As one of the world’s largest providers of advanced email marketing automation tools, Omnisend has the unique ability to provide incredibly valuable data on email marketing performance. Their most recent release of email marketing research for 2018 is based on data they gathered from over 964 million emails across 128,000 campaigns, sent by 7,200 different brands.
Based on an in-depth analysis of their email marketing statistics, here are some of the most valuable insights you should consider for your 2019 campaign:
1) Use a landing page to build your list.
Perfectly timed pop-ups might seem like the most effective way to gather sign ups but recent statistics show that website visitors are almost 8 times more likely to sign up on a landing page form that on a pop-up.
Of all types of sign up forms, Landing Pages prove to be most effective with an average signup rate of 23%. At a 10% average signup rate, Wheel of Fortune forms – a relatively new interactive format that offers gifts and surprises in exchange for signups – are also a great alternative.
Other popular types of signup forms include the Signup Box (a perpetually present widget at the bottom of the screen that guests can pull up anytime while they’re browsing) and the Popup (forms that appear based on set rules like when users click on a certain item or when they’re about to leave). However, these have relatively low average signup rates of 1.3% and 3%, respectively.
2) Ask for a phone number.
Generally, the more data you ask for, the more powerful your campaigns could be. However, you need to strike a comfortable balance between how much to ask and what exactly you should ask to make sure your visitors aren’t put off by your signup form.
According to recent statistics, a combination of the Email Address and Phone Number generates the highest average signup rate at 10.15%. This gives marketers an excellent opportunity to engage their users and shoppers across a variety of channels.
Other combinations that work fairly well are Email Address + Name (7.41%), Email Address + Gender (5.93%), and Email Address + Birthdate (5.73%). These three have their own merits for segmentation and choosing the best one would really depend on your product as well as your marketing goals.
3) Schedule emails to send at 8AM or 1PM.
The recent email marketing statistics show that emails sent at 8AM and 1PM perform well in both open and click rates. At 8AM, open rates average at 21.66% and click rates average at 4.52%. Emails sent at 1PM perform similarly well with average open rates of 21.68% and average click rates of 4.74%.
Open rates are also very good at 4PM (around 20%) but average click rates are too low (around 3%). On the other hand, click rates are relatively high at 6AM (around 3.75%) but open rates are not ideal (around 18%).
Understandably, the worst open rates are for emails sent at 1AM and 4AM (less than 6%) while the worst click rates are for those sent at midnight and 2AM (less than 1%).
4) Automate your workflow with a series of 3 emails.
Series emails produce considerably better results than single emails for specific automation workflows. Additionally, a series of 3 emails offers the most ideal results.
Based on the data, series emails work best for welcome automation where they generate 90% more orders than single welcome emails. Series emails also generate more orders versus single emails in customer reactivation automation workflows (75% more) and cart recovery automation workflows (63% more).
Other great ways to use series emails are for order confirmation workflows (approximately 65% open rate and over 70% click rate) and post purchase workflows (almost 60% open rate and over 35% click rate).
5) Select a tool for excellent data segmentation.
All email marketing tools can help you manage your email lists and schedule your mail outs. It turns out, what you should be looking for in an email marketing tool is how deeply it allows you to segment your subscriber data.
Statistics show that powerful segmentation features allow customers to enjoy better open rates (16.5% vs. 15% average), improved click rates (3.23% vs. 1.99% average), and higher revenue per email ($0.24 vs. $0.15 average).
These email marketing statistics lets you skip the process of A/B testing extensively. These are based on a considerable pool of campaigns across a wide variety of industries. All you have to do now is design your campaigns based on these insights and enjoy what could be your best year in terms of sales conversion.
Article by Whitney Blankenship
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. Fastest Googler in the West.
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