#62 - Learnings from Omnisend's 2024 Audit

Last week, we audited a mid 8 figure brand and found something surprising.

They were doing 15%+ of their revenue from email, but 93% of that came from campaigns.

Their flows? A mere 7%.

That’s a problem.

Omnisend released a great report - analyzing 24 billion emails, 230 million SMS & 413 million push notifications sent in 2024 (link here if you want to dig in), and the takeaway was clear.

Automated emails drove 37% of sales from just 2% of email volume.

Translation? If your automations aren’t dialed in, you’re leaving serious $$$ on the table.

The Numbers Speak for Themselves

Across all brands analyzed:

✅ Click-to-conversion rates for automated emails jumped 27.6% YoY (consumers aren’t just opening emails - they’re taking action faster).
✅ Back-in-stock emails converted at 5.34% - proof that FOMO works (and why you should use scarcity strategically).
✅ UK customers converted at 14.37% click-to-conversion, the highest globally. If you sell there, take a look at your regional CVRs and see how they compare.

Basics Compound

There’s a reason why 4 core flows exist.

It’s boring.
It’s basic.
But they sure as hell convert.

Here’s where most brands fall short:

Welcome Flow - A strong welcome flow should convert 6–10%, but most don’t. Why? Weak offers, no urgency, and no strong value prop to push prospects off the fence.

Abandoned Cart - Top brands convert 4–8% with layered social proof, strong value props, and objection handling - not just discounting
(your moisturizer doesn’t just ‘moisturize’ - it gives radiant skin so customers feel confident going out).

Neglecting SMS/Push - SMS automations had a 12.47% click rate - nearly 3x higher than email campaigns. Push notifications? Click-to-conversion rates hit 51% in Australia and 60% in France. If you’re still email-only, you’re leaving money on the table.

Quick Pulse Check

As we wrap the first week of February, now’s a great time to review your automations.

Are they actually ‘working’? (here’s a quick place you can check)

With rising tariffs and increasing acquisition costs, nailing retention is your moat. Stronger LTV and a solid cash conversion cycle = long-term profitability.

And that wraps up this week’s newsletter!

Love to hear your thoughts on if there’s any topic you would find interesting for us to cover, or anyway we can help make this newsletter more useful for you.

Just hit reply!

Have a great rest of the week :)

Cheers.