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April 01, 2019

Omnichannel Marketing Automation Statistics for 2019



Marketing is changing at a fast pace.

The reason is that most of the marketing strategies are changing to keep up with the latest technology. This is why more and more people now are leaning towards automated omnichannel marketing.

For one, it automates the complete process which means that now you can get a lot of work done in little time. Secondly, it streamlines and integrates your various ecommerce channels and allows you to handle everything from a single user interface.



Sounds perfect, right?

However, don’t let us dictate your marketing strategies.

If you are skeptical about using automated tools for your marketing endeavors, then these statistics might change your mind.

Here are some of the key statistics from the research report by Omnisend. For this research, they analyzed over 2 billion campaigns sent using their automated omnichannel marketing tools.

4 Key Statistics on Omnichannel Marketing, Segmentation, Automation, and More:
 

1. Vying for better performance? Use multiple Channels!

Our report reveals that people using three or more channels for their omnichannel marketing are witnessing better results.

For instance, we found that marketing specialists who used three or more channels for their marketing campaign enjoyed a 90% higher customer retention rate along with 250% higher purchase rate.

2. More channels mean higher AOV

Using three or more channels didn’t just mean more customer retention and purchases, but higher average order value as well.  

Our study found that people engaging in omnichannel marketing using three or more channels spent over 13% more than the customers interacting with only one channel.

3. Segmented campaigns lead to better ROI

We pretty much already know that if you run targeted campaigns, you are likely to get higher ROI.

Why? Because when you have segmented subscribers, you can better personalize the messages you send, meaning your campaigns will be much more relevant to your customers than if you’d done the spray-and-pray method.

Our study proved this explicitly. As we found out, segmented campaigns yield a 34.7% higher open rate and help in closing 26.5% more deals than non-segmented marketing campaigns.

4. Customize your workflows for better results

We took a look at which automation workflows were the most successful for our marketers. We found that order confirmation emails had the best open rates at 58.8% with the second highest click through rates at 16.27%.

This makes perfect sense, as customers love to check up on their order status and track their shipping after placing an order.

Cart recovery automations had the highest purchase rate, offering 2.35% of potentially lost sales back to ecommerce marketers.

However, the best performing automations were those hand-created by our savvy marketers. According to our research report, marketers who sent customized automated workflows witnessed the highest click-through rate and stood second highest in terms of open rate.

This makes custom workflows the best performing overall campaigns in automation.

Conclusion

These statistics are salient proof of why marketing professionals are turning to automated omnichannel marketing campaigns in large numbers.

Earning more purchases at a higher spend and even better customer retention is enough for anyone to climb aboard. When you factor in that omnichannel marketing is the best way to send completely personalized campaigns to customers, it’s hard to find reasons not to adopt an omnichannel strategy today.


 
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