Source Profile: Omnisend.

Omnisend is an email and SMS marketing technology service provider, serving small-to-medium sized ecommerce brands.

We value the fact that Omnisend’s data is current through the end of 2021 and provides a high level of granularity in email types.

Insider Intelligence Metric

Methodology Behind the KPIs

For its 2022 email marketing statistics report, Omnisend analyzed over 12 billion marketing emails, reporting on data from 2020 and 2021. Data is broken out into 13 email types, including cart abandonment, lapsed purchaser, welcome email, and more. Omnisend warns, as have other email service providers, that changes in Apple’s privacy practices will likely inflate email open rates in 2022 and beyond. Omnisend goes a step farther than others, estimating that Apple’s changes caused open rates to increase by 59% relative to the nine months prior.

KPIs in the Portal

CategoryKPIKPI Definition
Email and SMS Marketing KPIsEmail open rateThe percent of emails that are opened
Email and SMS Marketing KPIsEmail conversion rateThe percent of emails that led to an order attributed to an email

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