Omni Channel Marketing with Rytis Lauris

We discuss the basics and importance of omni channel marketing solutions, omni channel data and omni channel communication.

Background
Rytis is the Co-founder and CEO of Omnisend which is an omni channel marketing automation tool for e-commerce  
What is omni channel marketing? And why should e-commerce sellers use it?
All of the e-commerce used to be separated - online and offline were very separate. 

In 5-10 years, customers will be able to buy wherever they want to. 

Online
Social media
On phones
Offline/in store

The idea of “e-commerce” will be just “commerce” or “retail”
Marketing will also be Omni Channel
It’s a variety of channels

Promotion

Apply Omni Channel Communication with existing customer bases. 

Email, SMS,
Facebook and Google ads - good lookalike audiences

Popup trend
Around Christmas, there are seasonal stores

Even in spring, there are a lot of 1-2 month popup stores
Owning the channel and permissions
You don’t own channels like Amazon
Amazon is moving offline 
Amazon has more data than anyone else

That enables personalisation

Omnisend is trying to bring that ability to Amazon

Ecommerce is booming but the lack of personal experience is an issue. 

Offline gives you that opportunity 
Why isn’t email alone enough?
It IS still the most effective channel. But we should augment that. 

We should broaden our definition of “subscriber” as a consumer who gave us permission to communicate with them regularly. 

Allowing customers to choose the most preferred channels is important. 

However, email has and will survive. 

Omnisend started 6 years ago and it was just an email service provider. 

The venture capitalists struggled to. 
Omni Channel Data through Personalised messaging 
-what is it? 
Based on simple personal data eg name, city. 

More important is to personalise the messages and automating the data from the online store or the data you get from the customer's Behaviour. 

It’s based on triggers which initiate an auto campaign

Eg if someone is looking at a specific category based on their browsing. 

So you can provide automated campaigns related to that. 

It’s not about demographics - may be the same person will be wanting a scarf in 3 months. 
What are the mechanics of that process? 
Shopify and Omnisend - connect Shopify with a marketing automation tool

Build an initial profile based on past transactions

When was last transaction 

When was the age shopping cart

Do front end Excel tracking customer’s data based on their permission.

So the content of the newsletter is often not related to that so there is room for improvement 
What to do in response?
Start an automated campaign…

send an email, maybe 2 emails (most cost-effective 

If no transaction, continue to send
Maybe messenger 
Maybe WhatsApp 

If nothing happens, push the data to Google and Facebook ads

Depends on which communication channel you have permission for 
SMS may be the initial channel. 
What is the value of SMS compared to email?
SMS is very effective but costs a little more than email
Gathering Multiple Permissions
You can get a form and ask for permission via various channels

Then your customer can tick the boxes they prefer
Then it can be more contextual: 
A traditional popup, which is still very effective (which converts a lot of visitor to sub) can be emailed only

On the checkout box, you can have a checkbox for the perm to get SMS

You already have a relationship with the store then. 

On product page when OOS - would you like to sub via messenger and we can update you when back in stock. 

Sub via push notifications, we’ll give you a code for free delivery, etc. 
Why use it for e-commerce?
ROI is much higher compared to email on its own. 

I just published some research on Black Friday 2020 campaigns. 

SMS marketing is much more effective