Looking for some email insights? Well look no further, because Omnisend just reviewed 24 billion emails for us. That’s… a lot. If you sent a million emails every single day, it would take you 65 years to send that many.
Luckily you don’t need to send emails for 65 years to access this treasure trove of information and make smarter decisions in your own business. Here are 3 things we learned from Omnisend:
1. Automations get 25x the conversion rate
If you’ve spent any time in any email platform, you probably know that automations get more clicks. We look for a 1% or higher click rate on broadcasts and a 5% or higher click rate as our measure of health.
But clicks aren’t usually the end goal—it’s conversions. And that’s where this data gets interesting…
Omnisend’s report revealed that the average conversion rate for automated emails wasn’t 5x higher, like you’d expect based on the difference in clicks. The conversion rate for automations was actually 25x higher!
The global average conversion rates across platforms for broadcasts was .07% while it was 1.76% for automations.
TIP: The next time you sit down to write an email, ask yourself if it can be repurposed into an automated follow-up. OR carve out 1 hour a week to actually work on your automated emails—they’re never urgent but clearly they are always important!
2. Clicks ? Conversions ??
Omnisend called this one out and it’s worth repeating.
Click rates dropped 19% to 1.22% year over year. BOOO, that’s not what we want to hear.
Except, it seems like the sales are still rolling in. That’s because post-click conversions jumped a staggering 27.6%. So even with less clicks, more products are flying off the shelves.
What gives?
This is likely a side effect of a few different things and, as with most things in life, it’s good and bad.
Let’s start with the bad (sorry). Customers who know your brand, know your products and keep shopping with you are still loving what you sell, but maybe not your brand as much.
You might think this is good news, but with recent changes in email deliverability it’s more important than ever to keep our fan base engaged between purchases. After a few weeks of no clicks or opens, your emails might drift into the promos tab (or worse).
Second, the good news! One of our most tried-and-true strategies for boosting growth is bundling. Consumers are bundling more than ever to take advantage of discounts, which leads to more concentrated purchases and higher AOVs.
TIP: What’s a way to take advantage of this trend, considering both the good and bad causes? Partnerships! By partnering with businesses that serve your same audience but don’t compete with your products, you create endless opportunities for storytelling, cart add-ons and—when done properly—it makes you the one-stop shop where sales happen.
3. Where is all the attention going?
As we noted, overall click rates were down across the board and globe. But diving into Omnisend’s industry breakdown, it’s clear that not every business is experiencing this click reduction.
We compared results from their 2024 email report and pinpointed 7 industries where the click rate actually increased year over year:
- Adult
- Arts & Entertainment
- Books & Literature
- Firearms & Weapons (let’s just assume that’s Mini Katana’s fault :D)
- Games
- Home & Garden
- Travel
These industries certainly combine to make a strange box of donuts. But in general, it seems hobby and leisure activities experienced a healthy growth in engagement in 2024.
TIP: The strategy here isn’t to jump ship on your business and start something new in one of these hot areas. Rather, you need to think about how to include relevant and entertaining content about these topics in your emails. You don’t need to sell books or plants to discuss them with your audience.
BONUS: A phrase to avoid in 2025
Along with the hard data reporting, Omnisend included some fun tidbits.
Here’s an example: apparently, when musicians are brought up, one stands above the rest: 43% of artist mentions were about Taylor Swift. (What we really want to know is how that affected click and conversion rate!)
But here’s something a little more relevant: according to Omnisend, a phrase flagged as overused and underperforming is “Hot Deals”.
TIP: This showed up in over 2,000 emails and has become one of those cliches too meaningless to drive action. So here are a few spicy alternatives for when you want to highlight a great bargain:
- Give your sale a name rather than a generic adjective: “Warehouse Clearance Sale” will get folks curious
- Leave the descriptor blank: “_____ Deals” will inspire curiosity and clicks. But if you want conversions, a sweeter offer will win more customers.
- Add some urgency in your deal details by creating tiered discounts. It’s a little more technically challenging, but if only 100 products are available at a tier 1 discount, they’ll fly off the shelves. Just make sure you include enough tiers!
Want to see more of what Omnisend discovered? Check out the full 2025 ecommerce marketing report here.
Hope these were helpful—thanks for reading!
