707: Omni Channel Marketing: E-Commerce Marketing Automation with Rytis Lauris

Rytis Lauris is Co-Founder and CEO of Omnisend which is a powerful marketing automation platform focused on moving e-commerce marketers beyond those outdated general email marketing tools.

In this episode we are going to learn about:

• What is Omni Channel Marketing?
• What are the advantages of having different channels in one platform? 
• What are the relative results of companies using Omni Channel Marketing?
• What are your best practices in terms of customer segmentation?
• Fun ideas of marketing strategies or practices for Omni Channel Marketing? 
• What is the process of deciding what product to upsell to customers?
• What are the resources that can help customers when they sign up and begin using the platform?
• What are the additional features of the tool that we will watch out for?
• What are the secret to success tips that you can share to the listeners?

What is Omni Channel Marketing?

It is an ecommerce marketing automation built for growing ecommerce businesses. Through Omni Channel Marketing, customers can reach out in the way they prefer. They can choose email , SMS messages, web push notifications, Facebook messenger, Whatsapp or combine them into the workflow.

What are the advantages of different channels in one platform?

First, The main advantage is having a single, centralized, and synchronized customer profile. It prevents customers receiving irrelevant and repetitive messages in different platforms because it is synchronized. With this tool, it follows a sequence/flow when communicating with customers.

For example: we start communicating with through an email.

If Robert does ignore our email then we maybe send that Facebook Messenger message then maybe we send a push notification and finally send text message. Second, providing customers with options to choose what channel they are  most comfortable using.

What are the results of relative results of companies using Omni Channel Marketing?

- With Omni Channel Marketing, companies begin to have 90% customer retention. Customers are coming back to check the website twice as often because it was convenient for them to choose the type of channel they want to be communicated. Another great thing is the conversion of customers from a different channel to using Omni Channel. It has greatly increased by 250%.

What are your best practices in terms of customer segmentation?

1. VIP list- they are treated the best customers. They get the best deals and offers, and organize offline events for them.
2. New Prospected customers- As marketers, we maintain a list of those who are subscribers but have not purchased anything on the website yet. We are aggressive in using different channels in retargeting campaigns. For example, we send customers welcome back campaigns through email like offer discount or special offers for specific customer or groups.
3. Subscribers who used to be buyers but are no longer active for 12 months or so- they are removed from the subscribers list. Not worth marketing anymore. They may have been back with a new email or phone number.

Fun ideas of marketing strategies or practices?

1. Creating personal videos for customers
2. Postcards or personal replies
3. Loyalty Programs
4. Customer Support
5. Upselling Videos- When a customer purchases an item, you send an automated campaign of another product that is relevant to what the customer is purchasing. For example, if a customer purchases a phone, before the order is dispatched, the customer receives an automated campaign of a wireless charger. Mention discounts and all other perks of having them ordered in one cart.

What is the process of deciding what product to upsell to customers?

• Products that fit the best with the item purchased by the customer
• Automated recommendations of what product sold the most

What are the resources that can help customers when they sign up and begin using the platform?

 Tutorial videos, webinars, 24/7 online customer support, Account managers who facilitate the on-boarding of new clients, help them set-up and navigate through the tool

What are the additional features of the tool that we will watch out for?

• time optimizations
• improvements in automation
• comprehensive business analytics

What are the secret to success tips that you can share to the listeners?

For beginners, start gradually. Instead of trying to set up properly, just gradually improve and start to utilize one feature after another. For those who have experiences with a lot of other tools, the best recommendation is to segment your customers and broaden the channel options. Don't stop improving and experiment on the new features that are always coming out. It helps you get ahead of the competition.

To check the Omnisend tool- visit www.omnisend.com. Start immediately with a 14 day trial by yourself or book a demo with the team to help you navigating the tool.

Resources

Omnisend (Website)

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Filed in: Archive 3: 2018-2020 • Interview • Podcast