Greg Zakowicz from Omnisend offers a useful, data-driven strategy to assist course developers in expanding their audience and boosting enrollments through successful multi-channel marketing.

Greg highlights the significance of moving beyond conventional email campaigns by including SMS, online push alerts, and personalized messaging into a unified approach. Greg has more than 20 years of expertise in e-commerce and lifecycle marketing.

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He describes how course developers may utilize automation to offer timely, pertinent information at every stage of the learner experience by segmenting their audiences based on behavior, such as engaged prospects, new leads, or inactive users. Greg outlines important lifecycle automation processes that are intended to increase conversion rates and student retention, such as welcome sequences, abandoned cart messages, onboarding emails, and post-purchase interaction. Additionally, he emphasizes how crucial it is to keep email lists healthy and optimize message timing to match client intent.

Creators may oversee all communications from a single location by utilizing a unified platform such as Omnisend, guaranteeing consistent message at every touchpoint.

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Episode Transcript

Chris Badgett: You’ve come to the right place if you’re looking to create, launch, and scale a high value online training program. I’m your guide, Chris Badget. I’m the co-founder of lifter LMS, the most powerful learning management system for WordPress. State of the end, I’ve got something special for you. Enjoy the show.

Hello and welcome back to another episode of LMS Casts. We’re joined by a special guest. His name is Greg Zow. He’s from Omnis Send. You can find Omnis send@omnissend.com. Greg is an e-commerce and retail advisor at Omnis Send. We’re gonna go deep on marketing for LMS websites and the creators of those websites.

We’re gonna talk about marketing automation, multi-channel marketing. Changes in buying behavior and what’s going on at the macro level. But first, welcome to the show, Greg. Thanks, Chris. Super excited to be here and looking forward to a good conversation. Yeah, I’m really loving Omnis. Send Omnis send has done a lot of great things in the WordPress space, both with WooCommerce, LMS plugins, membership plugins, and the digital commerce side of things.

Let’s start at the macro. What are you seeing in terms of how spending behavior or cons, consumer behavior is changing in ways that might be relevant to course creators and coaches out there? 

Greg Zakowicz: Yeah, it’s a good question ’cause we’ve been seeing it for the past 18 months and it’s finally coming to a head now.

So I’ll start from the product level and we’ll back over. Because that’s where a lot of that consumer behavior changes data comes from. We all know we live in a relatively uncertain economic time right now. Every day seems to ebb and flow a little bit here and there. But the changes have been coming, like inflation’s been around for years, so we’ve been dealing with it ever since the pandemic.

And really it’s, while they say it’s come down, it’s come down over the previous level, which was high, right? So I feel at the grocery store when I go. Buying product. So about 18 plus months ago, we started to see a shift to value focus. Private labels, right? Customer or consumers, would trade down when the value of the private labels matched, product quality or whatever it is, stores now.

Costco, target, Walmart, they’ve all expanded their private label offerings. And that’s just an example. So we were starting to see like this value focused mindset, which was groceries, it was products, it was sneakers, it was clothing, whatever. And then you had stores like Teo and stuff like that and Shane, which are facing their own problems now, at least for the US audience.

But they were contributing to that. So yeah, I can get a. Desk clamp for four bucks, why not? If it breaks in 12 months, I’m out four bucks and I’ll just buy another one. So that was the shift, and over the last probably six months, we started to see that accelerate a little bit more. So spending was still up, but what we were starting to see was the number of orders were down.

So what you would have is consumers focusing on value. So Walmart’s a good example here. If I. Start to buy a couple things at Walmart and my dollar, I need to stretch further and I get the value here. Now what I do is I start to consolidate my purchases. So spending was up, but the number of orders across the board were down.

So what we were doing is consolidating purchases. But what that tells me as. A brand as a course creator, as an agency, every sale really matters at that point because there are fewer sales to go around. You wanna capture those dollars. So average order value would go up. And then last month the report came out, came out last week, but last month we started to see consumer spending slow for the first time in almost 10 years.

So those t