Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here.
Email Marketing Performance Has Skyrocketed. How Should Strategies Evolve in a Pandemic?
Email has roared to life amid the pandemic, with two platforms reporting surges across tens of thousands of companies. Email marketing platform Klaviyo reported that year-over-year email revenue was up a staggering 86% and open and click-through rates were up more than 20%, and ecommerce marketing platform Omnisend reported similar numbers. So how can marketers take advantage of this? Adweek’s Ian Zelaya talked to a few experts, who offered these tips:
- Rather than lamenting that things are crazy, be honest about the current environment…