Effective email marketers are always keeping up with the latest industry trends and email marketing statistics and using them to update their own practices.
You’d be crazy not to. After all, the digital marketing sphere changes so rapidly that you have to have your finger on the pulse to keep up.
A few weeks ago, Omnisend released their annual Omnichannel Marketing Automation Report 2019, which contained an analysis of over 2 billion emails sent over 2018. The trends in omnichannel marketing, automation, and email marketing are definitely worth a good look for those who want to nail their campaigns this year.
These analyzed campaigns examined several different facets of how marketers used Omnisend in their day to day campaigns. While the full report touches on everything from email campaign timing to omnichannel marketing automation strategies, the trends in email marketing showed us an interesting course in this ROI rich channel.
These are some of the most surprising and interesting stats we’ve found to keep in mind throughout 2019.
Automation Workflows: Key Statistics for 2019
Marketing automation is a crucial element in any successful email marketing campaign, allowing marketers to set up customized workflows and trigger emails to be sent based on certain triggers. Combined with pre-created or trigger-created segments that separate subscribers into smaller, more easily personalized groups, these workflows make it easy to tailor your marketing approach to your audience’s needs.
Cart Recovery vs Welcome Series:
The statistics indicate that a few workflows should be a top priority for every email marketer. When we think about automation, two of the most common workflows that stand out are welcome emails and cart recovery emails.
Cart abandonment is a huge issue for the eCommerce industry, and we all know the statistic: seven out of every ten eCommerce baskets are abandoned for a plethora of reasons. While most marketers will tell you that cart recovery is their most profitable automated workflow, many might be surprised to discover that their welcome automations are pulling just as much weight.
Cart recovery workflows, for example, achieve an order rate of 2.35%. It’s worth noting that welcome series automations had a comparable result to cart recovery, earning a 2.24% order rate. This is especially significant when you consider that welcome automations typically have a 51.5% open rate, and a 14.7% click-through rate on average.
A welcome series is particularly successful because when a customer signs up for your newsletter, they manifest direct interest in your brand and your products. A welcome series, especially with an incentive that was promised to get the sign-up, is practically striking while the iron is hot.
While they don’t have as high an order rate as cart recovery campaigns, the fact that their open and click-through rate is so high means they’re likely bringing in just as much revenue as abandoned cart campaigns, if not more.
New users and customers who have abandoned a cart on your web store should be at the top of your list for successful marketing automation campaigns.
Order Confirmation: The Peace of Mind Your Customer Needs
Another key automation workflow is order confirmation. Customers open these emails at a rate of 58.8%, the highest of any automation workflow.
This should come as no surprise- who doesn’t love opening the confirmation email to get excited about the products you’ve just ordered?
Your order confirmation automation is a great opportunity to start the purchase journey over from the beginning. While not many customers are repurchasing directly from the order confirmation message (it’s true, only a 0.85% purchase rate from this automation), it’s a good way to plant the seed for the next purchase.
First, sending an order confirmation message makes your customer trust you more. It’s reassuring for them. Second, you can use them to suggest complementary products and cross-selling. A customer may not purchase right away, but they might make a mental note of a product for later.
Custom Automation Workflows: The Dark Horse of Automation
In addition to these well-known automation workflows, most email marketing tools allow you to craft your own workflows based on custom triggers. Custom workflows stand out from other standard workflows, making customers more likely to click through at a rate of 17.27%.
The verdict? Follow your instincts when creating automation workflows. No one knows your customers better than you do, and the perfect custom automation workflow might prove more profitable than any of the tried-and-true workflows.
Don’t hesitate to experiment with new workflow strategies and analyze the results to see what is and isn’t working. That’s the only way to find the perfect mix for your customers and your brand.
The Statistics You Need to Segment and Target Your Audience
Every email marketer knows the importance of audience segmentation, allowing you to send the right content to the right readers. The spray and pray method is so passé, and in 2019, not only do your customers deserve better, they expect better.
This was shown clearly by recent email marketing statistics, which indicated that segmented campaigns achieved an open rate of 28%, nearly 35% higher than the 18.3% associated with non-segmented campaigns.
Similarly, campaigns targeting segmented groups of users led to a 26.5% higher order rate compared to non-segmented content. Every marketer should be leveraging audience segmentation tools to specify their audience as carefully as possible and maximize the value of each email.
Today’s consumer is looking for a personalized experience and segmentation can help you achieve that by separating your customers into smaller groups, making it easier to personalize the message they’ll see.
Uninteresting, generic, or irrelevant content is likely to be ignored by your readers, and it may even result in a large number of unsubscriptions. Personalizing your emails as much as possible and thoroughly segmenting your audience makes it easier to provide content that each of your users is interested in.
Email Timing: When Should You Press Send?
While most email marketers are familiar with creating automation workflows and segmenting their audience to achieve the best results, there’s a good chance that you aren’t usually considering the timing when you craft new email marketing campaigns. Or maybe you are, and you’re agonizing over whether to send that campaign on Wednesday at 10 am or Thursday at 4 pm.
In fact, sending emails at the wrong times can be just as harmful as not segmenting your audience.
The Best Time of Day
The best times to send marketing emails are structured around a typical work schedule. Most email users check their inbox a few times each day, almost always in the morning and then periodically throughout the rest of the day, especially after work.
Whenever possible, try to avoid sending emails at times when your readers are likely to be either working or sleeping. Makes sense, right?
Morning emails are much more likely to be read than those sent at other times, leading to an open rate of over 20% and a click-through rate at 7.79%.
On the other hand, click-through rates increase even further for emails sent around 5 PM or at the end of the workday. When the workday is finished, customers are more ready to hear your message.
Afternoon emails also result in the highest order rates, making the after-work window the most lucrative time of day for conversion. Think about when your customer is getting off of work, potentially spending time on their mobile on public transport. That’s the moment when your email stands the biggest chance.
Best Day of the Month
Somewhat surprisingly, emails sent near the beginning of each month are more successful than those sent during the middle or last third. Open rates fall from 18.5% during the first ten days of the month down to 17.9% in the last ten, with order rates similarly dropping from 7.2% to 6.7%.
What is it that kills campaign success after the 10th of the month?
It makes sense for days of the month to correspond around paydays, when customers will be better able to shop and are in the mood to spend. That said, consistently sending high-quality content is likely more valuable than only scheduling emails for the beginning of each month.
While there are far more actionable email marketing statistics than we could cover in a single article, these should be enough to help you start making adjustments to your current email marketing approach.
For more about email marketing statistics, omnichannel trends, and campaign timing, check out the full report for even more insights.
While data are helpful in guiding you in the right direction, you can only develop a real strategy from the data you collect during your campaigns from your own customers. Every shop and customer is different, so different things are going to work for different stores.
Remember to regularly analyze your results in order to continually improve your strategies and stay ahead of the competition. With any luck, this article has given you a great launching point.
Whitney Blankenship is the Content Marketing Manager at Omnisend. When she’s not writing killer articles, she’s typically reading up on the latest in the digital marketing industry, playing video games, or baking. Follow her on twitter @whitblankenship.