Source: Empire Flippers newsletter dated 4 August 2023
Email Marketing’s Still Got It!
Email marketing sometimes gets a bad rap. It’s been around for so long that some people mistakenly believe that it is outdated and ineffective.
Omnisend’s new analysis blows that line of thinking out of the water.
Omnisend gathered from over 17 billion emails, 107 million SMS, and 207 million web push messages sent by Omnisend merchants to shed light on the effectiveness of different marketing channels.
The results show that email remains the most popular and efficient marketing channel, generating an average ROI of $36 for every $1 invested. US-based Omnisend customers experienced an impressive email ROI of $72 for every $1 spent in 2022.
Among various email campaigns, back-in-stock emails had the highest conversion rate of 7.3%, followed by welcome emails with 3%.
When considering different industries, food and drink emails were the most effective, converting at more than double the overall average conversion rate.
Automated emails proved to be highly effective, outperforming manual email campaigns in all metrics with an 83.4% improvement in open rates, a 341.1% increase in click rates, and a massive 2,270% lift in conversion rates.
As brands face expected challenges in 2023, such as reduced consumer spending and increased costs for paid ads, the study suggests maximizing automation and embracing SMS and push notifications as critical strategies.
Get your copy of the report here.