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In 2024, we learned a lot from data. And just as 2025 hit our calendars, we were already crunching the numbers on 24 billion emails, 230 million SMS, and 413 million push notifications sent in 2024, to see what actually moved the needle.
Key findings
- Email campaign click-to-conversion rates grew by 27.6%
- One in three people who click on an automated message make a purchase, compared to one in 18 for scheduled messages
- Automated emails drove 37% of sales from just 2% of email volume, while SMS and push campaigns saw similar trends with 18% from 9% and 15% from 3%, respectively
- Abandoned carts, welcome messages, and browse abandonment emails were responsible for 87% of all automated orders
- Brands sent 31% more SMS messages and 55% more push notifications than the year before, driving a combined growth of 46% YoY
Algorithms change. Data shares stop. Platforms get banned. Relying on third-party channels makes brands vulnerable. First-party channels, on the other hand, leave brands in control of their customer engagement, making them critical for growing sales.
Greg Zakowicz
Omnisend’s Senior Ecommerce Expert
Omnisend’s 2025 ecommerce marketing report dives deep into the biggest takeaways from the past year, offering insights into what worked, what didn’t, and how to adapt for the future. Read the full report here.
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