Guest blog from Whitney Blankenship, of Omnisend – her colleague Rytis Lauris is a speaker at our upcoming Subscription eCommerce Virtual Summit
2018 brought big challenges for marketers. The implementation of GDPR in the EU put a lot of marketing strategies at risk. So entrepreneurs had to look for new approaches to communicate with their customers.
It caused tension for some time but it made marketers find new ways of communication and instead of carrying all eggs in one email marketing basket, distribute them smartly through more channels.
The rise of omnichannel marketing didn’t make digital marketing to slow down. Moreover, an extra value was added to the customer shopping experience.
The following omnichannel marketing statistics are from the latest Omnisend’s Annual Report of 2019. The Omnisend team has analyzed over 2 billion marketing campaigns that were sent using Omnisend platform over 2018. Let’s take a look at what they’ve discovered.
Why Omnichannel Marketing Is Becoming More And More Desirable to Marketers?
In my opinion, there are two main reasons why marketers are taking a new omnichannel marketing approach into consideration:
- Time has shown that neither social media nor email marketing solo can cover an entire business marketing strategy. Customers are demanding an increasingly superior shopping experience. None of the former marketing strategies can fully cover the expectations customers have for brands.
Customers want to browse and shop via different channels. They get unhappy if they see the same offer once again if that message isn’t relevant. Only an omnichannel marketing strategy with its central management system can address such high expectations and provide customers with an uninterrupted shopping experience.
- Although an omnichannel marketing approach has been a thing for almost ten years already, it has been an expensive solution, affordable only to big players. With the emergence of new omnichannel marketing service providers, this approach has become affordable to SMBs.
The benefits of an omnichannel marketing strategy are unbeatable. Luckily, an increasing number of marketers can experience that for themselves. Meanwhile, others are still on their way.
The 5 Main Insights From The Latest Omnichannel Marketing Report
Omnisend marketers naturally divide into two segments: the ones that take advantage of omnichannel marketing features offered by the platform and connect three or even more channels into one automation workflow to reach customers, and the ones that are more conservative and so far only use automated email workflows.
For the report, we compared the marketing campaign results of these two segments. There are five main insights that make the case for adopting an omnichannel marketing strategy, using varied automation workflows, and targeting your campaigns for more relevancy.
#1. Earn More Customer Engagement
Three or more channels within the same automation workflow earn a better customer engagement rate (18.96%) than a single-channel campaign (5.4%).
Plus, customers who purchased from campaigns involving three or more channels bought 250% more often than those who only engaged with one channel.
#2. Increase Your AOV
Shoppers that were approached via three or more channels spent 13% more on average per order than those that received only email campaigns.
#3. Improve Your Customer Retention
It seems that customers appreciate omnichannel communication efforts; they grant marketers with 90% higher retention. While single-channel communicators only had a 34.8% customer retention rate, marketers that used three or more channels to reach their customers earned a 66.12% retention rate on average.
So it’s obvious that customers who interacted with a brand actively via three and more channels tend to buy more often and spend more.
4. Earn Back Revenue with Cart Abandonment Workflows
The third year in a row the most effective automated workflow was for cart abandonment recovery, which had a 2.35% order rate. It turns out that efforts put to reminding customers about their abandoned carts and abandoned products pay off big time for ecommerce marketers.
Also, don’t neglect your post-purchase workflows. Although an order confirmation workflow is mainly for confirming the purchase that a customer has recently made, it can be used for building customer trust, and it’s a great opportunity to cross sell.
5. Segment and Target Your Campaigns for the Best Results
If this data shows anything, the efficiency of targeted campaigns beat the non-targeted campaigns without mercy. Campaigns sent to segmented lists provided a 34.7% higher open rate and generated 26.5% more orders than bulk campaigns.
It once again proves the fact that the demand for personal attention and customized content is increasing and customers are rapidly pushing bulk campaigns away.
Summing things up, nowadays customers expect brands’ existence on all channels at once. They want a smooth, personalized shopping experience and they are ready to pay more for that.
An omnichannel approach empowers you to be that kind of brand the customers are looking for. It enables you to send only relevant and timely messages to your customers in lieu of bothering them with irrelevant messages.
Data shows that customers appreciate that and are willing to grant such brands with purchases and loyalty.
After all, aren’t repeat customers what every brand is striving for? To keep them coming back again and again, provide a targeted, personalized omnichannel customer experience.