Less Clicks, More Conversions: How Email Automation Delivers 'Outsized Results' (New Report)

YoY growth should always be celebrated, and ecommerce’s 147% YoY growth in order volume last year is no exception … even if, as Omnisend recently uncovered, more than half of that total growth belonged to the top 5% of brands.

“American shoppers clicked on marketing messages less often, but when they did, they were more likely to buy and spend more,” says the press release about the 53% YoY jump in click-to-conversions. “With fewer chances to reach shoppers, timing became more important, and brands that could react quickly to customer behavior captured more sales.”

The report found that automation helped deliver these “outsized results,” driving 30% of email-driven revenue and earning 16x more per send than scheduled campaigns despite representing just 2% of email sends.

  (Source: Omnisend)

“Nearly one in three clicks on an automated email resulted in a purchase, making them some of the strongest buying signals across channels,” says the report about particular successful automation workflows that included abandoned carts, welcome messages, back-in-stock emails, and birthday messages. 

All together, they delivered 24% higher open rates, 6x stronger engagement, and 19x higher conversion rates.

“Campaigns continue to play a critical role in reach and awareness, but automations complement them by turning attention into action,” says the report.

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: