Omnisend, omnichannel marketing automation platform for eCommerce, has released new data concerning the segment adoption rate for marketers.
Despite proven results earned with targeting campaigns, eCommerce marketers are still reluctant to begin segmenting their contacts. According to Omnisend, only 49.2% of ecommerce marketers use two or more segments to target their campaigns.
Omnisend research concludes that segmented campaigns earn on average 34.7% higher open rates, and 26.5% more orders than non-segmented campaigns. However, even armed with the data proving the case for targeting messages, marketers are still opting to send bulk campaigns.
The company analysed more than 2 billion campaigns sent using Omnisend’s omnichannel marketing automation platform over 2018. They 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.
The 6 Biggest Takeaways
The more the merrier
Three or more channels leads to better overall performance. Omnisend found that marketers using three or more channels in their marketing campaigns earned a 90% higher customer retention rate. In addition, they achieved 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 spend 13% more than those who experienced just one channel.
Automation workflow works best
Custom automation workflows tend to perform best overall. When comparing automation workflows, custom workflows had the highest click through rate. It also had 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
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. This was followed by gamified Wheel of Fortune at 12.74%, and popups at 4.22%.
Omnisend CEO and Co-Founder, Rytis Lauris suggested, “Ecommerce brands are comfortable with bulk newsletters. However they’re missing a huge opportunity in not segmenting their campaigns. A shopper is going to better respond to a message that’s relevant, and that can’t happen without targeting. Ecommerce brands who hesitate in segmenting their campaigns could miss out on nearly a quarter of potential revenue.”
In an effort to encourage segmentation adoption among ecommerce marketers, Omnisend has launched a feature called segmentation on the fly. This allows for contact filtering directly from the subscriber list with immediate results for which contacts belong in that segment. Additionally, new tagging options give even more precise targeting opportunities.
Rytis added, “We’ve been improving segments as they are more powerful than ever. This helps our eCommerce marketers organise their contacts in a more efficient way. With better segmentation, marketers will be able to create more specific campaigns, targeted workflows, and relevant messages.”
Enterprise Times: What this means for business?
The report highlights that digital marketing is moving towards omnichannel marketing from single-channel campaigns. Businesses moving with the trend are getting better results from it. Customers are looking for brand consistency. They expect the brand experience to be the same, irrespective if the touchpoints are digital, social or traditional media. Customers are looking for an omnichannel experience, and they’re willing to spend more when they find it. As a result, customers respond better to custom automated workflows that are tailored to their needs. Smart digital marketers are making use of contact segmentation to better personalise and target their campaigns. By taking note of these key trends, businesses can better create omnichannel marketing automation campaigns going forward.