Let’s face it. Everyone uses email.
On one end of the spectrum, old-fashioned consumers who still shop at brick-and-mortar stores and carry outdated phones usually have at least one email account. On the other end, those who can’t get enough of the latest and greatest technology tools still rely on email as one of many key sources of information.
What does that mean for businesses these days? It means that marketing by email has the potential to reach a wide, yet targeted audience, effectively and affordably.
Here are some key ecommerce email marketing statistics for 2019 to prove the point.
More Emails Increase Consumer Responses
According to one study, more emails significantly increased the number of consumer responses. For example, companies received 90% more orders when three or more emails were sent compared with a single email.
Cart recovery saw an increase of 63% while customer reactivation had an increase of 75% with three or more emails.
Investing in the best email automation tools can make the task of sending regular emails quickly and efficiently simple. An automation tool can help you send your series of three emails out to your customers automatically, making sure none slip through the cracks.
Automation Workflow Boosts Open, Click and Order Rates
When a company invests in new tools, the question of ROI often arises. Studies from 2019 show that automation workflows can significantly increase open rates, click rates and order rates from consumers.
Customers are most likely to click on and open emails that confirm orders and communicate post purchase.
Emails that incentivise consumers to recover their shopping carts have a nearly 2.4% completion rate. With nearly 70% of carts being abandoned by ecommerce shoppers, that order recovery becomes critical for online merchants.
Sign-Up Form Formats Vary in Performance
Consumers are used to seeing a variety of prompts asking for an email address. According to recent data collected, the landing page format generates the highest response rate at 23%.
The wheel of fortune format garners at 10% response rate while the pop-up screen and the sign-up box at the bottom of web pages tend to grab between 1% and 3% of visitors respectively.
The verdict: the more dynamic your email capture, the better it will work.
Timing is Everything
Although this can vary from person to person, certain days of the month and times of the day are best for sending email campaigns.
This may be linked to when people check their email boxes during the day or when they are more likely to respond to marketing campaigns vs. private messages.
This study showed that open rates were highest at 8 a.m., 1 p.m. and 5 p.m. while click rates were highest at 6 a.m., 8 a.m. and 1 p.m. What’s more, the first of the month was the best day to send email campaigns based on open and click rates collected each day.
These times show that people are most willing to click through a campaign around when they start work, lunch time, and leaving work.
Due to the general increase in consumer shopping and spending behavior, November was, by far, the best month of the year to conduct an email campaign, though the first half of the year performed better than the last half.
Based on these statistics, it’s clear that automating email campaigns generate a clear return on investment. Consumers pay attention to their email boxes each and every day, and regular email campaigns gain attention, create orders and positively affect your bottom line.
With how easy it is to set up an automation campaign, it’s worth implementing a few basic workflows for your online store.