Omnichannel Made Simple: Integrating Email, SMS, Push, and WhatsApp into One Funnel
Imagine this: a customer visits your store, adds a product to the cart, but doesn’t buy. That evening, they receive a friendly reminder email. The next morning, an SMS follows up with a small incentive. Later, a push notification warns them that stock is running low. Finally, they get a quick WhatsApp message confirming availability and answering a sizing question. Within minutes, they complete the order.
That’s omnichannel marketing in action — one story told across multiple channels, without confusion or duplication. It feels seamless to the customer, and it drives real revenue for the brand.
How to implement it? Find out the answer in this article!
What Omnichannel Marketing Really Means
Omnichannel marketing means those channels are integrated into a single platform and communication strategy.
Think with Google reports that customers exposed to omnichannel marketing are much more likely to buy than those reached via a single channel. This isn’t surprising: when the same message is reinforced in Gmail, via SMS, push notifications, and on WhatsApp — in the right order and at the right time — customers feel guided, not pressured.
Why Omnichannel Marketing Should Be Your Next Growth Lever
What I’ve consistently seen in my agency’s work is that the real value of omnichannel marketing lies in customer lifetime value. Omnisend’s 2025 benchmarks confirm it: brands using three or more connected channels achieve nearly 250% higher purchase frequency compared to those relying on one.
And that’s exactly what decision-makers should focus on. It’s not about blasting more messages — it’s about orchestrating channels so that they amplify each other.
Pro Tip: Instead of spreading yourself thin across every possible platform, double down on the four channels that matter most in 2025: email, SMS, push, and WhatsApp. Finally, now it is possible to manage them all from a single platform like Klaviyo. This will keep your work simple and organized, and your data clean
Email Marketing — The Backbone of Omnichannel
Email is the anchor of omnichannel marketing. With tools like Klaviyo, we build advanced segmentation and flows that scale. Gmail dominates inbox share in the U.S., so deliverability (SPF, DKIM, BIMI) remains non-negotiable.
I once helped a skincare brand increase deliverability from 55% to 85%. We published a full article on this case, and it proves a clear point: without strong email, every other channel in your omnichannel marketing plan underperforms.
Pro Tip: Clean lists and proper inbox placement monitoring aren’t optional. They’re the foundation of a healthy omnichannel marketing strategy.
SMS Marketing — Driving Immediacy
SMS is the channel of urgency. Tatango’s 2025 benchmarks show SMS open rates at around 98%, with response rates above 45%. Numbers like that explain why SMS is indispensable in omnichannel marketing.
Still, compliance matters. TCPA regulations require careful handling in the U.S., but the payoff is worth it. With Klaviyo, I often set up flows where a Gmail promotion is followed by an SMS if unopened. That’s omnichannel marketing in action: one system, multiple touches, no duplication.
Push Notifications — Precision in Re-Engagement
Push works best for re-engagement. Abandoned cart alerts, restock notices, or loyalty reminders reach people when they’re most likely to act. Within omnichannel marketing, push is not your megaphone — it’s your scalpel.
Pro Tip: Keep push notifications contextual and timely. Spammy pushes don’t just annoy users, they weaken trust across your entire omnichannel marketing funnel.
WhatsApp Marketing — The Conversational Edge
WhatsApp has exploded in relevance for brands. Twilio’s 2025 State of Customer Engagement report shows WhatsApp as one of the fastest-growing channels for commerce and support. For U.S. brands with international customers, omnichannel marketing without WhatsApp is incomplete.
It’s perfect for conversational commerce: order updates, quick support, personalized offers. Unlike SMS, WhatsApp supports images, voice notes, and interactive buttons. This makes your omnichannel marketing strategy feel human, not robotic.
Bringing It All Together into One Funnel
Here’s the step-by-step approach I use with clients:
- Identity stitching — merge email, phone, and device IDs into one profile.
- Message hierarchy — email is primary, SMS for urgency, push for real-time, WhatsApp for dialogue.
- Automation rules — Klaviyo and Twilio handle orchestration so no two channels step on each other.
When executed correctly, omnichannel marketing feels like one continuous dialogue rather than four separate campaigns.
Pro Tip: Map the journey from the customer’s perspective, not the marketer’s calendar. A successful omnichannel marketing strategy makes the brand feel present, but never overwhelming.
Measuring What Matters
Every strong funnel measures relentlessly. For omnichannel marketing, I track:
- Gmail deliverability and inbox placement
- SMS response times
- Push click-through and re-engagement rates
- WhatsApp conversation-to-purchase ratios
Omnisend data shows that synchronized cross-channel timing boosts retention by 90%. This kind of uplift only happens when your omnichannel marketing is orchestrated with data, not guesswork.
The Tech Stack That Powers Omnichannel
Most mid-size brands succeed with a lean but integrated setup:
- Klaviyo for email + SMS
- Twilio for WhatsApp and SMS backbone
- OneSignal for push
- A central CDP (or Klaviyo’s profiles) to unify data
Pro Tip: Don’t get distracted by flashy tools. Success in omnichannel marketing comes from orchestration, not from buying more software.
Case Study: Omnichannel in Action
A lifestyle brand we worked with had solid email but no SMS or WhatsApp. By designing a staged omnichannel marketing funnel:
- Email welcome flow (via Klaviyo) set the tone.
- SMS reminders recovered 22% of abandoned carts, consistent with Tatango benchmarks.
- WhatsApp support reduced churn complaints by 30%, aligned with Twilio’s adoption data.
Within 90 days, their revenue per customer grew by 18%. That’s the compounding effect of a well-executed omnichannel marketing strategy.
A Practical 90-Day Roadmap
Month 1: Audit email deliverability (see my article on deliverability), set up SMS opt-in in Klaviyo, launch the first push notifications.
Month 2: Add WhatsApp flows, test cart recovery with A/B testing (we’ve shared detailed insights on this).
Month 3: Deep segmentation across all channels (see my piece on segmentation), optimize timing, and refine reporting.
Step by step, this roadmap transforms scattered outreach into a cohesive omnichannel marketing engine.
Final Thoughts
In 2025, omnichannel marketing is no longer optional. Email alone won’t secure loyalty. SMS or WhatsApp in isolation can’t sustain growth. The real winners are the brands that unify all four into one funnel — driving seamless experiences and measurable results.
If you want to explore what an omnichannel marketing strategy could look like for your business, I invite you to book a free audit with my agency. Together, we’ll map your funnel, identify quick wins, and build a system that turns every channel into a growth driver.