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Marketing Automation Statistics 2019

Higher customer retention rate over a single-channel
Higher purchase rate when using 3 or more channels
Higher CTR with custom automation workflows
Omnisend Research

The 2019 Marketing Automation Statistics Report



Key Takeaways:

Marketers are moving towards omnichannel


Customers respond better to custom automation with omnichannel experience


Customers have higher engagement with personalized campaigns

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We analyzed over 2 billion campaigns sent using Omnisend’s omnichannel marketing automation platform over 2018. We examined several different areas from key accounts:

  • The impact of omnichannel marketing on customer retention, campaign engagement, and purchase rate
  • A comparison of segmented versus non-segmented campaigns
  • An automation workflow benchmark
  • A study on campaign timing
  • The best practices in subscriber list building

Today, we’re making the full results of that study available.

The 6 Biggest Takeaways

  • Three or more channels leads to better overall performance: we found that marketers using three or more channels in their marketing campaigns earned a 90% higher customer retention rate, and 250% higher engagement and purchase rates.
  • Customers who engage with an omnichannel experience spend 13% more: in an omnichannel experience with three or more channels, customers are likely to spend 13% more than those who experienced just one channel.
  • Custom automation workflows tend to perform best overall: when comparing automation workflows, custom workflows had the highest click through rate and the second highest open rate after order confirmation workflows.
  • Targeted campaigns yield a much higher ROI: in comparing segmented with non-segmented campaigns, we found that segmented campaigns not only provided a 34.7% higher open rate, but they offered 26.5% more orders than non-segmented campaigns.
  • Campaigns sent in the beginning of the month have better performance: In comparing email campaign performance, email campaigns had better performance during the first 10 days of the month.
  • Dynamic signup forms work best for conversion: In list building, the more dynamic the sign up form, the better. Landing pages worked the best with nearly 25% success rate, followed by gamified Wheel of Fortune at 12.74%, and popups at 4.22%.

Omnichannel Marketing Statistics: Single Channel vs Several Channels

While the move to omnichannel has been anything but gradual, there are many marketers that still haven’t taken the plunge.

We set out to see if our own customers were experiencing any results from their omnichannel campaigns, and equipped with new data, we found that our results mirrored many of the studies others have also performed.

We took a look at marketers who used three or more channels in their campaigns and compared them to marketers who typically only used one channel.

The marketers who created a more omnichannel experience earned a 90% higher customer retention rate over single-channel marketers.

According to our data, single-channel marketers counted only 34.8% customer retention rate, while the retention rate for marketers using three or more channels was over 66%. This data demonstrates how using more channels to engage customers builds customer loyalty.

In looking at our omnichannel marketing statistics, we also found that these customers weren’t just more loyal, they typically spent more on average than customers who only engaged with one channel. In fact, customers that interacted with three or more channels had an AOV (average order value) of $66.31, 13% higher than the AOV for customers who did not ($58.70). In fact, in comparing pluri-channel to single-channel campaigns, we also found that engagement and purchase rate was significantly higher in proportion to the number of channels used in a campaign.

Marketers using three or more channels in their campaigns earned an 18.96% engagement rate on average, compared to single-channel marketers who earned only 5.4% (meaning 250% more engagement from pluri-channel campaigns).

What’s more, these campaigns also had a much higher purchase rate than single-channel campaigns. The purchase rate for marketers using only one channel in their campaign came in at 2.56%, while marketers using three or more channels were able to report a 8.96% purchase rate.

If this data tells us anything at all, it’s that adding more ways to engage with your customer has a positive effect on nearly every aspect of a marketing campaign. By limiting yourself to just one channel, you’re walking away from a 250% higher conversion rate.

Which Automation Workflows Perform Best?

When it comes to automation workflows, there were a few clear winners for Omnisend marketers in 2018.

Much like in 2017, cart recovery automation workflows performed the best in terms of order rate, bringing in 2.35% orders per campaign. And order confirmation automation workflows held the crown for the highest open rate at 58.8%.

However, in 2018, a new challenger appeared. More and more Omnisend marketers decided to run with their own custom workflows, and those who did had results to brag about.

When it comes to capturing customer attention and keeping it, custom automation workflows performed the best with the highest click through rate of any automation workflow at 17.27%. They also followed order confirmation with the second highest open rate, at 52.7%.

While custom workflows fell behind in order rate at 1.82%, it’s still not a bad conversion rate compared to other workflows.

This data tells us that cart recovery automation workflows are still the best at recovering lost sales, and order confirmation workflows are highly appreciated by their customers.

But by creating custom workflows around what your customers really need, you can earn more revenue and foster a better relationship with your customers.

How Do Segmented Campaigns Perform Compared to Non-Segmented Campaigns?

When we think logically about why we segment campaigns, no one should be surprised at the data we’re about to cite.

Segmented campaigns perform much better than non-segmented campaigns. We found that marketers who targeted their campaigns into smaller segments and engaged with personalized campaigns attained an open rate of 28.05%. This is a 34.7% higher open rate than non-segmented campaigns, who had an 18.3% open rate.

When a message is relevant, the customer is much more likely to engage. By segmenting and personalizing your campaigns to each target, you’re creating an ideal situation for the customer to see your offer.

And when a customer has a better opportunity to be receptive to your offer, they have a better opportunity to purchase from you. We saw proof of this in our segmented campaign study, where targeted campaigns earned 26.5% more orders than non-segmented campaigns.

Luckily, more and more Omnisend marketers are taking advantage of the platform to create segmented campaigns to better target their messages. The number of non-segmented campaign blasts is diminishing bit by bit.

Email Statistics: When Is the Best Time to Send That Campaign?

Email Timing by Hour:

The best timing is personalized timing implemented with automation. But when you’re sending general campaigns, timing is also important because sending an email at the wrong time might start from “I’m too busy to look at that right now,” to your email never getting opened at all.

So getting the timing right is important to make sure your campaigns get seen in the first place. In looking at the campaigns getting the best open rates, we found that sending them in around the workday schedule provided the best results.

It’s no secret that most people check their phones as soon as they wake up. A notification from you is a great way to start your customer’s day off by thinking about your products. Campaigns sent at 8 am received a 20.32% open rate and a 7.79% click through rate.

However, the best performing time for click through rate was 5 pm, at the end of the work day.

However, the best order rates come from campaigns sent around 4 pm, with an average of 10.66 orders per campaign

So all in all- email campaigns that catch a customer when they have a break from work for the best results.

Email Campaigns by Day:

When it comes to email campaigns, it’s most important to send the campaign during the first 10 days per month:

Days 1-10 of the month:
Open rate: 18.56%
CTR: 5.59%
Orders 7.16

Days 11-20 of the month:
Open rate: 18.55%
CTR: 5.92%
Orders: 6.96

Days 21-31
Open rate: 17.87%
CTR: 5.24%
Orders: 6.67

As the month continues, the statistical averages get a bit worse. Campaigns sent in the first third of the month get the best overall performance.

List Building and Subscriber Capture

We studied over 20,000 different forms and gathered data on their success rate by kind of form and field combination. List building results did not vary much from 2017’s data, but we do see a trend.
The more dynamic and targeted the form, the better the results:

  • Sign up box: 1.28%
  • Popup: 4.22%
  • Wheel of Fortune: 12.74%
  • Landing Page: 24.82%

Much like in 2017, static sign up boxes only converted 1.28%. Popups did much better, converting almost four times as much, while using gamified sign up forms like the Wheel of Fortune earned a whopping 12.74% sign up rate.

Landing pages make the case for targeting sign up forms to certain campaigns, bringing in a nearly 25% success rate.

Our advice? Use a combination of these forms to gather as many contacts as possible. As long as you’re targeting them and making sure you don’t have 5 different things popping up at once, you’ll be able to scoop up many more signups.

We also took a look at which combination of fields yielded the best results for signup conversion. The top three combinations were:

  • Email + Phone: 9.56%
  • Email + First name: 8.05%
  • Email + Birthday: 7.83%

The combination of email and phone has the highest success rate, not only allowing Omnisend marketers to capture more contacts, but enabling these marketers to send important SMS campaigns to their customers.

Email and first name came in second at just over 8% signup conversion, allowing marketers to better personalize their email campaigns. Finally, email and birthday comes in just under email and first name at 7.83%, allowing marketers to send special offers for their customer’s birthdays.

No matter which form combination you choose, it’s important to think about how that combination will affect your targeting and personalization.

The data from the 2019 Omnichannel Marketing Automation Statistics Report shows us a few key trends in our ecommerce marketers. These trends can help those who have not yet climbed aboard the omnichannel train a chance to get things in place for 2019.

Key trends:

  • Marketers are moving towards omnichannel marketing from single-channel campaigns, and they’re getting great results from it.
  • Customers are looking for an omnichannel experience, and they’re willing to spend more when they find it.
  • Customers respond better to custom automated workflows that are tailored to their needs.
  • Marketers are making use of contact segmentation to better personalize and target their campaigns.
  • Customers notice dynamic signup forms easier and they are more willing to sign up with them when they’re targeted.

By taking note of these key trends, you’ll be able to better create your omnichannel marketing automation campaigns for this year, and the years to come. Feel free to download the infographic here.