Omnisend has analysed over 810 million messages sent by Australian commerce businesses through its omnichannel marketing platform in 2023 finding these generated over one million sales and $510 million for Omnisend’s Australian customers.

The latest analysis covered email, SMS and push notifications. Omnisend found scheduled emails had a click-to-conversion rate of 7%, while automated emails boasted a rate of 44%. Similarly, scheduled SMS had a conversion rate of 1%, while automated SMS achieved a rate of 7%. Push notifications had a conversion rate of 13%, with automated push notifications reaching a click-to-conversion rate of 55%.

The top three industries for email marketing click-to-conversion rate in Australia were Jobs & Education (11.5%), Beauty & Fitness (11.4%), and Antiques & Collectibles (11%). Automated messages, triggered by actions such as cart abandonment, newsletter registration, or restocking of favourite items, performed up to seven times better than scheduled messages.

"With the endless number and inconsistency of paid channels, it's difficult to maintain them, especially for those with limited budgets,” said ecommerce marketing expert at Omnisend, Greg Zakowicz. “That’s why it’s important to stay focused on marketing tactics that work. Omnichannel marketing using email, SMS, and push messages increased the conversion rate by nearly 500%. Add automation to the mix and the results are even better.”

The report recommended brands explore other channels of communication, use automation, focus on growing their lists through different channels, and optimise email templates for conversion.

The figures were derived from analysing over 23 billion marketing emails, 175 million SMS, and 266 million web push messages sent by Omnisend merchants in 2023, including emails from Canada, the US, Australia and the UK.

“The varying results among industries can be impacted by many factors, including the number of sent messages, the contents of emails, or the percentage of automated messages,” says Zakowicz. “One thing we know is that brands that combine email, SMS, and web push messages into their marketing campaigns, and use behavior-based automation generate more sales.”