Ecommerce Marketing Study: How Aussie Brands Made $1.1 Billion in 2024

Omnisend, a leading ecommerce marketing platform, has released its annual ecommerce marketing study, revealing how Australian brands used 925 million emails, 7.5 million SMS, and 4.6 million push notifications to drive $1.1 billion in revenue from 1.3 million sales in 2024. The report underscores the growing importance of SMS and push notifications as essential tools for ecommerce marketing. With push notification adoption growing by 2.6 times year-over-year, and SMS conversion rates doubling, these channels are proving to be highly effective for driving customer engagement.

“It’s no surprise SMS continues to grow and deliver results. As a ubiquitous channel spanning all generations, and a primary one for many, its adoption for brand communications was inevitable as text-first habits became the norm,” says Greg Zakowicz, Sr. Ecommerce Expert at Omnisend.

“Web push messages are growing due to increased awareness and brands exploring less competitive channels. Unlike crowded, costly platforms like social and paid search, web push offers an inexpensive way to engage and convert shoppers.”

Omnisend’s analysis of almost 1 billion marketing messages sent by Aussie brands has revealed:

• Aussie brands made $1.1 billion in revenue from 1.3 million sales in 2024
• Brands sent 2.6 times more push notifications in 2024 than they did in 2023.
• Click to conversion rates of SMS campaigns doubled since 2023.
• 1 in 2 people who click on an automated message make a purchase, compared to 1 in 14 for regular, scheduled messages.
• Automated emails drove 37% of sales, though they represented just 2.5% of email volume. The same trend was noticed with SMS and push notifications campaigns where the ratio was 21% to 9%, and 46% to 4.5%, respectively.
• The top industries for email marketing click-to-conversion rate in Australia were Pets & Animals (12.15%) and Beauty & Fitness (10.44%).

1 in 2 people who click on an automated message make a purchase

Automated emails drove 37% of sales, though they represented just 2.5% of email volume. The same trend was noticed with SMS and push notifications campaigns where the ratio was 21% to 9%, and 46% to 4.5%, respectively.

“If brands have been neglecting automated messages to this point, they need to stop. The right automated messages are the cheat code to increase both first-time and repeat sales,” says Omnisend’s Greg Zakowicz.

The best performing email automations for Aussie brands in 2024 were:

• “Welcome” – 45.54% open rate ; 4.45% conversion rate
• “Back in stock” – 58.48% open rate ; 4.15% conversion rate
• “Abandoned cart” – 49.86% open rate ; 1.96%  conversion rate

“​​Back-in-stock emails continue to dominate in terms of open, click, and conversion rates. These messages are a form of social proof – they sold out once and people loved them – and naturally convey a sense of FOMO that generates sales,” says Omnisend’s Greg Zakowicz.

Automated messages are messages triggered by user behavior, such as when a user abandons a cart, subscribes to a newsletter, or makes a purchase.

Health and Games were the best performing industries for email marketing

Pets & Animals led 2024 with the highest click-to-conversion rate at 12.15%, followed by Beauty & Fitness at 10.44%. Health remains the highest converting industry for 3 years in a row. On the flip side, brands selling consumer electronics had the lowest click-to-conversion rate at 1.01%

Brands in the Toys & Hobbies industry had one of the highest open rates with a 36.54% average. However, the percentage of people who opened an email and clicked on a link was among the lowest across industries.

“For Apparel brands the challenge lies in converting attention into action. Brands should spend time optimizing their email templates by incorporating more social proof, such as customer reviews and enhancing product images to make them more appealing,” says Omnisend’s Greg Zakowicz.

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