2023年2月10日

電子郵件和手機短信發送飛漲,和工業性能顯示高度投入的常見因素郵件2022年電子商務營銷的一份新報告表明,品牌同比使用電子郵件營銷增加了42%,短信營銷62%,和垂直行業密切相關的個人享受和舒適獲得最高的消費者參與。這些發現Omnisend的電子郵件、短信,2023年電子商務,推動營銷統計報告。每年的研究揭示了消費者參與活動和自動電子郵件,短信,和2022年web推送消息,電子郵件的主題產生最高的消費者參與。報告,Omnisend檢查的性能超過170億封電子郵件,短信,1.07億和2.07億網絡推動2022年由Omnisend商家發送的消息。安排發送的促銷電子郵件活動品牌同比增加了42.3%(同比)。轉化率為0.8%和6.34%的click-to-conversion率翻譯活動訂單增加了12%。基於行為的自動繼續推動信息過多的郵件訂單。體育比促銷活動轉化率2300%,自動電子郵件由31.5%的電子郵件發送的訂單隻有總數的1.8%。該報告還顯示,短信營銷持續上升。品牌發送短信2022年增加了62%,其中包括68%的消息在黑色星期五和網絡星期一多89%。 This marks the third year in a row SMS sends have increased. The increase in sends translated to 23.8% more SMS orders in 2022. Email Marketing: ** The click rate for all campaign emails was 1.23%. Categories relating to personal enjoyment and comfort had the highest click rates of all verticals: Hobbies & Leisure (1.95%), Books & Literature (1.90%), Food & Drink (1.55%), Auto (1.39%), and Arts & Entertainment (1.37%). ** Automated emails made up 31.51% of all email orders and 1.83% of sends. ** Conversion rates for automated emails finished at 1.92%, a 2300% lift over campaign emails. ** Browse abandonment messages saw the most significant increase in use, sending 221% more messages YoY. SMS Marketing: ** SMS campaign sends reached nearly 100 million in 2022, up 62.3% YoY. ** Campaign SMS generated a 23.8% increase in orders YoY. Automated SMS sends decreased by 21% but generated 612% more orders. Push messages: ** Push messages generated 18.8% more orders than in 2021. The report also sheds light on not only how email programs across industry verticals compare to one another but how consumers engage with each. Hobbies & Leisure led all verticals in click rate, ending the year at 1.95% while Food & Drink generated the highest conversion rate at 0.17%. “What we see when digging into performance by vertical is that consumers engage with email as part of their shopping and product discovery process,” says Greg Zakowicz, Ecommerce Marketing Expert at Omnisend. “And that categories with products more specific to the individual, like Health & Wellness, have better engagement. Brands should tap into emotion, regardless of their vertical, and work to create a greater personal connection in their emails.”