No one likes to be sold to. With the rise of ad blockers and privacy concerns among consumers, the message couldn’t be more clear to marketers.
Today, it’s time to focus on making marketing messages more relevant to customers. When a message is relevant, it doesn’t feel promotional. It just feels helpful.
This is where omnichannel marketing comes in. Omnichannel marketing allows you to create more personalized and relevant messages that your customer receives at the perfect time on the perfect channel.
That sounds good in theory, but does it actually work? According to Omnisend’s Omnichannel Marketing Automation Statistics Report, omnichannel marketing can do wonders for customer relations.
Omnisend performed an analysis of over 2 billion messages sent over the course of 2018, and studied how omnichannel impacted both marketers and consumer habits. In the report, there is a full analysis and statistics on ecommerce-focused messages in omnichannel marketing, automation workflows, segmentation data, and email marketing.
For this report, Omnisend compared how marketing campaigns performed in relation to the number of channels used. They wanted to know how single-channel campaigns compared to omnichannel campaigns using three or more channels.
As it turns out, there are a ton of great reasons to adopt an omnichannel marketing strategy, and now we have the numbers to back it up.
#1. Omnichannel Marketers Enjoy Higher Engagement & Purchase Rate
When comparing engagement between campaigns using three or more channels and those using just one channel, omnichannel campaigns were clear winners in getting online customers to engage.
The average engagement rate of campaigns using three or more channels was 18.96% across all channels, while single-channel campaigns earned only 5.4%.
You might think this is obvious, because using more channels would lead to more engagement as customers have more opportunities to engage. While that’s true, it’s important to note that the average engagement was taken across all channels used.
This means that when interacting with an omnichannel campaign, customers tended to engage more with each channel used in that campaign.Engagement rate isn’t the only metric boosted by three or more channels. Omnichannel campaigns earned a 250% higher purchase rate than single-channel campaigns. Not only were ecommerce customers ready to engage with omnichannel campaigns, but these campaigns directly influenced purchase decisions for these customers.
#2. Omnichannel Marketers Retain More Customers
Ecommerce marketers using three or more channels in their campaigns earned more customer loyalty than single-channel campaigns.Customer retention for single-channel campaign marketers was a mere 34.8% while marketers using three or more channels enjoyed a 66.12% customer retention rate. This works out to 90% higher retention rate for omnichannel campaigns.
Why does this happen? A customer needs between 6-7 touchpoints on average to feel comfortable enough with an ecommerce brand to purchase. These touchpoints don’t just work on the first purchase, but repeat purchases too.
When you use multiple digital channels to reach out to your customers, they tend to respond better to it because your products and brand is more visible where they are.
#3. Omnichannel Marketers Earn Higher AOV
From Omnisend’s study, we know that customers who interact with an omnichannel campaign with three or more channels are more likely to engage with those channels, purchase, and come back for a repeat purchase.
Those online customers are also more likely to spend more when interacting with an omnichannel campaign.
The average order value (AOV) of customers interacting with a single-channel campaign spent only $58.70 on average, while omnichannel campaigns earned a 13% higher AOV.
The AOV for omnichannel campaigns using three or more channels came out to $66.31 per order.
What the Data Tells Us
Omnisend’s Omnichannel Marketing Automation Statistics Report tells us a few key benefits to using omnichannel marketing in ecommerce:
Customers interacting with omnichannel campaigns engage and purchase more often
Omnichannel campaigns improve customer retention in ecommerce
Customers who engage with omnichannel campaigns spend more when they purchase
Those are benefits that we can’t ignore. The customer is looking for a personalized omnichannel experience online, and when they find it they are ready to purchase with the ecommerce brand providing it.
Whether that be via purchasing, coming back more often, spending more, or a combination of the three, it’s clear that this is what the customer wants.
And when you deliver what the customer wants, they’ll reward you with purchases, higher spending, and loyalty.