Check out our 2021 Email Marketing Guide that will help you master your email strategy.

September 4, 2020


It’s booming and it can’t be stopped

This year hasn’t been all rainbows and butterflies, but as always, there’s a silver lining. Well, eCommerce definitely has one.  

As published in eMarketer, eCommerce sales in Q2 2020 grew by 31.8% from the previous quarter and almost doubled (44.5%) in comparison to the same quarter last year. 

Considering the lockdowns and restrictions on in-store shopping, the growth of eCommerce is hardly surprising – so it’s somewhat expected that these growth trends are appearing around the world.

As Associate Professor Ching-Jen Sun, an economist from Australia’s Deakin Business School stated for Mirage News: “Before the pandemic, online retail accounted for around 10% of total retail sales in Australia, and it was thought that the percentage of sales would gradually increase to 12 percent by 2021. Due to the pandemic, we already reached 12% in March this year. Online retail spend grew by 95% year-on-year in April”. 

We all knew that the pandemic would have a significant influence on the way we shop, communicate, and work, but now we also have the numbers to prove it. 

In the US, eCommerce accounted for 16.1% of all retail sales in Q2 and this number will continue to grow in the coming months, even after stores fully reopen. 

Our advice: Despite these positive statistics, don’t leave everything to chance and market trends. Essence of Email team can work on your brand’s email campaigns to keep your sales figures increasing.


Never underestimate multi-factor authentication

It’s been a tough week for email service provider Sendgrid. A major hacking incident resulted in numerous customer accounts and passwords being compromised. 

According to KrebsonSecurity, the data is sold by cybercriminals who specialize in gaining access to accounts by targeting users who re-use the same passwords across multiple websites. One such individual, who goes by the handle “Kromatix”, is offering access to more than 400 compromised Sendgrid user accounts.

Torsten George, a cybersecurity evangelist at Centrify, says that the most shocking part is “That an organization that works with business customers for marketing purposes didn’t already have multi-factor authentication in place for users, and implementing it as a requirement is a critical first step that should happen urgently.”

Steve Pugh, a Chief Security Officer at Twilio, SendGrid’s parent company, stated that the company is already working on implementing 2FA for customer accounts. However, the solution may not come quickly enough to help the organizations that were affected by the attack.

A piece of advice from Torsten George that can’t be stressed enough: “Sendgrid customers should immediately change their passwords, ensuring they are unique and complex”.  


Not just another pretty email

Sure, it looks pretty – but there’s a lot more to this email than its appearance. This is an excellent example of how thoughtful design, paired with technology and out-of-the-box thinking, can result in an email that will impress your audience.

For the release of its new Pixel Bud color schemes, Google Store is bringing a new shopping experience directly to subscribers’ inboxes. You can try colors on your new buds, select the perfect quantity, add them to your cart, and go directly to checkout – all without leaving your mailbox. 

Our take on this email

If you, too, want to spoil your customers with mind-blowing email designs, make sure to check out the beautiful templates that Essence of Email’s designers created for Privy’s template gallery. Then, get in touch with our team for further design support!


Would you hire Biryani as CEO (Craving Executive Officer)?

Zomato, a restaurant aggregator and food delivery startup, proves that foods can have CVs (and probably get hired faster, too). 

In their latest email campaign, Zomato surprised their subscribers with a custom-made CV for their most desirable dish, Biryani. The copy and design of the email follow the structure of a standard CV, highlighting Biryani’s best qualities. It includes details related to work experience – “Senior Nap Inducer at Biryani and bed” and strengths – “yummazing smell” is one of them.

To add to the CV aesthetic, the email ends with a perfect CTA: “Hire now”. 

Our POV: Congrats on the creativity! Being brave with humor always gets you noticed. What are your thoughts on this email? Is it a bit too much or a breath of fresh air? Hit ‘Reply’ to this email and share your opinion!

Meanwhile, if you’re looking for other ways to stand out in your customers’ inboxes, try adding emojis to your subject line. Here are a couple of tips on how to nail it. 


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