B2B and B2C marketers are handling things a little differently during the pandemic. B2B email marketers are not sugar coating the current global situation. They are recognizing the pandemic and discussing the topic directly, using words like "COVID", "pandemic", etc.. B2C marketers are also recognizing the pandemic; however, they are discussing it indirectly and in a more subtle ways. Examples of this may be subject lines that say things like "Working from home?" or "Special deal for you during these times". This is driving performance big time! Email subject lines that acknowledge the situation have increased open rates by 48% in B2C and 34% in B2B.