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:
These categories scored the highest click-to-open rates:
The bottom five industries in conversions rates were:
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.