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17 tools to build an omnichannel marketing communication approach

15 min

From social media to Google searches, there are many ways for shoppers to interact with your brand. So, you can’t just stick with a single platform. In fact, Twilio Segment found that 67% of buyers want to interact with a retail business on a variety of platforms.

In other words, you have to maintain a presence on multiple channels — such as social media, email, websites, and mobile apps — to offer an excellent customer journey. 

An omnichannel marketing strategy will help you offer a seamless experience across all these touchpoints and more. However, this approach requires tools that work together to deliver consistent messaging and personalized experiences. These platforms range from customer relationship management (CRM) software to email marketing apps to analytics tools.

We’ll explore some of the most effective omnichannel marketing tools to help you create consistent customer experiences across multiple channels. These solutions will be perfect for you, if you search for a reliable platform for running your own marketing automation. If, however, you’re looking for the best SaaS partner program to resell, this may not be the best list for you.

Here’s a summary of the tools (you can skip straight to the one you care about the most, too!):

What is omnichannel communication?

Omnichannel communication gives customers a cohesive experience, regardless of the channel they use to interact with your brand. A customer can shop in a physical store, look for products on the website, or navigate the categories in the app, and the brand experience will be the same.  

When a customer visits your online store or clicks your ad on another website, all your channels update to reflect their most recent interaction with your brand. 

For example, a prospective customer looks at noise-canceling headphones on your mobile app but doesn’t make a purchase. This triggers an email that shows them additional options with discount offers. 

The next time the customer logs into their Instagram account, they see an ad from your business showing a sale on noise-canceling headphones. They get the same message on Facebook and YouTube. The shopper later returns to your app and makes a purchase. 

Consistently engaging your target audience across different channels like this can help improve the customer experience and boost your conversion chances. 

Importance of omnichannel

Omnichannel marketing lets you meet customers where they are and offer personalized experiences at the right time. 

According to the Twilio Segment report, 49% of customers would likely become repeat buyers of a brand if they receive customized shopping experiences. Not to mention, 80% of business leaders also saw an increase in customer spending after they offered tailored experiences. 

Since an omnichannel marketing approach helps you offer that customized and consistent experience on various channels, it ends up helping you build customer loyalty and improve ROI and sales. Similarly, you also enjoy increased brand awareness, customer engagement, and customer lifetime value. 

Omnichannel vs. multichannel

Some marketers might confuse omnichannel and multichannel, but they are distinct strategies. The key difference is their goal. 

An omnichannel strategy focuses on customer needs. It identifies all the touchpoints between your brand and customers. It then finds ways to enhance customers’ connection to your business and increase convenience. 

In contrast, a multichannel strategy focuses on your product or service. The emphasis is to get your products to as many valuable customers as possible. It hinges on boosting your brand’s online presence more than deepening the customer experience. 

Omnichannel marketing tools

Although omnichannel is a useful strategy, Statista shares that only 35% of business managers believe their omnichannel personalization efforts were successful in 2022.

To build an effective omnichannel marketing strategy and take advantage of all the benefits, you need the right tools. These tools can help you offer customers a consistent experience and stand out from the competition: 

  • Email marketing tools
  • CRM tools
  • Ecommerce tools
  • Analytics tools
  • AI chatbots

Email marketing automation software

Email marketing platforms help you create effective email campaigns and send newsletters to build customer relationships and boost sales.

Here are some of the best email automation tools that can help you grow your omnichannel marketing campaigns and do so much more:

1. GetResponse MAX

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Best email marketing automation software for: Medium to large enterprise-level businesses that need to automate their marketing across channels and at scale.

GetResponse MAX is an automation platform offering a flexible suite of marketing and sales-enhancing features.

Its integrated cross-channel tools help you reach leads and grow your customer base by delivering messages to your audience’s favorite platforms. You can then use Dynamic Content to automatically evolve product offers for customers as you learn more about them.

GetResponse MAX also connects to your business tools directly to boost data-driven insights. These integrated tools can open opportunities for cross-selling, upselling, niche selling, repeat sales, and add-on sales.

On top of that, email marketing coupled with SMS automation gives you a complete multichannel campaign. You can send personalized offers through email to enhance your chances of selling. At the same time, you can boost your marketing efforts with bulk text messages based on selected conditions, contact information, and user behavior.

The AI product recommendation feature matches your products to the preferences and needs of each customer. It also suggests the items they’ll most likely buy. Meanwhile, web push notifications attract multiple visitors to your website for more conversions. 

A Customer Experience Manager helps you optimize your campaigns. You also get 24/7 priority support through email, phone, Slack, and live chat.

GetResponse MAX integrates with the other types of omnichannel marketing platforms listed in this guide, as well as 100+ business tools. As a result, you can sync and automate your campaigns and achieve better overall results with less effort.

Key features:

2. Constant Contact

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Best email marketing tool for: Small businesses that need easy-to-use tools to build deeper relationships with customers.

Constant Contact is an email marketing software that helps small businesses connect with their audiences and grow their brands. 

The software helps you send targeted emails to subscribers based on their engagement with your company. You can choose from a library of professionally designed email templates and edit them to suit your audience.

The platform also allows you to add and organize your subscribers in one place and segment your customers to target them with the right emails.

With its reporting feature, you can see who’s opening, clicking, and sharing your emails; spot trends; and improve your campaigns.

Key features:

  • A/B testing
  • Email list-building tools
  • Pre-built email templates
  • Landing pages to capture new leads

Looking for Constant Contact alternatives? Check out our article, where we compare it with five of the most popular email service providers.

3. Klaviyo

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Best email marketing software for: Online stores looking for seamless integration with platforms like Shopify and WooCommerce.

Klaviyo offers advanced email functionality and SMS services for online shops looking to boost their revenue. 

The platform has an easy-to-use drag-and-drop editor and ready-made responsive templates to help you create marketing messages quickly. You can personalize your emails with dynamic blocks and product recommendations, too.

Klaviyo provides real-time reporting capabilities that help you monitor website interactions and campaign performance. As a result, you can send better emails to your subscribers and boost sales.

Key features:

  • Email and SMS marketing
  • Ecommerce automation
  • Social media advertising
  • Advanced segmentation and personalization
  • Predictive analysis

4. ActiveCampaign

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Best email marketing platform for: Small and medium-sized companies looking to grow through improved customer relationships.

ActiveCampaign is an email marketing software that helps you develop customer relationships and grow your business through automated email campaigns. 

The platform has all the features you’d expect in an email automation tool, such as autoresponders, segmentation, email funnels, scheduling, and A/B testing. It also has advanced features like geotracking, which shows you where your recipients are coming from.

The email software helps you personalize your emails using customer data. You can also do A/B split tests of up to five different email versions to determine which one performs best.

Key features:

  • Email automation and SMS marketing
  • Advanced segmentation
  • Website tracking
  • Customer relationship and sales automation
  • Lead scoring

CRM tools

A customer relationship solution helps you organize customer information to build solid relationships and grow your business. Here are some platforms you can use to boost your omnichannel strategy:

5. Salesforce CRM

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Best CRM tool for: Businesses that want cloud technology to better connect with prospects and customers.

Salesforce CRM is a cloud-based platform that offers innovative solutions for businesses of all types.

From sales and marketing automation to self-service portals and call-center software, Salesforce gives you everything you need to build solid customer relationships.

The platform lets you manage leads, customers, and opportunities using its interactive dashboard. As a result, you get a bird’s-eye view of your business and real-time alerts on customer requirements and ways to solve issues faster.

Key features:

  • Integrate data and take action in real time with MuleSoft (integration platform) and Tableau (business intelligence platform)
  • Built-in AI called Einstein, which automates repeatable business functions, such as emailing leads and creating accounts
  • Employee communication and collaboration through Slack

6. HubSpot CRM

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Best CRM platform for: Growing businesses that want to attract and engage their customers.

HubSpot CRM is a popular tool that gives you access to detailed reports on productivity, individual performance, and sales activity. You can use these insights to track your campaign performance and identify growth opportunities. 

In addition, the tool offers various solutions based on your role within the company. These position-specific solutions include operations, marketing, sales, and customer service. 

For example, your sales team can use the software to notify them when a prospect visits your website or opens an email. They can then use those details to follow up via email, live chat, or phone.

Key features:

  • Track and analyze sales activity in real time
  • Email tracking and engagement notifications
  • Document sharing
  • Meeting scheduler
  • Free ad management tools to attract visitors to your website

7. Zoho CRM

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Best CRM software for: Companies that want to streamline their processes and customer data in one platform.

Zoho CRM is a cloud-based system that provides all the tools you need to manage your leads and sales pipeline and grow your business. It helps you create sales workflows, customize your processes, and leverage advanced reporting. 

The paid plans offer a full suite of integrated apps for customer support, marketing, human resources, accounting, and inventory management.

Zoho Creator enables you to design a mobile app for your business in minutes. As a result, you can access your business data from anywhere using your iOS and Android devices.

Key features:

  • Automate routine marketing, sales, and support functions
  • Lead and contact management
  • Talk to customers and prospects through email, phone, and social media
  • Real-time reporting and analytics

8. Zendesk CRM

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Best CRM service for: Small businesses looking to maximize productivity, processes, and pipeline visibility.

Zendesk is a CRM software integrated with help desk and ticketing features that lets you manage customers from one dashboard. 

With Zendesk, you can track opportunities and leads in your pipeline and get real-time notifications when you get an inquiry. You can also assign projects and collaborate with your team.

In addition, you can access all the platform features from its mobile app and attend to customers on the go.

Key features:

  • Advanced sales analytics
  • Integrated communication channels
  • Automated workflows
  • Lead tracking and pipeline management
  • Reporting dashboards

Ecommerce tools

These platforms enable businesses to sell their products and services online. 

Here are some of the best platforms to launch your online store and grow your omnichannel marketing campaigns:

9. Shopify

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Best ecommerce platform for: Businesses looking to build an online store and sell through a streamlined dashboard.

Shopify is one of the best ecommerce platforms due to its advanced features, like a conversion-optimized checkout, thousands of apps, and a suite of marketing tools. 

The platform offers mobile-friendly designs, customizable themes, and an easy-to-use interface. It also stands out for its extensive dropshipping integrations, which make it easy to sell online without an inventory. 

Key features:

  • Order management system for your business 
  • SEO tools to optimize your online store on search engines
  • Analytics for a detailed view of your store’s performance
  • Easy payment integrations and options

10. WooCommerce

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Best ecommerce plugin for: Brands looking to build an online store using WordPress.

WooCommerce is a WordPress plugin that transforms your website into a store. Its basic version is free, but you can customize it with a wide range of extensions. 

The extensions provide options for omnichannel and multichannel marketing, SEO features, and payment gateways.

Key features:

  • Built on top of WordPress, the world’s most popular content management system (CMS)
  • Integration with your favorite WordPress plugins
  • Works with payment gateways like PayPal, Stripe, and Google Pay
  • Integration with marketing campaigns and tools

11. BigCommerce

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Best ecommerce solution for: Online stores looking to scale big.

BigCommerce provides a comprehensive suite of tools ranging from marketing to analytics, coupled with support from industry experts. 

The platform is built for online selling with the features you need to generate leads, close sales, and scale your business.

Key features:

  • Tools like Codisto and Feedonomics let you sell and advertise through social commerce, digital marketplaces, and search engines
  • Blends brick-and-mortar shopping with modern ecommerce
  • Merges online and offline sales, accounting, and inventory

Analytics tools

Web analytics tools track, measure, and report website activity, including user clicks, traffic, and visitor sources. 

These analytics tools will give you insights into what’s happening on your website:

12. Google Analytics

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Best analytics tool for: Companies that want advanced insights into their businesses.

Google Analytics is a popular free web analytics tool that tracks quantitative user data across platforms and devices. It provides valuable insights into the effectiveness of your marketing efforts.

You can track essential campaign metrics, such as engagement rate, views, and sessions, which are organized in detailed reports to show what’s happening on your website in real time.

Key features:

  • Visualization and auto-generated reports for your campaigns
  • Funnel analysis for viewing the whole customer journey map
  • You can use it as one of the tags in Google Tag Manager to track user activity on your app or website

13. Kissmetrics

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Best analytics platform for: Businesses looking for critical insights and user interaction on their websites.

Kissmetrics is a marketing and product analytics tool that helps you accelerate your business growth with quantitative data. 

The platform has a customizable dashboard that lets you see key metrics at a glance. You can then use segmentation and cohort analysis to track users and understand their behavior on your website.

Related read: Behavioral segmentation examples and strategies to send behavior-triggered messages

In addition, you can measure key revenue metrics, like churn rate and customer lifetime value, to develop an omnichannel approach to boost customer loyalty.

Key features:

  • Real-time data monitoring
  • Email marketing and management
  • Digital analytics and demand generation
  • Funnel, cohorts, and retention reports

14. Mixpanel

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Best analytics software for: Companies looking to measure and optimize user engagement.

Mixpanel is a product analytics platform that lets you engage, convert, and retain your target audience. 

It offers insights into how customers use your products and the most popular features. As a result, you can analyze which features benefit users most and enhance them to improve customer retention.

Key features:

  • Campaign and communication management
  • Audience targeting and conversion tracking
  • Data discovery and visualization
  • Statistical, visual, and website analytics

AI chatbots

AI-powered chatbots offer a more human-like user experience. They can engage in natural conversations and automate various tasks.

Here are some of the best AI chatbots that can help you give customers a great omnichannel experience:

15. IBM Watson Assistant

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Best AI chatbot tool for: Brands that want to build better AI-powered virtual agents.

IBM Watson Assistant helps you provide consistent and intelligent customer support across all touchpoints and channels with conversational AI.

The AI assistant is built on machine learning (ML), natural language understanding (NLU), and natural language processing (NLP) to understand questions better and automate the search for the best answers. As a result, you can accurately complete the visitor’s intended action.

Key features:

  • Conversational AI for friendly and fast customer support
  • Intuitive user interface
  • Seamlessly integrate with CRMs and other back-end systems

16. Intercom

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Best AI chatbot for: Businesses looking for custom bots to qualify leads, speed up customer resolutions, and grow their pipeline.

Intercom is a customizable chatbot that helps you launch a bot to engage high-intent leads. You can then move the qualified leads to a conversation directly to convert them faster.

The AI chatbot uses behavioral data and machine learning to respond to website visitors and offer a personalized experience. It also uses your business data to train the bot to complete tasks and provide answers relevant to your brand.

Key features:

  • Create custom bots without coding
  • Smart lead qualification
  • Quick and efficient customer support

17. Clever Messenger

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Best AI chatbot software for: Brands looking to create AI-powered conversations with customers on social media platforms.

Clever Messenger helps you build chatbots for your social media platforms and website. It offers various features, including A/B testing, a drag-and-drop interface, and customizable templates. 

You can set up simple Flows to have your AI chatbot automate sales, qualify leads, nurture relationships, provide support, and boost conversions on your behalf.

Key features:

  • Integrates with various messaging platforms, such as Instagram, Facebook Messenger, and WhatsApp
  • User-friendly interface that lets you set up and customize your chatbot easily
  • Collects subscriber information

Final thoughts

The omnichannel tools above will enable you to deliver engaging and consistent experiences to customers.

The tools will also help you better understand customer behaviors and preferences, automate your marketing workflows, and deliver personalized messaging across multiple channels.

GetResponse MAX offers a suite of advanced automation tools and integrates with 100+ top business and marketing platforms — including most of those on this list — to streamline your processes and save time.

Anna Kvasnevska
Anna Kvasnevska
Anna is a content marketing specialist and a proud member of the GetResponse team. With more than 5 years of experience in content creation, as well as her intercultural background and cross-industry perspective, Anna is happy to share her insights into the latest updates from the world of online marketing, eCommerce, and technology. Connect with Anna on LinkedIn.