Marketing Automation Statistics You Should Know in 2022

Marketing Automation Statistics You Should Know in 2022

Marketing automation has been the topic of marketing conversations (and marketing content) for years. If you’re looking for marketing automation statistics to use in either, here’s a selection, including the different areas of digital marketing that can be automated. 

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The marketing automation landscape is expanding

And so is the number of marketing technology tools that let you automate almost any marketing channel. The most recent research shows around 8000 tools, and it’s not even the most up-to-date.

Marketing Automation Statistics - marketing technology landscape
The martech software landscape by Chief MarTech

And since the market’s growing at such a pace, there must be something in it for marketers, right?

Of course, there is – time savings, productivity boost, increased ROI, more leads and customers, you name it.

But let’s take a look at what research says about what marketing automation really does for businesses. 

General marketing automation statistics

  1. There are more and more marketing software tools out there. According to Statista, the martech industry worldwide was worth 344.8 billion U.S. dollars in 2021.
  2. In 2021, the most automated channel was email marketing, selected by  65% of marketers.
Marketing Automation Statistics - digital marketing channels
Marketing automation stats – the most automated digital marketing channels (source: Ascend2)
  1. 96% of marketers have used a marketing automation platform for their business.
  2. Almost 50% of organizations started using a marketing automation platform for the first time within the last four years. 
  3. Marketing automation is seen as the most effective digital marketing technique (on par with content marketing) –  by 17.4% of marketers.
Marketing Automation Statistics - Most effective digital marketing techniques
 Most effective digital marketing techniques according to marketers worldwide in 2020
  1. Over 75% of marketing departments increased their conversion rates by implementing marketing automation software.
  2. 76% of companies see a return on investment within the first year of implementing their marketing automation software.
  3. The top reason for implementing marketing automation, according to 35% of respondents, is streamlining sales and marketing efforts. A close second and third are improving customer engagement and customer experience (both at 34%).
Marketing Automation Statistics - Top reasons for implementing marketing automation
Top reasons for implementing marketing automation according to The State of Marketing Automation report by Ascend2
  1. Omnichannel marketing automation brings a 90% higher customer retention rate than single-channel automation.

Email automation statistics

  1. According to Statista, 50% of SMBs use marketing automation software to send automated email drip campaigns.
  2. Sending targeted emails using marketing automation software can drive 18 times more revenue than general, irrelevant email blasts.
  3. That’s no wonder because, according to email stats, segmented and personalized automated emails average 46% higher open rates than traditional marketing emails. And the road to revenue starts with the email open, after all.
  4. According to the email platform GetResponse, triggered emails see, on average, much higher open rates (38%) than newsletters sent to the entire email list (18.7%).
  5. The same source confirms that the most opened type of automated email is the welcome email, with an 86% open rate. 
  6. Automated cart abandonment emails, on the other hand, have an average open rate of 29.64 percent.
  7. According to Epsilon, triggered emails have a 70.5% higher open rate and 152% higher click-through rate than generic email newsletters.
  8. All this explains why, according to the DMA, 75% of email revenue is generated from triggered personalized campaigns rather than general campaigns.
  9. The same source confirms that companies sending automated emails are 133% more likely to send relevant messages corresponding with the stage of the customer journey.

Social media automation statistics

  1. 47% of SMBs use marketing automation software to manage their social media. 
  2. Social media was the second most automated channel in 202147% of marketers said they used social media automation
  3. This is, again, no surprise. Research shows that companies can save more than 6 hours a week by automating their social media content and ads.
  4. According to NapoleonCat’s calculations, your team could save as much as 175 hours a month by automating 50% of your comment moderation on social media using a social media automation tool. (You can try the calculator below to calculate how much you could save in your business.)
CALCULATOR

Time Saver Calculator

Save time with Social Media Automation

  1. For 64% of marketers, managing a company’s social media is just one of their multiple job responsibilities, making social media automation a huge help.

Customer service automation statistics

  1. Companies using chatbots can save up to 30% of customer support costs.
  2. According to Statista, almost a third of customers in the United States expect a response to their questions or complaints on social media within 24 hours or less. The answer to that can be automating part of your social media customer service to help improve response times.
Marketing Automation Statistics - response time for social media questions or complaints
Marketing automation stats – expected response time for social media questions or complaints
  1. According to this report, 68% of customer service agents report feeling overwhelmed with the amount of work they have to do manually. 
  1. Digital channels, including social media, are almost twice as prevalent for contacting customer service than email, making employees responsible for social media management susceptible to the overwhelm from the previous stat. Social media automation tools can again help resolve this problem. 
Marketing Automation Statistics - Communication channels customers prefer to use
Communication channels customers prefer to use to resolve customer service issues in the United States in 2019
  1. 88% of marketers would value a tool that would reduce the time spent creating reports to have more time for customer interactions and strategic work. 
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Advertising automation statistics

  1. According to estimates, programmatic advertising was worth 129.1 billion dollars in 2020.
  2. It’s also estimated that by the end of this year, 80% of all advertising will be automated
  3. 58% of marketers use marketing automation for upselling their customers.
  4. According to the same source, using one-click, automated upselling online ads can increase average order size by more than 360%.
  5. And automated, personalized offers based on browsing and purchase history can increase sales by 20%.

Sales automation statistics

  1. Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead.
  2. Marketers using marketing automation software report a three-fold increase in the number of leads passed to sales after one month.
  1. In another study, they also increased the number of qualified leads by 451% due to implementing marketing automation software.
  2. Marketing automation tools are also known for shortening sales cycles, as cited by 22% of survey respondents in a SmartInsights and Communigator study.
Marketing Automation Statistics - most important benefits for marketing automation
Marketing automation stats – top benefits of marketing automation in B2B

Convinced you could benefit from a marketing automation tool?

You’ve already seen there are tons to choose from. But if you’re overwhelmed by the sheer volume of the software on the market and on the lookout for a social media automation tool to help you automate publishing, moderation, customer service, social media benchmarking, and reporting, here’s one you should definitely try

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