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How Soundest Evolved into Omnisend: The Backstory

Read the story here for how Soundest evolved into Omnisend
Reading Time: 4 minutes

It was in a Persian restaurant, right across from the London Ecommerce Expo of 2013, that we came up with what would be the core of Soundest’s mission: to create an easy-to-use, affordable email marketing platform made for ecommerce.

In 2013, email marketing was a different beast. Marketing was evolving and email marketing was becoming the core of many business marketing efforts. But while many services offered “data-driven” email marketing, very few actually delivered on this promise.

Before the expo, we knew we wanted to make a truly data-driven email marketing tool. But whether the market would accept us was a completely different question.

Walking down the aisles and looking at all the vendors, we saw how many generic email marketing services there were. There were mostly these two options:

  • simple services where you uploaded a list and sent out bulk email campaigns
  • humongous, complicated, enterprise-level tools that are pretty much off-limits to smaller businesses in terms of complexity and price

We realized that there was absolutely no need for another generic email marketing service.

What was needed, however, was an email marketing platform created specifically for small and medium-sized ecommerce stores. These are the businesses that need a robust, powerful email marketing service, but one that is inexpensive and easy to use.

So, when we left that restaurant, that’s exactly what we set out to give them.

Soundest, the easy-to-use email marketing platform

We hold brainstorming very near and dear to our hearts. It’s what caused us to come up with our core features, the ones that our merchants find amazing about our platform, such as our Product Picker and Campaign Booster.

We made 1-click customer behavior triggers for our automation workflows, whereas other services would require more than 100 clicks for the same thing. We were also among the first to create flexible automation that was simplified enough for casual users.

While it was challenging, it wasn’t impossible, and within four months we launched Soundest version 1.0. We started off as a completely free service because we wanted to test our hypothesis to find out if people actually wanted this type of service.

Luckily for us, the answer was a resounding yes.

We’re currently being used by 30,000 brands in 130 countries worldwide. These brands are sending millions of emails every single day.

Most importantly, however, is how long it takes our users from the time they sign up to when they send their first campaign. For other services, the average time ranged from 20 hours to 2 days. For our users, it only takes 10 minutes.

Maybe that’s why we’re the #1 email marketing platform on Shopify, with glowing reviews that all say the same thing: “easy to use.”

Over the last three years, we’ve done a lot with email marketing, and we’re really proud of our progress.

But we want to do more.

The evolution of Soundest

When we look at the market, we see that consumer behavior is changing as more digital touchpoints are emerging.

For the most part, we’ve solved many of the challenges of email marketing over the last few years. But now our focus is on making everything customer-centric, and that means focusing more on omnichannel marketing.

Omnichannel marketing is the way a merchant uses all the marketing channels available to give the customer one integrated experience.
You may have already seen these changes in our product, as Soundest wasn’t solely focused on email marketing. Instead, we have signup forms, popups, landing pages, our interactive Wheel of Fortune, and receipt distribution.

In fact, we have features in one platform that would normally require installing at least 5 different apps.

We’ve been increasingly focused on providing a unified user experience through these different digital touchpoints and adding greater features to help facilitate that.

But when we looked at what we were and what we were becoming, we realized that Soundest just wasn’t big enough for us anymore.

We were changing and adapting along with our customers, and our brand needed to change as well.


Omnisend is about focusing all of our efforts into helping our customers, ecommerce merchants, build up their business by building stronger relationships with their own customers.

We do this by allowing merchants to stay in contact throughout the entire customer’s journey, from the first time they visit the store to their repeat purchases.

As a brand name, we chose Omnisend to reflect our new brand and new mission: providing an integrated experience to help merchants build stronger relationships with their customers through omnichannel marketing.

It’s a big goal, certainly, and one that will have lots of challenges for us to overcome.

We can already see two challenges that we’ll be fighting and adapting to on a regular basis.

  1. First of all, we want to make sure that not only are we keeping up with our own customers’ changing needs, but that we are at the forefront of this change and helping to set the pace at which email marketing and omnichannel marketing in general are progressing.
  2. Secondly, we’re also witnessing a paradigm shift as the differences between ecommerce and commerce are blurring. Commerce is now going back to its grassroots—the customer experience—and using all the channels available to improve that experience.

This means that our customers will need tools to reach their customers wherever they are, whenever they’re there, and with a shared message.
But that’s a challenge we’re more than willing to face.

You see, Omnisend is all about customers, in both ways you look at the word: our customers, the ecommerce merchants, and our customers’ customers. We want to make sure our customers have everything when they engage with us, providing them with what they need before they even know they need it.

And that’s really how we want our customers to treat their customers. We want to emphasize just how important it is for merchants to build genuine, strong relationships with their customers.

This can only be achieved by focusing their attention on how visitors are experiencing their stores, whether they can find what they’re really looking for, and making it easier to keep in contact and send relevant, timely messages.

We’ve seen just how amazing it is to have such a good relationship with your customers, and we know what it can do not only for your business success but also for your motivation and the way you set your goals.

That’s what we want our own customers to build on and experience: a stronger relationship with the customer, a better, smoother way of doing business, and great results that will put them firmly on the path to success.
We hope you’re as excited as we are for the many great things to come.

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Rytis Lauris
Article by
Rytis Lauris

Rytis is the CEO and Co-founder of Omnisend. He's passionate about email marketing and is always looking for new ways to help ecommerce businesses achieve greater results.

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