According to a recent customer survey performed by Omnisend, e-commerce brands are not regularly using segments to target their campaigns. According to the report, only 49.2% of e-commerce marketers use two or more segments to target their campaigns.
The research concludes that segmented campaigns earn on average 34.7% higher open rates, and 26.5% more orders than non-segmented campaigns. However, even armed with the data proving the case for targeting messages, marketers are still opting to send bulk campaigns.
Omnisend CEO and Co-Founder, Rytis Lauris, had this to say: “E-commerce brands are comfortable with bulk newsletters; however they’re missing a huge opportunity in not segmenting their campaigns. Ecommerce brands who hesitate to segment their campaigns could miss out on nearly a quarter of potential revenue.”