The reason why EC experts suggest that they should do their best to SMS marketing.Now to purchase a product with a mobile message increased by 3 digits

The marketing representative of the company operating the EC site was 2021, the SMS message increased by 75%year -on -year, and the push notification was 396%, which sent many messages to consumers.As a result, the purchase of mobile messages has increased in a ratio of three digits.

Products purchases via SMS and push notifications via mobile marketing expansion

Marketing Automation Company, which specializes in e -commerce, is a report based on analysis of 12 billion marketing emails sent by over 70,000 clients in 2021, 63 million SMS messages, and 54 million web push messages. is created.

According to the report, the conversion rate of sales promotion campaign emails was improved in 2021.It was automatic distribution email that created the most orders.

In addition, the number of SMS messages and push notifications (a message that "pop -up" to mobile terminals when consumers allow reception) has also increased significantly.

The results of SMS and push notifications have been dramatically improved.Omnisend has found that purchases via SMS messages increase by 106%year -on -year, and purchases via push notifications are 171%year -on -year.

Retail operators and brands use automatic messages in e -mail, SMS, and push notifications for feedback that reminds consumers of the basket dropped products, requests for product reviews, and providing discounts on consumer birthdays. doing.

On the other hand, campaign messages such as limited campaigns, discounts, and promotion of new products are usually sent manually as one -time communication.

2021 SMS and push notification

"The biggest surprise of the Omnisend report is an increase in SMS and push -pushing," said Greg Zakovitz, the director in charge of Omnisend content.

According to OMNISEND's survey, the marketing representative in 2021 sent a 75%promotion SMS message compared to 2020.This is the number that has already increased by 376%from the previous year, compared to 2019, compared to 2019.With the overall increase in promotion SMS messages, automatic distribution messages increased by 258%year -on -year.Zakovitz says:

In addition, the promotional push message sent by the marketer in 2021 increased by 396 % compared to 2020, and the automatic push message increased by 699 %.

As with automatic distribution emails, consumers say that they are more likely to buy from automatic distribution SMS and automatic push messages, compared to campaign messages.

The conversion rate of the campaign SMS message is 0 in 2020.28%to 0 in 2021.It has dropped slightly to 25%.However, the conversion rate of the automatic SMS message in 2021 is 0..It has risen to 62%and has increased by 20%compared to 2020.

The click rate of the promotion SMS message is 10 in 2020.11 from 6 % to 2021.Raised to 5 %.The click rate of the automatic distribution SMS is 11 in 2020.It rose from 8%to 12%in 2021.

2021 email trends

According to an Omnisend survey, the ratio of automatic distribution emails accounted for message measures for retail operators..2%.However, 29 of all purchases by marketing email.It creates 6%.

It has also been found that 34%of consumers who clicked automatic distribution emails have purchased, while 7%of consumers who clicked on the e -mail marketing campaign distribution email.Zakovitz says.

Zakovitz points out that the automatic distribution message is a sophisticated audience segmentation.

One brand may segment the recipient of the promotional email based on the criteria such as "I have purchased a sweater before."However, I don't know anything about the audience's interests I want to buy now.

If you automate, you can program the system to send emails about sweaters to consumers who have recently visited the sweater product page on the EC site.Consumers say that they are likely to buy them while they are actively browsing products.

However, it cannot be said that the e -mail campaign is not effective.There is also data that the conversion rate of the campaign is currently rising.The conversion rate of campaign emails in 2021 rose 14 % year -on -year, eventually 0..I found out that it was 1 % by Omnisend.

On the other hand, the conversion rate of automatic distribution messages is 221 compared to 2020..8 % decrease.The conversion rate of 2021 is 1.I know it was 9 %.

Welcome message (conversion rate 2.8%) and cart destruction message (2).4%) has created the highest conversion rate of all automatic distribution emails sent in 2021.On the other hand, according to OMNISEND data, the purchase deadline and product review messages show the largest decrease year -on -year.Zakovitz says:

What the retail business should do now

In 2022, Zakovitz pointed out that retail operators and brands should "throw their best" to SMS marketing.He says, "Consumers are more and more using this channel, and text messages have become a common communication form."

Zakovitz also states that the brand should be overtaken by a major discount battle that has been continued for many years.

"We are strongly aware of the need to collect data in a way that does not infringe consumer privacy," said Zakovitz.Consumers have to opt -in to email, SMS, and push -type messages, so more efficient data collection is increasing.

"As the competition, costs, and data ownership of paid channels such as paid social media become more complicated, the brand recognizes the possibility of managing customer data in -house," said Zakovic.。