Boring, On Purpose: How One Email Marketing Company Made ‘Dull’ Desirable

Omnisend, a leading provider of email and SMS marketing, has launched a rebrand, flipping the script on conventional marketing speak. With the new slogan, “Omnisend – Email & SMS marketing so good, it’s boring,” the company decided it was more important to be distinct than universally appealing.

For a long time, Omnisend’s messaging resembled the predictable claims of its competitors. The previous slogan, “Email & SMS marketing that really sells,” was accurate but lacked the personality to differentiate the brand. It also failed to acknowledge the elephant in the room: email marketing, while one of the most reliable platforms for revenue, is not exactly the most exciting topic. Instead of fighting this reality, Omnisend embraced it.

“We realized that trying to be ‘exciting’ wasn’t the answer – standing out was,” said Pija Ona Indriunaite, Brand Director at Omnisend. “Our customers, primarily SMB e-commerce owners, juggle countless responsibilities, with email marketing being just one piece of the puzzle. It’s not their main focus, they just need reliable, intuitive automation that works so well, they don’t have to think about it. That’s why Omnisend is ‘boring’ – in the best way possible.”

Overall, the rebranding contributed to impressive organic results, including:

• 109% increase in LinkedIn reach in 2024 compared to 2023
• TikTok reach grew by 1371%, while Instagram saw a 4948% boost

While an accompanying brand awareness campaign on YouTube contributed to:

• Overall Brand lift increase of 122% – 219% and a relative lift defined by Google as “best in class”
• Brand searches in a key target market increased by 19%
• 17.1% YoY growth in new users in the same market

Injecting Personality Into the “Boring”

Many brands hesitate to embrace humor. A report by Oracle found that while 91% of people globally prefer brands to be funny, 95% of business leaders fear using humor in customer interactions. Omnisend set out to challenge this.

Together with the “boring” positioning came a bold, playful approach to messaging across the board – social media, product communication, employer branding, and a complete overhaul of brand positioning, Omnisend injected humor and honesty into every touchpoint. By contributing to trending conversations, poking fun at marketing cliches, and taking playful jabs at competitors, the company became a brand with a personality.

“Our clients don’t exist in a ‘Severance’-like world where they shed their personality the moment they log in,” added Indriunaite. “They want products that work, but they also bring themselves into the workplace and appreciate a brand that gets them. Our goal was to create a brand that feels more like a conversation with a friend than another faceless software provider.”

“Building brand awareness takes time and effort, and while we’re still in the exploration phase of our new brand concept, the results so far have been incredibly encouraging. The rebrand has given us the freedom to experiment and take creative risks, which has delivered significant value to the business, on top of making our jobs way more fun,” says Indriunaite.