Email Marketing: Back-In-Stock and Welcome Emails Have the Best Conversion Rates

Businesses worldwide have taken to email marketing as an integral tool to supplement their ongoing marketing operations. To learn more, let's uncover the essential role and consequent business impact of varied strategically designed emails.

In the highly competitive world of eCommerce, success depends on a company's ability to not only attract customers but also convert them into loyal buyers. Attracting customers to an online store is just the first step; the goal is to guide them through a seamless journey that results in making a purchase. This is where the importance of conversion rates comes into play.

Conversion Rates Influence Revenue and Overall Business

Conversion rates measure the percentage of website visitors who take a desired action, such as making a purchase. For online retailers, conversion rates directly impact their revenue and overall business growth. A high conversion rate means that a large share of visitors are paying customers, indicating the effectiveness of the retailer's marketing efforts and the website's user experience.

Automated marketing emails have emerged as a powerful tool to drive conversions in eCommerce. These emails are strategically designed to engage customers and nudge them towards making a purchase. However, different email types serve different purposes and cater to different stages of the customer journey. Understanding which email types perform best in terms of conversion rates can help online retailers optimize their email marketing strategies and maximize their returns on investment.

Data from Omnisend reveals valuable insights on the conversion rates of different marketing email types:

Back-in-Stock Emails Lead in Terms of Conversion, With a Rate of 7.3%

Among the different email types, back-in-stock mails have the highest conversion rate at 7.3%. These emails leverage customer interest in restocked products, thus naturally driving immediate purchases. Welcome mails, which foster the early engagement of new customers, follow in second rank with a conversion rate of 3%. Order confirmations and notices on an abandoned shopping cart also result in relatively high conversion rates of 3% and 2.4%.

The chart above focuses on the click-to-conversion rates of automated eCommerce marketing emails in 2022. The click-to-conversion rate measures the percentage of email recipients who clicked on a link within the email and subsequently completed a desired action, such as making a purchase. While the conversion rate represents the overall percentage of website visitors or recipients who made a purchase, the click-to-conversion rate specifically focuses on the subset of recipients who interacted with the email through clicks.

Motivating Actions: Welcome Emails Shine with a Click-To-Conversion Rate of 56.8%

Among the email types analyzed, welcome emails have the highest click-to-conversion rate at 56.8%. This is in a way natural, as visitors to an online store usually only register when they already have a purchase in mind. Emails notifying about an abandoned cart also perform strongly with a click-to-conversion rate of 44.4%.

Logically, those email types which require customer action beforehand, such as newly registering an account or clicking on an “inform me when back in stock” button, lead to higher conversions both generally and measured by click.

Summary

Email marketing has grown to play a pivotal role in influencing the conversion rate on eCommerce websites. Strategically designed and personalized, these emails nudge customers towards making a purchase. Back-in-stock emails have recorded the highest conversion rate of 7.3%, followed by Welcome emails in 2nd rank with a conversion rate of 3%. Welcome emails record the strongest click-to-conversion rate of 56.8%, while emails informing consumers about discarded carts have a high click-to-conversion rate of 44.4%.

Key Takeaways:

1. Automated marketing emails are gaining prominence as a powerful tool to push forward conversions in eCommerce

2. Back-in-stock emails have the highest conversion rate of 7.3%, followed by Welcome emails in second rank with a conversion rate of 3%.

3. Welcome emails have a remarkably high click-to-conversion rate of 56.8%. Emails notifying consumers about an abandoned cart record a high performance with a click-to-conversion rate of 44.4%.