Every year, a significant amount of data is compiled and analyzed to help provide better insight into what’s working in ecommerce, especially for marketers.
One of the most interesting reports released recently is from Omnisend’s study of more than 11 billion marketing messages sent by American brands. The results highlight a clear trend: Brands are turning to SMS and push notifications to reach customers and drive revenue.
Key Findings from the Study
This isn’t just about sending more messages; it’s about how brands are using these channels and what results they are seeing:
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Revenue Surge: American brands generated a combined total of $1.4 billion in revenue from 8.5 million sales, giving an average order value (AOV) of $165 in 2024. This shows a very solid return on investment, but the real story is how it was achieved.
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SMS and Push Notification Adoption: There was a huge jump in the adoption of SMS and push notifications in 2024 compared to the year before, with brands sending 2.5 times more push notifications and 43% more SMS messages. In total, the adoption of these two channels grew 68% compared to 2023.
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Automation is Key: Automated messages performed remarkably well. One in three people who clicked on an automated message made a purchase compared to a 1 in 17 purchase rate from regular, scheduled messages.
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Automation Impact on Sales: Automated emails were responsible for 29% of sales but represented just 1.5% of email volume. Similar trends appeared with SMS and push notifications with ratio increases of 18% to 7.5%, and 21% to 4%, respectively.
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Industry Leaders: Health and Games industries saw the highest rates for email marketing conversions in the U.S. with 13.44% and 12.43% respectively.
The Power of First-Party Channels
The data highlights the increased importance of first-party channels in today’s marketing landscape. Third-party platforms can be unreliable because of changing algorithms and data-sharing restrictions. Brands that control their own communications through channels such as email, SMS, and push notifications can create more predictable and effective engagement.
Automated Messages: The Secret Weapon
Automated messages are triggered by customer behaviors. It’s a more effective method of reaching customers. The top-performing email automation include:
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Back in stock: This has the highest open rate at 60.43% and a 5.89% conversion rate.
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Abandoned cart: This has an open rate of 49.04% with a conversion rate of 2.34%
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Welcome: This has an open rate of 32.43% and a 1.48% conversion rate.
These numbers demonstrate how timely, relevant messaging, driven by customer actions, can deliver outstanding outcomes.
Strategies for Success in 2025
To see similar results in the new year, brands should consider these recommendations:
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Behavior-Triggered Messaging: Use customer behavior data to send tailored, automated messages that are relevant. Post-purchase messages or product recommendations work well here.
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Diversify Your Channels: Combine email, SMS, and push notifications to create a well-rounded, multi-touchpoint customer experience.
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Social Proof and Scarcity: Incorporate elements such as customer reviews, back-in-stock information, and low-stock messaging.
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Regular Analysis and Refinement: Consistently track metrics like open rates, click rates, and conversion rates, and use these findings to update marketing strategies.
Conclusion
The data is clear. SMS and push notifications are not just supplementary tools. They are essential parts of a powerful strategy, and those brands that make use of first party data and automated messages will see a significant increase in revenue and engagement.
Link to the original Omnisend Report: www.omnisend.com/2025-ecommerce-marketing-report
