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.