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COVID-19: Tracking the impact on retailers
Overview: Email activity experienced minor variation during the week of May 10th when compared to the previous week
- Average sampled brands: 28
- Attribution window: 24 hours
Open rates experienced a small drop of -4% in the most recent week; also falling -3% below the rate obtained the same week in 2019.
Click rates decreased at -2% compared to the week of May 3rd; -15% below the rate scored last year during the same week.
In line with opens and clicks, engagement reveals a minor variation of 1% compared to the previous week. But falls -12% below the rate seen the same week in 2019.
Overview: Online sales have been on a decreasing trend over the past two weeks; achieving results below the year-over-year counterparts
- Average sampled brands: 22
- Attribution window: 24 hours
Transaction rates decreased -14% week-over-week; scoring -20% below the rate obtained in the equivalent week of 2019.
Revenue per email
Revenue per email showed a -10% decrease when compared to the week of May 3rd; -20% below the rate obtained the same week in 2019.
Percentage of brands with lower YoY weekly volume
Year-over-year volume rose by 10% for the weeks between 2/2 and 3/21; however, volume has declined by -7% in the past 8 weeks from 3/22 through 5/16. For the week of May 10th, there was a -5% drop in volume, and 39% of our sampled brands had lower year-over-year weekly volume. This was the lowest percentage sending less volume since mid-March. 43% of the tracked brands sent fewer campaigns during the week of May 10th in 2020, than they had in 2019.
Healthcare Heroes, Virtual Prom, and Pride 2020
are all trending in email campaigns this week.
Additional contributors to this report include Monica Ortiz and Shelley Kessler.
Dorian is an Associate Marketing Strategist at Cheetah Digital. Throughout his career, he has been focused on analytical reporting, competitive analysis, and impactful digital content creation for a variety of clients and projects. He is a natural synthesizer with the ability to transform data points into strategic frameworks and recommendations.