Digital marketing plays a key role in the growth of any business and it is through understanding consumer behavior, that businesses will be able to make the most of their marketing efforts. It was with this in mind that Omnisend recently took on a mammoth research project for email marketing statistics. Its quest? To help its customers better understand the effects and benefits of omni-channel marketing automation.
The company gathered data from 2 billion campaigns and automation workflows put out by approximately 12,000 separate brands. The data reflected those brands’ use of Omnisend’s omnichannel marketing automation platform from January 1 to December 31, 2018. Omnisend released a detailed analysis of its findings in the 2019 Omnichannel Marketing Automation Statistics Report.
The report covered several areas, including an examination of what approaches work best in general email marketing campaigns.
Email marketing statistics to know
Here’s a look at its very timely email marketing statistics to know.
1. Open rates peaked at 8 a.m., 1 p.m. and 4 p.m.
These three times saw persons most likely to open an email sent to them as part of a marketing campaign. The peaks were much more pronounced, however, at both 1 p.m. and 4 p.m. with the largest spike in open rate coming at 4 p.m.
2. 8 a.m., 1 p.m., 4 p.m. and 5 p.m. saw the highest average click rates but 5 p.m. was highest of all
According to the Omnisend results, businesses can expect to see the highest click rates from their marketing campaigns if they time them to be sent out close to or at the end of the workday (4 p.m. and 5 p.m.). It is also a good idea to reach customers just before they start their workday (8 a.m.). Or when they are on a break in the middle of the day (1 p.m.), if you want to reap increased click rates.
3. Order rates were highest for campaigns at 4 p.m.
Analysis of the figures from the general email marketing campaigns showed that when businesses sent out their emails at 4 p.m., they benefited from the highest average order rate. This was calculated at between 10 and 11 (actual figure = 10.66) orders per campaign.
4. 8 a.m., 1 p.m. and 4 p.m. were the ideal times, overall, for sending out email campaigns
This was true for both average open rate and average click rate yielded by the campaigns. It seems that timing email marketing campaigns so they are sent out to coincide with breaks in the workday. This gives a greater guarantee that persons will both open and follow through with them.
5. The first 10 days of the month gave the best combined average open rate and average click rate
Days 5, 12 and 7 ranked 1st, 2nd and 3rd, respectively, when Omnisend considered the combined average open and click rates. Overall, days 1 through 10 proved most lucrative for businesses, in terms of the best combined rates when compared to the other two thirds of each month.
6. Email + phone number was the best combination for signup conversion
Omnisend found that forms which asked for a customer’s Email + Phone Number had a conversion rate of 9.56 percent. This compares to 8.05 percent and 7.83 percent for combinations of Email + First Name and Email + Birthday, respectively. In its analysis, the company points out that businesses using the Email + Phone Number combination get the added benefit of being able to add SMS campaigns to their omnichannel engagement with those customers.
7. Wheel of fortune and landing page far outpaced other types of subscriber capture and list building forms
At 24.82 percent and 12.74 percent, respectively, both landing page and Wheel of Fortune stood head and shoulders above Sign Up Box (1.28 percent) and Popup (4.22 percent) as the ways most likely to entice customers to leave their contact information. Looking at these figures, Omnisend calls attention to the fact that “The more dynamic and targeted the form, the better the results.”
Personalization through automation is the best option for email marketing campaigns
Omnisend’s analysis of customer behavior in general email marketing campaigns provides valuable insights. Businesses can use this information to better leverage engagement with existing and potential customers. They should keep in mind, however, that report does emphasize that personalization through automation is the best option for email marketing campaigns. That means you should definitely look into having campaigns designed specifically for your business and its customers so you can make the most successful connections.
This guest blog article was written by Whitney Blankenship, a content marketing manager for Omnisend. When not writing awesome content, Whitney is reading up on the latest in digital marketing, eCommerce, and social media trends. Obsessed with pop culture, art, and metal. Powered by coffee. She is the fastest Googler in the West. Follow her on Twitter.