Is your marketing strategy too quiet?
As a marketer, you've likely heard about the power of omnichannel marketing, as it takes an average of 6 touchpoints for someone to purchase from your brand. Messages across channels, like email, text, and social media, must stand out and compel someone to buy, buy now, and buy from your brand specifically.
Klaviyo’s vast toolset, and its omnichannel capabilities in particular, can help you achieve marketing goals, support customers both pre- and post-sale, and analyze your business efforts to pinpoint areas for expansion or improvement.
To set the scene, hear from a few Klaviyo Champions and industry experts as they describe the power of an omnichannel strategy in Klaviyo.
Omnichannel vs. multichannel marketing
All omnichannel marketing is multichannel marketing, but not all multichannel marketing is omnichannel.
Understanding the differences between the 2 strategies will be key to successfully implementing an omnichannel marketing strategy. Take a look at the chart below to learn more.
Feature | Omnichannel | Multichannel |
Shared customer data | Yes | No |
Consistent brand conversation | Yes | No |
Purchase through all channels | Yes | Only on some channels |
Same customer data across channels | Yes | Some or no data on certain channels |
Requires customer data platform (CDP) | Yes | Lower tech requirements, channel-dependent |
Holistic sales approach | Yes | Attributes sale to final touchpoint only |
Last touchpoint attribution | Yes | Partial view |
In short, customer touchpoints are one long conversation as opposed to several fragmented ones, it’s instantly easier for your brand to serve people with a consistent narrative and an exceptional purchase experience.
Omnichannel in action with SWAK Cosmetics
In the dropdowns below, review an example of a buyer’s journey for SWAK Cosmetics, a brand that employs an omnichannel strategy. Consider how this relates to your own brand and customers as you proceed.
Awareness
Sally, low on concealer, seeks out the best concealers for darker skin tones. Influenced by her favorite beauty influencer's endorsement, she discovers SWAK Cosmetics' inclusive concealer line.
Consideration
Browsing the website, Sally's interest is piqued, but she hesitates to make a purchase without further research. Sally fills out the initial form to get a discount.
Life happens
Forgetting her need for concealer until the company holiday party, Sally rushes back to SWAK's site. She initiates an order but abandons it, triggering an abandoned cart flow. A 10% off coupon is sent to her, but she doesn't open it.
Consideration (again)
Deciding to hold off on the purchase, Sally encounters a SWAK ad on Instagram the next day. Intrigued, she clicks, opting into text messages, thus triggering a welcome flow.
Conversion
Sally hates flooded email inboxes and ignored SWAK's promotions, but she engages heavily with text messages. Enticed by a coupon in the text welcome flow, Sally makes her first purchase from SWAK. She also adds a coveted lipstick to her order.
Retention
After receiving the concealer and lipstick, Sally was in love. This was her favorite product, and her new go-to makeup line. To ensure that she never runs out of concealer again before a big party, Sally downloaded SWAK’s app and receives a push notification every few months to remind her to replenish her concealer before it runs out.
Advocacy
A few days later, Sally receives an email asking her how she liked the products. Sally submitted a positive review for both the concealer and lipstick.
In closing
Using Klaviyo's products and workflows, you can streamline customer data to create a true omnichannel strategy that merges text messages, emails, push notifications, and more into a personalized customer experience. Throughout this certificate, we will share some features and best practices as well as quotes and case studies from real Klaviyo customers and partners to help you build meaningful connections (and sell more products) in today's crowded digital space.