents said they wanted to hear from their favorite brands at least once per week,<\/b> and 51.9% wanted to hear from them more than once per week.<\/p>\n\n<h2 class=\"wp-block-heading\">How email engagement has changed during the pandemic<\/h2>\n\n<p class=\"wp-block-paragraph\">With many people stuck at home with less-than-divided attention, brands may have hoped for higher engagement rates with their audiences. But did users\u2019 habits actually reflect these hopes?<\/p>\n\n<h3 class=\"wp-block-heading\">Open rates<\/h3>\n\n<p class=\"wp-block-paragraph\">Luckily, the answer seems to be a moderate \u201cyes.\u201d In our survey, 77.5% of respondents said the pandemic hasn\u2019t had a negative impact on their open rates. In fact, <b>40% of respondents said their open rates have increased during the pandemic<\/b>.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Since the start of the pandemic, would you say your open rates have increased, decreased, or stayed the same?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"bar\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"50\" data-chart-color=\"#97c0cc\" data-chart-values=\"[&quot;8.3&quot;,&quot;14.2&quot;,&quot;37.4&quot;,&quot;34.8&quot;,&quot;5.2&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;Decreased significantly (decline of -10% or more)&quot;,&quot;Decreased slightly (decline of -1% to -10%)&quot;,&quot;Remained the same&quot;,&quot;Increased slightly (improvement of 1% to 10%)&quot;,&quot;Increased significantly (improvement of 10% or more)&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<h3 class=\"wp-block-heading\">Click-through rates<\/h3>\n\n<p class=\"wp-block-paragraph\">The same luck holds true for click-through rates. 80.6% of respondents haven\u2019t seen any negative impact on their click-through rates during the pandemic. In fact, <b>38.2% of respondents say these have increased during this period<\/b>. So, there you have it \u2013 there\u2019s one good thing that happened this year.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Since the start of the pandemic, would you say your click-through rates have increased, decreased, or stayed the same?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"bar\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"50\" data-chart-color=\"#97c0cc\" data-chart-values=\"[&quot;8&quot;,&quot;11.4&quot;,&quot;42.4&quot;,&quot;34.1&quot;,&quot;4.1&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;Decreased significantly (decline of -10% or more)&quot;,&quot;Decreased slightly (decline of -1% to -10%)&quot;,&quot;Remained the same&quot;,&quot;Increased slightly (improvement of 1% to 10%)&quot;,&quot;Increased significantly (improvement of 10% or more)&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">All of our homebound, online pandemic time created a surprising positive. <b>More time spent at home on devices, combined with users\u2019 desires to hear from brands<\/b>, worked out well for brands\u2019 engagement rates.<\/p>\n\n<p class=\"wp-block-paragraph\">And how might email messaging have played a factor?<\/p>\n\n<h2 class=\"wp-block-heading\">How brands have adapted their email messaging during the pandemic<\/h2>\n\n<p class=\"wp-block-paragraph\">COVID\u2019s broad changes to global culture and lifestyle made some brands\u2019 messaging feel irrelevant or outdated. Did they, and <i>how<\/i> did they adapt to the changes brought on by the pandemic?<\/p>\n\n<h3 class=\"wp-block-heading\">Email content<\/h3>\n\n<p class=\"wp-block-paragraph\">Unsurprisingly, most brands made some kind of change \u2013 in a year in which everything else has changed, it isn\u2019t shocking to see email messages have too. In fact, only<b> 20.8% of senders say they\u2019ve made no changes to their email content<\/b> over the past year. <\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Over the past year, have you adapted your email content in any of the following ways?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"bar\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"50\" data-chart-color=\"#97c0cc\" data-chart-values=\"[&quot;35.2&quot;,&quot;23.5&quot;,&quot;25.6&quot;,&quot;25.3&quot;,&quot;12.3&quot;,&quot;21.1&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;Increased focus on brand&#039;s mission and values&quot;,&quot;Showcased internal initiatives&quot;,&quot;Highlighted social and local initiatives&quot;,&quot;Increased promotions and discounts&quot;,&quot;None of the above&quot;,&quot;No change&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">The shifting ways of life and social attitudes during COVID-19 have had an impact in brand communications. <a href=\"https:\/\/www.mailjet.com\/blog\/email-best-practices\/email-marketing-trends\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>Consumers now expect brands to align with their values and support the causes they care about,<\/u><\/a> which explains why over a third of respondents say they have increased their focus on their brand\u2019s mission and values. Around a quarter also highlighted different social and local initiatives in their email messages.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Another quarter of brands (25.6%) increased discounts or special offers<\/b> \u2013 <a href=\"https:\/\/www.mailgun.com\/de\/blog\/email\/der-weg-zu-e-mail-engagement-in-2021-wichtige-erkenntnisse\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>which is why most users (56.4%) sign up for brand emails<\/u><\/a>, according to our research. With in-store promotions not as accessible in a social-distanced world, these changes in content reflect closer alignment with consumer desires during the pandemic.<\/p>\n\n<h3 class=\"wp-block-heading\">Email relevancy<\/h3>\n\n<p class=\"wp-block-paragraph\">Inboxes have been crowded during the pandemic \u2013 very crowded. In our 2021 email engagement survey, <b>19% of Americans said they receive more than 50 emails per day<\/b>, and even <i>we <\/i>don\u2019t read that many emails.<\/p>\n\n<p class=\"wp-block-paragraph\">Most senders have realized that sending more relevant emails is the best way to build a better customer experience and increase their ROI in such a competitive space, and only <b>31.1% of respondents say they have made no changes<\/b> to their email relevancy strategy.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Over the past year, have you adopted any of the following strategies for the first time to make your emails more relevant?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"bar\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"50\" data-chart-color=\"#97c0cc\" data-chart-values=\"[&quot;17.3&quot;,&quot;18.9&quot;,&quot;19.4&quot;,&quot;24.1&quot;,&quot;8.8&quot;,&quot;13.2&quot;,&quot;31.1&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;Segmentation based on location&quot;,&quot;Segmentation based on your activity on your website\\\/app&quot;,&quot;Segmentation based on email engagement (opens, clicks...)&quot;,&quot;Customization of the email content through simple personalization, like first name&quot;,&quot;Complex personalization through dynamic content blocks or templating language&quot;,&quot;None of the above&quot;,&quot;No change&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">While most brands used more than one strategy, the biggest overall changes they made was adding simple email customization (24.1%) and introducing <a href=\"https:\/\/www.mailjet.com\/products\/email-marketing\/segmentation\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>segmentation<\/u><\/a> based on engagement (19.4%).<\/p>\n\n<p class=\"wp-block-paragraph\">Interestingly, only 8.8% of senders say they used complex personalization (like dynamic content blocks or templating language). Yes, we know complex personalization requires more effort than simple personalization (\u201cHey, [ First Name]!\u201d), but it\u2019s actually much more effective. On our 2021 email engagement survey, <b>83.3% of users said that an email that seemed to be personalized to their interest was an important factor<\/b> in deciding whether or not to open it.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">Adapted communications<\/h3>\n\n<p class=\"wp-block-paragraph\">Nearly <b>40% of senders have simplified their emails<\/b> to increase authenticity and nearly a third have also adapted their tone to become more human. People like emails that sound like they\u2019re coming from other people, not automated email programs (shocking, we know) and <a href=\"https:\/\/www.mailjet.com\/blog\/email-best-practices\/email-marketing-trends\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>we predict that this shift to more authentic and more human emails will continue throughout 2021.<\/u><\/a><\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Over the past year, have you adapted your communications in any of the following ways?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"bar\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"50\" data-chart-color=\"#97c0cc\" data-chart-values=\"[&quot;39.6&quot;,&quot;32.5&quot;,&quot;16.5&quot;,&quot;12.4&quot;,&quot;10.9&quot;,&quot;22.3&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;Simplified your email designs to increase authenticity&quot;,&quot;Adapted the tone to be more empathetic or human&quot;,&quot;Used email as a channel to provide a two-way conversation with my audience&quot;,&quot;Tested new channels like SMS to reach recipients in different ways&quot;,&quot;None of the above&quot;,&quot;No change&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">We\u2019ve mentioned this before, but it\u2019s worth repeating. When it comes to reaching customers, human touches and authenticity are key.<\/p>\n\n<h2 class=\"wp-block-heading\">Maintaining a healthy email list<\/h2>\n\n<p class=\"wp-block-paragraph\">When brands are sending large volumes of email, an unhealthy email list can be a death sentence. That\u2019s probably why <b>77% of respondents say they have made changes to their email list cleaning practices<\/b> during the pandemic. 40.2% say they have started removing blocks and bounces regularly and 31.4% have started validating email addresses.\u00a0<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Over the past year, have you started using any of the following strategies to maintain the health of your email list?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"bar\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"50\" data-chart-color=\"#97c0cc\" data-chart-values=\"[&quot;13&quot;,&quot;40.2&quot;,&quot;31.4&quot;,&quot;15.5&quot;,&quot;13.8&quot;,&quot;23&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;Introducing sunset policies (removing subscribers from my list who have not opened my emails for an extended period of time)&quot;,&quot;Regular cleaning of my list by removing bounces and blocks&quot;,&quot;Validating email addresses to ensure I&#039;m only sending to real addresses&quot;,&quot;Running a reengagement campaign in an effort to win back my inactive contacts&quot;,&quot;None of the above&quot;,&quot;No change&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">This is a smart move. According to our email engagement report, <b>57.1% of users either unsubscribe or mark a message as spam<\/b> when they receive an unsolicited promotional email from a company, and a further <b>40.5% just ignore it<\/b>.<\/p>\n\n<p class=\"wp-block-paragraph\">As we all know, negative engagement (and non-existent engagement) only spells trouble for your email program. And, in a time where email communication has spiked in importance, list-cleaning is a necessity to make sure you\u2019re <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/sunset-policies-unengaged-recipients\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>targeting interested, high-value customers<\/u><\/a> and getting the response you need.<\/p>\n\n<h2 class=\"wp-block-heading\">Key learnings<\/h2>\n\n<p class=\"wp-block-paragraph\">OK, email is just one aspect of life that has been changed by COVID-19 but, for brands, it\u2019s one of <b>the most important pieces of their marketing strategy<\/b>. <a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/emails-not-dead\/id1464226742\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>Email is far from being dead<\/u><\/a> \u2013 fewer communication options have led to brands increasing the volume and frequency of their sending, and to consumers opening more email and engaging more with content.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">COVID and its effects are (unfortunately) far from over, and there are a few key takeaways you should remember to make sure your email program is the best it can be. These include:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>55.5% of senders have increased their email volume, and 49.1% are emailing customers more frequently. That\u2019s good, to put it mildly. But to do that safely and effectively, senders need to <b>ensure they&#8217;re keeping an eye on their email list cleaning practices<\/b> and maintaining a healthy email list. Strategies like <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/sunset-policies-unengaged-recipients\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>implementing sunset policies<\/u><\/a> or <a href=\"https:\/\/www.mailgun.com\/de\/?post_type=products&amp;p=3103\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>validating email addresses<\/u><\/a> can help brands reach the inbox. Clean out the clutter.<\/li>\n\n\n\n<li>43.6% of users stated <b>personalized communications are very important<\/b> when determining whether or not to open an email, and yet only 8.8% of senders have introduced complex personalization during the pandemic. Using <a href=\"https:\/\/help.mailgun.com\/hc\/en-us\/articles\/360021380793-What-s-Up-with-Mailgun-Templates-\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>templating language<\/u><\/a> and <a href=\"https:\/\/www.mailgun.com\/blog\/email\/simplifying-the-complex-the-basics-of-transactional-email-dynamic-content\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>dynamic content<\/u><\/a> alongside <a href=\"https:\/\/www.mailjet.com\/products\/email-marketing\/segmentation\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>advanced segmentation<\/u><\/a><a href=\"https:\/\/www.mailjet.com\/products\/email-marketing\/tracking-tools\/\" target=\"_tabs\" rel=\"noopener noreferrer\"> can help brands <\/a>send more relevant emails that really speak to their customers. Don\u2019t be afraid to get personal.<\/li>\n\n\n\n<li>The pandemic has changed the way we communicate and consumers now demand more authentic and more human communications. Brands have started to adapt: 39.6% have <a href=\"https:\/\/www.mailjet.com\/blog\/email-best-practices\/email-design-trends\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u><b>introduced simpler designs<\/b><\/u><\/a><b> to increase authenticity,<\/b> and 32.5% have changed their tone to sound more human \u2013 and they&#8217;ll need to keep it up in order to strengthen their bond with their customers.\u00a0<\/li>\n\n\n\n<li>Through this year, 40% of senders have seen increased open rates, and 38.2% have seen increased click-through rates. <a href=\"https:\/\/www.mailgun.com\/de\/?post_type=products&amp;p=3107\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>Analyzing the performance of email campaigns<\/u><\/a> sent during this period will help <b>keep these rates consistent<\/b> (and customer relationships strong) even after the pandemic.\u00a0<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">It\u2019s been a year since the start of COVID (yep, a year). And while the world continues to change, your email program shouldn\u2019t stay the same. Use our insights to navigate the uncertainty and maintain your email health now and through whatever comes next.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By now, we\u2019re all well aware of the effects COVID-19 has had on communication over the past year (and probably sick of most of it). This includes email, obviously \u2013 during the pandemic, brands are trying to change their strategies to maintain engagement and conversion rates. But the effects of the pandemic on sending email [&hellip;]<\/p>\n","protected":false},"author":27,"featured_media":4074,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[20],"class_list":["post-14872","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>COVID-19-Umfrage: Wie sich die Pandemie auf das Senden von E-Mails ausgewirkt hat - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Wie hat sich COVID-19 auf das Senden von E-Mails ausgewirkt? Wir haben Hunderte von Absendern befragt, um herauszufinden, wie Marken ihre E-Mail-Strategie angepasst haben. Weiterlesen...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mailgun.com\/de\/blog\/email\/wie-covid-den-e-mail-versand-beeinflusst-hat\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"COVID-19-Umfrage: Wie sich die Pandemie auf das Senden von E-Mails ausgewirkt hat - Transactional Email API Service For Developers | Mailgun\" \/>\n<meta property=\"og:description\" content=\"Wie hat sich COVID-19 auf das Senden von E-Mails ausgewirkt? Wir haben Hunderte von Absendern befragt, um herauszufinden, wie Marken ihre E-Mail-Strategie angepasst haben. 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