• by Ray Schultz , August 16, 2023

Marketers pulled a 0.07% conversion rate in the first half of 2023, down from 0.08% in the same period in 2022. But click rates hit 1.32%, 10.7% higher YoY, and click-to-open rates improved from 5.2% to 5.42%. 

Open rates hit 24.08%, the study indicates. 

Books & literature had a 0.22% conversion rate -- a 225% lift over other email campaigns. The food & beverage sector posted a 0.15% conversion. And hobbies & leisure, pet supplies, health & wellness, and tobacco & cannabis all drew 0.10%. 

Click rates by industry were reported as follows: 

• Books & literature — 2.63%
• Hobbies & leisure — 1.60%
• Auto — 1.53%
• Toys & games — 1.40%
• Pet supplies — 1.39%

These categories scored the highest click-to-open rates:

• Books & literature — 7.65 
• Toys & games — 5.92% 
• Auto — 5.44%
• Pet supplies — 5.38% 
• Health & wellness — 5.32% 

The bottom five industries in conversions rates were: 

• Home & garden — 0.3%
• Accessories — 0.3% 
• Consumer electronics — 0.05% 
• Apparel—men’s, women’s and general) — 0.05% 

Meanwhile, SMS campaigns generated a click rate of 11.03%, an 0.16% conversion rate and a 16.92% order lift in H1. The YoY send lift was 47.95%.

Omnisend analyzed over 10.5 billion marketing emails, 62 million SMS, and 129 million web push messages sent by its merchants in the first half of 2023.