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COVID-19: Tracking the impact on retailers
Overview. Email activity experienced a lift during the week of May 24th when compared to the previous week
- Average sampled brands: 28
- Attribution window: 24 hours
Open rate
Open rates experienced a lift of 5% in the most recent week; scoring 24% above the rate obtained the same week in 2019.
Click rate
Click rates increased 23% compared to the week of May 17th; 59% above the rate scored last year during the same week.
Engagement rate
In line with opens and clicks, engagement shows a rise of 4% compared to the previous week. And reached the same rate seen the equivalent week of 2019.
Overview. Online sales maintained the increasing trend seen the previous week; and results are still below the year-over-year counterparts
- Average sampled brands: 22
- Attribution window: 24 hours
Transaction rate
Transaction rates increased 7% week-over-week; but scored -7% below the rate obtained in the equivalent week of 2019
Revenue per email
Revenue per email showed an 8% increase when compared to the week of May 17th; -3% 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 -5% in the past 10 weeks from 3/22 through 5/30. Year-over-year weekly volume declined by -8% for the week of May 24th. This is the largest decline we have seen since March 31st. 54% of brands had lower YoY weekly volume. 57% of the tracked brands sent fewer campaigns during the week of May 24th in 2020, than they had in 2019.
Trending Now: Free Masks, Re-Engaging Lost App Users, and Supporting Frontline Workers
Additional contributors to this report include Andrew Herta, Ashley Lockridge, Monica Ortiz and Shelley Kessler.
