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What we can learn from omnichannel statistics for 2022

Reading Time: 4 minutes

Omnichannel marketing, in which you communicate with your customers in a unified way via multiple channels, is becoming increasingly important. Omnisend data shows that omnichannel marketing can bring in nearly six times more sales than single-channel marketing.

Did you know that, according to Google research, 90% of multiple device owners switch between devices everyday, using on average three devices to complete a task? 

That means that if those users start something on their desktop computer, they might continue it on mobile and finish it on their tablet. 

But if you’re only reaching out to those users on desktop, you could be losing them along the way. Omnichannel marketing allows you to have unified communication with your customers, no matter what device they’re on.

These channels usually include email (desktop and mobile), push notifications (desktop and mobile, and SMS (mobile). You can also include other channels like Facebook and Google with retargeting ads (desktop and mobile) or even live chat (desktop and mobile). 

Let’s look at some more crucial omnichannel statistics for 2022.

Omnichannel statistics for 2022

Omnichannel marketing requires that separate channels work together to provide a seamless experience for the shoppers (non-buyers) or customers. 

Our analysis of more than 135,000 campaigns sent in 2021—totaling more than 610 million messages—shows some interesting omnichannel marketing stats:

Marketers using three or more channels in a campaign earned a 494% higher order rate than those using a single-channel campaign.

order rates for single channel vs omnichannel campaigns

Single-channel campaigns saw a 0.14% order rate (total number of orders divided by total messages sent), while campaigns involving three or more channels saw a 0.83% order rate — a whopping 494% increase.

Omnichannel marketing statistics with SMS

With the rise of ecommerce SMS marketing in omnichannel marketing automation, we wanted to see exactly what impact SMS had on our marketers’ omnichannel campaigns.

We analyzed over 7 million SMS campaigns over the course of 2021, and according to the omnichannel statistics, the actual impact on campaigns was significant:

Omnichannel campaigns that involved SMS were 429% more likely to end in conversion, compared to single-channel campaigns.

order rates using one SMS channel vs several channels

It seems that, based on these omnichannel ecommerce statistics, there is either a correlation between the likelihood of purchase and the receipt of an SMS, or there’s a correlation between the willingness to receive an SMS from a brand and the likelihood of purchase.

Omnichannel marketing statistics with push notifications

With the rise of ecommerce SMS marketing in omnichannel marketing automation, we wanted to see exactly what impact SMS had on our marketers’ omnichannel campaigns. 

To determine the impact of push notifications on omnichannel marketing, we looked at the more than 400,000 web push notifications sent in 2021, and the results are pretty shocking:

Omnichannel campaigns that involved push messages had a whopping 614% higher order rate, compared to single-channel campaigns.

order rates using one push notification channel vs several channels

Yes, you read that right. Push notifications have always been the dark horse of ecommerce marketing, with many merchants fearing that they were either too pushy or perhaps too scammy. And this is understandable—we’ve all experienced poorly-created websites that kept on flooding us with push notifications, or even hid the close button.

However, when used correctly, they can be amazing for your sales. 

In fact, our in-depth analysis of email, SMS and push messaging from 2021 showed that push notifications consistently outperformed other channels. Omnisend users saw that 38% of all users who clicked on a push notification ended up making a purchase.

Earlier omnichannel marketing statistics

Omnisend looked at omnichannel statistics over the years to see how much customers are responding to this marketing strategy.

In 2020, marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign.

Note: earlier, we used a different calculation to determine order rate, which was to compare the number of clicks in an email, SMS or push message, and the number of orders. Currently, we’re looking at how many emails were sent in total, versus how many orders were received.

Single channel campaigns could expect a 3.21% purchase rate in 2019, while those using three or more channels saw a purchase rate over 12%.

Considering that this number was closer to 250% in 2018, this shows a clear trend that customers prefer omnichannel campaigns, as the preference for omnnichannel campaigns increased by 14.8% between the two years.

Where SMS fits in

With the rise of ecommerce SMS marketing in omnichannel marketing automation, we wanted to see exactly what impact SMS had on our marketers’ omnichannel campaigns. We analyzed over 5 million SMS campaigns over the course of 2019, and according to the omnichannel statistics, the actual impact on campaigns was significant:

Omnichannel campaigns that involved SMS at some point in the process were 47.7% more likely to end in conversion.

order rates using one channel vs combining several channels with SMS

Check out our earlier omnichannel marketing statistics here.

Final thoughts

We see, every year, that omnichannel marketing is playing a more crucial role in the way that people are shopping online. And every year, we analyze millions of campaigns to see how the modern consumer is changing.

So be sure to stay tuned to get updated omnichannel marketing statistics. 

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Bernard Meyer
Article by
Bernard Meyer

Bernard is the Director of Content at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.


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