Omnichannel Messaging Resources

Let customers connect with your team when—and how—it’s convenient for them.

Today’s customers want a seamless messaging experience with your brand—no matter which channel they choose to contact you through. Given that there are so many popular messaging channels today, from native SMS apps to over-the-top (OTT) apps, it’s not enough to support only one. Omnichannel messaging is the best way to encourage customers to interact with your business. On this resource page, you’ll learn all about omnichannel messaging, including:

  • What omnichannel messaging is
  • How omnichannel messaging benefits your business
  • What kinds of businesses can use omnichannel messaging (and which brands already do)
  • How to integrate omnichannel messaging into your strategy
  • Top omnichannel messaging best practices

If business SMS is new to you, head to our business text messaging terminology page to review industry terms. If not, dive into our omnichannel messaging resources.

What Is the Difference Between Omnichannel Messaging and Multichannel Messaging?

Omnichannel messaging is sometimes confused with multichannel messaging. A multichannel messaging strategy does include offering customers multiple messaging channels. But a true omnichannel messaging strategy provides a unified customer experience, no matter which channel they turn to. For employees, a true omnichannel messaging system provides employees with a full view of customers’ conversations across channels.

What Is Omnichannel Messaging?

Omnichannel messaging is the strategy of offering your customers a streamlined messaging experience through multiple channels. These channels can include both native SMS apps and OTT apps like Apple Business Chat, Google’s Business Messages, Facebook Messenger, and WhatsApp. The strategy relies on a central omnichannel messaging platform that allows your team to read and reply to all incoming messages, no matter which channel they come from.

Omnichannel Messaging Statistics

Customers use so many different channels that it’s difficult to meet their needs unless you provide multiple entry points. An omnichannel messaging strategy is the best way to provide the kind of seamless messaging experience they expect.

Benefits of Omnichannel Messaging

Omnichannel messaging has plenty of benefits for customers and businesses alike. It streamlines both back-end team workflows and the front-end customer experience, allowing your team to resolve more queries and reach out to more consumers—without extra legwork.

What Are the Benefits of Omnichannel Messaging for Customers?

Customers expect omnichannel messaging experiences. They’re used to seamless communications from other modern, tech-savvy companies. Omnichannel messaging:

  • Helps customers resolve questions faster than phone calls or emails
  • Reduces repetitive data entry across channels
  • Provides a more customized experience with tailored content

What Are the Benefits of Omnichannel Messaging for Your Team?

Customers aren’t the only ones who benefit from omnichannel messaging strategies. Successful strategies rely on an advanced, omnichannel messaging platform. A platform like this will help your teams:

  • Leverage SMS integrations to access up-to-date customer information
  • Save time by providing access to complete customer histories during messaging
  • Centralize all incoming messages in a hub, or shared inbox
  • Distribute workloads using assignments

What Business Types Can Benefit from Omnichannel Messaging?

Any business can use omnichannel messaging to boost customer engagement, satisfaction, and conversions. Plus, it makes it easy for your team to answer incoming queries faster than ever before. Businesses that receive a lot of product queries and use content to increase sales, like eCommerce and retail businesses, may get the most out of it. As part of our omnichannel messaging resources, we’ve outlined example use cases for these businesses.

How eCommerce Sites Use Omnichannel Messaging

If you run an eCommerce business, omnichannel messaging is a critical tool. Without retail associates to assist customers in your physical stores, you need to offer a similar, real-time connection with your team. You can use omnichannel messaging to:

  • Answer incoming questions about products
  • Send follow-up engagement and marketing content in certain channels like business SMS
  • Ask for feedback on purchases or customer service

How Retail Stores Use Omnichannel Messaging

If you run a retail store, you can use omnichannel messaging for the same purposes as eCommerce sites. However, there are a few more use cases you can employ in addition to those. You can use omnichannel messaging to:

  • Send detailed order notifications
  • Coordinate in-store returns
  • Follow up on in-store purchases with messaged feedback requests

Using Omnichannel Messaging for Customer Support

Any business, no matter the industry, can use omnichannel messaging customer support. The key is to offer integrated entry points where customers might need help, such as on their shopping carts, the checkout page, your Contact Us page, and even popular maps apps. Your customers should be able to text in or click messaging widgets to:

  • Ask product or checkout-related questions
  • Get help with product troubleshooting
  • Request returns or exchanges

Brands Using Omnichannel Messaging in their Omnichannel Marketing Strategy

Head to the contact pages and social media pages of big brands like Timberland, Nike, and U-Haul, and you’ll find multiple customer service messaging options. Up-and-coming startups, like Warby Parker and M. Gemi, also offer comprehensive omnichannel messaging tools. When reviewing these brands alongside others, you’ll notice that successful omnichannel messaging strategies offer multiple channels while providing uniform, branded service across all of them.

Integrating Omnichannel Messaging Into an Omnichannel Marketing Strategy

Omnichannel messaging works well as a conversational marketing tool. Your teams can help customers find products they need through chats. Depending on the channel customers reach you through, you may be able to follow up with additional marketing content later. For example, if a customer opts into your business SMS list, you can send follow-up texts. You can even schedule ahead or automate these messages with help from templates.

Create SMS templates that work well with each of your channels. Feel free to adjust and use these examples.

  • Hello {{customer name}}, did you know that we’re participating in an equality-based charity drive? Text MORE if you’d like to hear more. Text STOP to stop receiving texts.
  • Hey {{customer name}}, this is Starshine Shoes. Glad you reached out. Since you currently wear our suede wingtips but want something more casual, we think you’ll like our suede ballet flats. They come in red or blue. Would you like to see pictures?
  • Hi there, {{customer name}}! MovingPros here. Thanks for reaching out. We’ve definitely got a pod that’s the perfect size for a one-bedroom apartment. Would you like help reserving one?
  • Hi {{customer name}}! James from Sports Attic here. Have any more questions about {{product discussed}}? Let me know!

Omnichannel Messaging Best Practices

An omnichannel messaging platform makes it easy to integrate with all of your customer’s favorite channels. Once you select an integration and give permissions, the platform does the rest for you. After you set up the integration, there are a few best practices you can follow to provide your leads and customers with the best experience possible.
  • 1 Offer a number of popular messaging channels. Choose channels customers are likely to use, like native SMS and over-the-top (OTT) apps like Facebook Messenger, WhatsApp, Google’s Business Messages, and Apple Business Chat.
  • 2 Make it easy for customers to start conversations. Offer multiple entry points on your Contact Us page, online content, Google Maps, and Apple Maps.
  • 3 Consider a during-hours auto-response in case lead or customer messages start building up. Your message should list average response times and business hours.
  • 4 Integrate your omnichannel messaging platform with other business apps. Omnichannel messaging platform integrations allow your business apps, like your CRMs and customer service tools, to share data and streamline workflows.
  • 5 Track your progress and make improvements. Your omnichannel messaging platform should offer reporting to help your team measure their performance and make subsequent changes.