Yournotify for e-commerce marketing

Omnichannel Marketing for E-commerce: How to Blend Email, SMS & Social

Shoppers today don’t live on one channel. They discover products via Instagram ads, bookmark favourites in email, abandon carts mid-journey, and then decide based on a reminder ping from SMS, all before sharing their experience on a social platform. Brands that master this journey across channels see stronger engagement. Omnichannel customers spend nearly 30% more than single-channel ones on average.

To secure attention, drive conversions, and foster loyalty, e-commerce businesses must meet customers where they are seamlessly and intentionally.

What Is Omnichannel Marketing (vs Multichannel)?

  • Multichannel marketing means you use multiple channels, i.e. a blend of email, SMS and social but they operate in silos. Messaging can feel disconnected, inconsistent, or confusing.

  • Omnichannel marketing weaves those channels together. It’s a connected experience, ensuring a customer’s journey never feels broken.

For e-commerce, this means

  • An abandoned cart email followed by an SMS reminder

  • A product launch amplified via email, social ads, and SMS concurrently

  • Customer support that recognises behaviours across channels

In omnichannel campaigns, the experience matters more than the medium.

Why E-commerce Brands Need an Omnichannel Strategy

Restoring Fragmented Journeys

Imagine an Instagram ad leads to a sign-up, but the cart email gets lost in the inbox. An SMS re-engagement nudges the shopper back, recapturing revenue that would otherwise be lost.

Cart Recovery with SMS

Email reminder goes out 1 hour after cart abandonment; no response? A follow-up SMS lands within 2 hours. That multiple-channel nudge significantly boosts recovery.

Social Retargeting

Customers who clicked an email but didn’t convert get retargeted with a dynamic carousel ad on Facebook or Instagram, reinforcing messaging across platforms.

A Complete Flow Example

  1. Discovery via Instagram ad

  2. Incentive via email sign-up

  3. Purchase a nudge via SMS

  4. Post-purchase engagement through email

  5. Loyalty reminders via preferred channel

That seamless flow is the essence of omnichannel e-commerce.

Channel Breakdown: Strengths & Roles

Email Marketing

  • Ideal for stories, new product launches, and educational content

  • Extremely high ROI—$36 return per $1 spent is standard in e-commerce

  • Common workflows: welcome series, cart abandonment, loyalty sequences

SMS Marketing

  • Near-immediate visibility—98% open rates, read within minutes

  • Perfect for limited-time offers, shipping updates, flash sales

  • Highly effective when used after or alongside email

Social Media

  • Builds brand voice, community, and social proof

  • Works as a retargeting engine via pixel-based audience lists

  • Amplifies email/SMS touchpoints with bright visuals, UGC

Pro tip: Use a platform like Yournotify to centralise email & SMS workflows while using Meta Ads for social reach.

Tools to Make Omnichannel Execution Easier

  • Yournotify – sends unified email and SMS automations using one dashboard

  • Meta Ads + Pixel – builds retargeting audiences for social ads

  • Shopify or WooCommerce – powers the storefront and centralises user data

With Yournotify, you can:
– Create flows that blend email + SMS
– Segment by purchase intent or engagement
– Sync triggers with Shopify events
– Send cohesive e-commerce messaging across channels

How to Build a Seamless Omnichannel Campaign

Step-by-Step Strategy

  1. Attract on Social – run tailored ads using Meta Pixel to build interest.

  2. Capture Email + Phone – offer a discount for contact details on-site.

  3. Enable Welcome Flow – trigger a multi-part email sequence and an SMS reminder after 24 hours if no purchase was made.

  4. Retarget Abandoned Carts – email 1hr later; SMS 2hrs later; dynamic ad display 24hrs later.

  5. Finalize Purchase – send email with order summary, followed by a shipping update SMS.

  6. Loyalty Fosters Retention – invite to subscribe to SMS-only or VIP exclusive offers, delivered accordingly via email or SMS.

  7. Continuous Personalization – segment based on behavior and preferences; adapt messaging per channel.

         ―Illustration: funnel map showing email → SMS → social flows—

This thoughtful integration ensures that your message stays coherent and relevant across every touchpoint.

Metrics That Matter Across Channels

Email & SMS Metrics:

  • Open Rate

  • Click-through Rate (CTR)

  • Conversion Rate

  • Opt-out/Unsubscribe Rate

Social Metrics:

  • Impressions

  • Engagement (likes, comments, shares)

  • Conversion Rate & ROAS (Return on Ad Spend)

Unified Metrics:

  • Customer Lifetime Value (CLV) changes from omnichannel behavior

  • Cross-channel Attribution – crediting conversions through combined touchpoints

Yournotify dashboards provide real-time reporting for email/SMS; pairing that with social platforms gives you true omnichannel visibility.

Common Mistakes to Avoid

  • Bombarding across channels — staggering campaigns prevent fatigue

  • Tone mismatch — ensure brand voice feels consistent everywhere

  • Overlapping promotions — sync calendars to prevent contradictions

  • Separate data silos — centralize subscriber CRM, segmentations, and preferences

The antidote: a single-source-of-truth stack, ideally integrated from the start.

Conclusion: Omnichannel Isn’t Optional Anymore

E-commerce success in 2025 demands platforms that work together—email, SMS, and social—seamlessly. When these channels harmonise, you:
– Boost conversions
– Grow CLV
– Build stronger, more loyal audiences

With Yournotify powering email + SMS workflows and integrating with social platforms, your e-commerce brand can confidently execute a winning omnichannel strategy.

Read more related articles:

Tinuade

Marketing Content Strategist

Related Posts