Marketing strategy

Three reasons to adopt an omnichannel, data-driven marketing strategy

Nobody likes to be sold. With the rise of ad blockers and consumer privacy concerns, the message couldn’t be clearer for marketers.

Now is the time to focus on improving the relevance of marketing messages to customers. When a message is relevant, it doesn’t feel promotional. It’s just useful.

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.

Sounds good in theory, but does it actually work? According to Omnisend Omnichannel Marketing Automation Statistical Reportomnichannel marketing can do wonders for the customer relationship.

Omnisend conducted an analysis of over 2 billion messages sent in the year 2018 and studied the impact of omnichannel on marketers and consumer habits. In the report, there is comprehensive analysis and statistics on e-commerce focused messaging in omnichannel marketing, automation workflows, segmentation data, and email marketing.

For this report, Omnisend compared the performance of marketing campaigns against the number of channels used. They wanted to know how single-channel campaigns compared to omnichannel campaigns using three or more channels.

It turns out there are a ton of good reasons to adopt an omnichannel marketing strategy, and now we have the numbers to back it up.

#1. Omnichannel marketers benefit from higher engagement and purchase rate

When comparing engagement between campaigns using three or more channels and those using a single channel, omnichannel campaigns are the clear winners in getting online customers to engage.

The average engagement rate for campaigns using three or more channels was 18.96% across all channels, while single-channel campaigns only got 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 this is true, it’s important to note that the average engagement was across all channels used.

This means that when interacting with an omnichannel campaign, customers tend 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 achieved a 250% higher purchase rate than single-channel campaigns. Not only were e-commerce customers ready to engage in omnichannel campaigns, but these campaigns directly influenced those customers’ purchasing decisions.

#2. Omnichannel marketers retain more customers

E-commerce marketers using three or more channels in their campaigns gained more customer loyalty than single-channel campaigns.Customer retention for single-channel campaign marketers was only 34.8%, while marketers using three or more channels enjoyed a customer retention rate of 66.12% . This equates to a 90% higher retention rate for omnichannel campaigns.

Why does this happen? A customer needs 6-7 touchpoints on average to feel comfortable enough with an e-commerce brand to buy. These touchpoints not only work on the first purchase, but also on repeat purchases.

When you use multiple digital channels to reach your customers, they tend to respond better because your products and brand are more visible where they are.

#3. Omnichannel Marketers Earn Higher AOV

From Omnisend’s research, we know that customers who engage with an omnichannel campaign with three or more channels are more likely to engage with those channels, purchase, and return for a repeat purchase.

These 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 only spent $58.70 on average, while omnichannel campaigns achieved a 13% higher AOV.

AOV for omnichannel campaigns using three or more channels was $66.31 per order.

What the data tell us

Omnisend’s Omnichannel Marketing Automation Statistics report tells us some key benefits of using omnichannel marketing in e-commerce:

  • Customers who interact with omnichannel campaigns engage and buy more often

  • Omnichannel campaigns improve customer retention in e-commerce

  • Customers who engage in omnichannel campaigns spend more when they buy

These are advantages that we cannot ignore. The customer is looking for a personalized omnichannel experience online, and when they find it, they are ready to buy with the e-commerce brand that provides it.

Whether it’s buying, coming back more often, spending more, or a combination of all three, it’s clear that this is what the customer wants.

And when you deliver what the customer wants, they reward you with purchases, higher spend, and loyalty.