Are Email Marketers “Flattening The Curve” Of COVID-19 Messaging?

Are Email Marketers “Flattening the Curve” of COVID-19 Messaging?

Recently, we published an update to the research we had conducted concerning the marketing messaging trends among the world’s Super Senders as the world came to grips with COVID-19. Now, after a month of continued self-isolation and quarantine in many places around the world, we wanted to take another look at the larger trends of email sending and interaction to see how marketers were reacting to the prolonged fight against the virus. Key questions for this analysis were:

  • What are the volume trends for email over 2020? Can we observe some sort of stability or continuing trend?
  • What kinds of mailings are being sent? Do we see a shift in marketing campaigns vs. triggered messages?
  • How are recipients interacting with mailings? Now that many people are staying at home for much of the day, will that affect interaction?

To perform the analysis, we reviewed billions of delivered emails since the beginning of the year. All times displayed are in Eastern time for ease of visualization, and all volumes are relative.

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[Updated 3/31] What We See With Email Rates During COVID-19

[Updated 3/31] What We See with Email Rates During COVID-19


As we enter another week where the world is mostly under shelter-in-place orders due to COVID-19, we’re continuing to monitor delivery and engagement rates for email marketing sends. We wanted to know:

  • How are brands communicating with users during the crisis?
  • Are users more likely to interact with mailings now that many are sheltering in place?
  • Are users more likely to unsubscribe from mailings?

Email continues to be a critical tool for enterprise brands during these uncertain times. For most industries, consumers are clicking and buying, and even in sectors like travel and hospitality where marketing has essentially been paused, email will be one of the most important channels in getting things ramped back up.

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Webinar Recap: Economic Impact Of A Modern Data Infrastructure

Webinar recap: Economic Impact of a Modern Data Infrastructure

For Super Senders that have considered moving to a modern data infrastructure, the biggest hurdle is often the bottom line for basically every business: cost. No matter how much benefit the Marketing team sees from having better data access, if it can’t be directly tied to revenue and a tangible ROI, it’s liable to be passed over for more pressing needs.

Because we’re believers in the immense power of a modern data infrastructure to revolutionize the way marketers use their data, though, we decided to partner up with MarTech Review and LumenData to do a close examination of the costs and savings associated with this sort of investment in order to develop a research-based ROI model so that companies can go into the decision-making process more confidently because they have better information.

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Research: How Should You Follow Up A Mailbox Full Bounce?

Research: How Should You Follow Up a Mailbox Full Bounce?

A few weeks ago, we shared our research on different types of bounces and their implications for senders. One of our most notable findings pertained to Mailbox Full bounces — specifically, that almost ⅓ of recipients with a Mailbox Full bounce opened another message within the next 12 months.

The surprising results sparked conversation in the industry, with senders and providers debating how to handle Mailbox Full bounces in light of the data. Rumors have also been swirling of Gmail making changes to the way they handle Mailbox Full bounces, so we thought a deeper analysis of the results by ISP was in order.

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Research: What Do Bounces Really Mean For Super Senders?

Research: What Do Bounces Really Mean for Super Senders?

Bounces are inevitable. Every email you send is almost assured to see instances where that mail cannot be delivered — whether temporary or permanent. These bounces create a variety of responses from marketers: some ignore them, some meticulously analyze bounce logs, and others retry sending every. single. one. The recommended approach is somewhere in the middle, leaving many marketers to question how they should handle certain types of bounces and what those rejections really mean.

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Research: The Benefits Are Clear With Modern Data Warehouses

Research: The benefits are clear with modern data warehouses

Our exclusive new research into the enterprise marketing experience with modern data warehouses (MDWs) uncovered lots of interesting information about how those relationships are working from the marketing side. While the general tenor was quite positive, we received a wide variety of responses to our questions, as one would expect.

But the most consistent, resounding response came to our question about benefits to working with an MDW. No matter the size of the organization or their responses to other questions, enterprise marketers overwhelmingly said that they saw the benefits from having their data in an MDW.

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MessageGears Research: The Modern Data Warehouse Is A Catalyst For Marketing

MessageGears Research: The Modern Data Warehouse is a Catalyst for Marketing

For enterprise marketers, the dream when it comes to cross-channel marketing is to be able to easily access and utilize the data they have to deliver campaigns that feel personalized to the individual customer. But what’s been clear for some time is that’s a dream that’s rarely realized, with data hard to get out of various sources and nearly impossible to reliably get up to the ESP’s marketing cloud in order to build out those targeted campaigns. Response time lags, data feeds break, security is questionable, and everything’s often just generally a mess.

If this sounds familiar to you, you’ll want to watch for our upcoming research report, examining our Q4 survey in which we examined marketers’ experience with modern data warehouses, looking at the challenges and benefits they’ve encountered from their investment in consolidation and access for their customer data with a modern data warehouse.

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Channel Silos Are Negatively Impacting Message Personalization

Channel Silos are Negatively Impacting Message Personalization

As consumer expectations for personalization across marketing channels continue to increase, the importance for brands to smartly utilize the customer data they’ve collected grows alongside it. But, even for those marketing teams that are personalizing campaigns across multiple channels — from email to mobile push and SMS — channel silos threaten to damage the overall customer experience they’re trying to create.

While it’s easy to build campaigns in each channel separately — and most multi-channel ESP platforms require you to do so — it’s essential for marketers to think of these various channels as one interconnected way of communicating with customers. Why? Because that’s precisely the way customers think of them. And that’s especially true for Super Senders. All of the communications consumers receive are associated with the brand they receive them from, and they expect these channel to be seamless. If one channel doesn’t appear to know what the other is doing, that hurts trust and that overall experience with the brand.

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Research: Data Friction Takes A Financial Toll On Enterprise Brands

Research: Data Friction Takes a Financial Toll on Enterprise Brands

For years, it’s been clear that syncing data back and forth to their ESP’s cloud has been a drain on enterprise brands, given the massive size of their datasets and the sheer volume of personalized messages they send on a monthly basis. It’s a business relationship that’s only been sustainable because the ESP marketplace doesn’t offer many alternatives that are truly built for the Super Senders rather than the mid-market.

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Webinar Recap: Exploring The Hidden Costs Of Data Friction

Webinar Recap: Exploring the Hidden Costs of Data Friction

For many enterprise marketers, shipping and syncing customer data with their ESP’s cloud is just considered one of the inevitable — annoying but inevitable — parts of sending personalized campaigns. What else can they do? They have to use their ESP to build campaigns, and the data has to get out to them somehow. For large brands, that means copying the segment of data they need, shipping it out to their ESP’s marketing cloud, and using that copy to personalize their communications.

But all of that takes work. It requires someone’s time to replicate that data and sync it with the cloud. There’s the time spent waiting for the sync to complete, and the time spent dealing with triggered campaigns sending confusing messages based on outdated data. And there’s the fact that you’re paying to store the same data twice — once in your own database, and then again in your ESP’s cloud. Those are just a few of the costly problems with this process.

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MessageGears announces $12M to eliminate data friction for enterprise marketers

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