“Marketing is becoming more mathematical. You have to start reading the signals of what your customers are telling you.” Ominsend Co-Founder and CEO Rytis Lauris is on a mission to help small- and medium-sized eCommerce businesses understand just that. We discussed this mission and the state of omnichannel marketing this week on the On Brand podcast.
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About Rytis Lauris
Rytis Lauris is the co-founder and CEO of Omnisend, the powerful marketing automation platform that’s focused on moving eCommerce marketers beyond the generic email marketing tools. With a mind seemingly crafted for business and an eye to the future, Rytis has gained notoriety within the eCommerce community for his insights on omnichannel and the future of eCommerce. He believes that rich customer data and an omnichannel approach empowers eCommerce businesses to generate more sales by sending highly personalized messages via various channels, including email, SMS, Facebook ads, Google retargeting and others. Omnisend is a bootstrapped business and successful without any additional investments, and has become a top-rated app in the Shopify App store and has been listed in the G2’s selection of the Top 50 Products for Marketers 2019 and the Top 100 Software Companies in EMEA.
As a successful entrepreneur who has spent more than 10 years building and bootstrapping startups and being in the eCommerce field, Rytis discovered eCommerce marketers have very specific needs around automation. Since 2014, Rytis has made it his mission to use Omnisend to help and empower small and medium-sized eCommerce merchants.
The impact of COVID-19 on omnichannel marketing. “There will be no lines between commerce—retail vs. eCommerce,” Rytis notes, due to the disruption of COVID-19.
What’s Rytis’s definition of omnichannel marketing? Definitions matter. That’s why Rytis’s focuses on customer-centricity. “It’s about customers choosing what’s best for them—they’re preferred channel for brands to communicate with them on.”
What channel is gaining traction with consumers in the omnichannel mix? Rytis noted that while email marketing still packs a powerful punch, SMS has been picking up in recent years. However, it stumbled going out of the gate with “blasts and no way to unsubscribe.”
How can you track what your customers want more of? “In the past, it was focus groups. Now it’s analytics—what pages they’re looking at. The math is everywhere. You have to start reading the signals of what your customers are telling you.”
What brand has made Rytis smile recently? Like many of us during the quarantine, Rytis has spent some time putting together puzzles. That’s why the brand that made him smile was Jiggy Puzzles. “Beautiful puzzles with a nice story about the startup’s founder.”
As We Wrap …
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