Automated emails are growing in popularity and have been a buzzword in the industry for quite some time. However, how big is it and how much does it really affect email marketing? Using Omnisend’s data obtained from over 2 billion marketing campaigns, we can prove that automated emails are the next big thing. These 5 email marketing statistics for 2019 are a start.
Overview Of Single And Omnichannel Marketing
One of the biggest trends found from Omnisend’s data was that omnichannel marketing has been providing desirable results for the past years. These stats show a comparable advantage between using omnichannel marketing and single-channel marketing in today’s market.
Why is this relevant in terms of email marketing? When marketers were using just one single channel for their campaigns, that channel was typically only email marketing. These results were found when email marketing was compared with campaigns that combined email marketing with more channels.
In terms of retention rate, omnichannel marketing composed 66% of the total customers retained compared to single channel marketing which was used to retain only 34.8% of total customers. This proves that in terms of popularity, omnichannel marketing has been used by the majority of email marketers to retain their customers.
Another statistic we think is useful was that engagement rates for three or more channels yielded 18.96% on average while single channel marketing was only about 5.4% on average. This shows that omnichannel marketing has indeed been a successful strategy for email marketing
Email Marketing Statistics
Aside from comparing omnichannel and single-channel marketing, Omnisend also found the following statistics to be useful for any email marketer out there. Check them out.
1. Custom Automation Adds An Additional 17.27% To Click-Through Rates (CTR)
No matter what time of the day you send email campaigns, you’re expected to gain at least 17% more CTR if you use automation. Data shows that automation bundled with customized or personalized messages are more attractive to email subscribers.
The best part is that customizing automated emails isn’t difficult when you’re using email marketing tools. Workflows can be optimized using these tools to include a more personalized touch for each email you send, without much hassle on your part. That’s more than 10% CTR increase for such a small tweak!
2. Cart Recovery Automation Brings In 2.35% Of Orders On Average
Second chances mostly come from cart recovery automation with an average of 2.35% orders obtained from those who left some items unbought from their cart.
That means a lot because you’re getting additional sales from these customer segments by sending out a simple email campaign reminding them of their pending purchases.
3. Order Confirmation Automation Adds The Most Value Which Results In A 58.8% Open Rate
The most read email remains to be the order confirmation. What does that mean? It means that those kinds of email are what you need to focus on when you have something important to announce to customers. We’re talking about upcoming promos, upsells, privilege plans, and the like.
Automating the hottest news together with each order confirmation purchase might be what you need to drive your sales higher.
4. Segmented Campaigns Are At 34.7% Open Rate While Non-Segmented Campaigns Are At 18.3%
I know we just said that adding in the hottest and latest news to emails with high open rates might be a good idea, but it might just be better if you don’t cram everything into a single email.
Segmented campaigns remain to be the logical choice over non-segmented campaigns because of their higher open rate.
Readers want the details to be given piece by piece so that they understand its purpose. That means you have to choose the best offer to add to each email sent to subscribers. The more targeted the campaign is, the better results it will yield.
5. Landing Pages Are The Most Effective List Building Strategy At 24.82% On Average
Last but not least, it was found that landing pages are the best way to build your email list. At an average of 24.82% conversions, landing pages have toppled sign up boxes and interactive designs such as popups and a wheel of fortune.
The best way to improve your automated email marketing campaigns is to expand that email list, and right now the best way to do it is to customize and design landing pages that convince your customers to sign up to the newsletter.
Conclusion
As with most trends and niches in the digital marketing industry, it’s important to look at the data to understand what customers best respond to. While this data should help guide you in the right direction, the data you have from your campaigns and on your customers will help you make the best decisions.
“This post was selected as one of the top digital marketing articles of the week by UpCity, a B2B ratings and review company for web design agencies and other marketing service providers.”
