How to select the right omnichannel marketing automation platform

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As your company grows, finding the perfect omnichannel marketing automation platform can seem like a daunting task. 

Plus, gone are the days of multichannel marketing. It’s now time to embrace the power of omnichannel marketing automation. 

But what makes it so great? 

In this blog post, we’ll take you through the top 11 features to look for when selecting your next omnichannel marketing automation platform. We’ll also delve into why businesses around the world are jumping on board with this innovative strategy. 

Why choose omnichannel marketing?

Before we dive into the key features of an omnichannel marketing automation platform, let’s get up to speed on why you need it in the first place. 

Businesses that adopt omnichannel strategies have 91% better customer retention rates year on year than those that don’t. 

Do we have your attention now? 

This high percentage is because an omnichannel platform provides a seamless experience across customer touchpoints — following the customer throughout their journey and engaging them at exactly the right time.  

Customers today have higher expectations than ever before and expect real-time responses to their questions. They also demand a seamless experience across all touchpoints. 

This means that businesses that provide a personalised and seamless customer experience are more likely to retain their customers. It’s about being customer-centric. 

What to look for when choosing your next omnichannel marketing automation platform 


Security is the most critical aspect of any omnichannel marketing automation platform. 

A reliable platform must be able to collect data from multiple sources and present it to users in an easy-to-understand manner. 

As a result, data breaches occur — 4,145 publicly disclosed data breaches happened globally in 2022 alone. 

Businesses must ensure that the security surrounding their omnichannel marketing automation platform is robust. The platform provider must provide hashing and encryption to protect customer data. They should also limit the information that agents have access to. 

Take Agillic, for example. We take pride in guaranteeing your security with GDPR compliance and more. Discover how we keep your data safe here


Flexibility is another crucial feature to look for in an omnichannel marketing automation platform. It should be able to adapt to different use cases across different teams and departments. 

The platform should also support multiple communication channels, such as email, SMS, push notifications, and social media. A flexible omnichannel marketing automation platform enables businesses to tailor their communication strategy to their customers’ preferences, not expect customers to only read generic emails


Your omnichannel platform should be able to integrate seamlessly with your other software tools, so you have a complete view of your customer interactions across all channels. Look for a provider that offers a wide range of integrations with other popular software tools, such as CRM systems, email marketing platforms, and social media tools.

Customer segmentation

Customer segmentation is crucial to delivering personalised experiences. An omnichannel marketing automation platform should provide businesses with the tools to segment their customers based on their behaviour, preferences, and interests. And provide personalised, value-based communication at every touchpoint.

With customer segmentation, businesses can tailor their communication strategy and increase their chances of retaining their customers.

Data Analytics

Data analytics is an essential aspect of any marketing automation platform. 

That means that an omnichannel platform is only useful if it provides you with insights and analytics that help you make better business decisions. Look for a provider that offers robust analytics tools, such as dashboards and reports, that help you track key metrics such as customer satisfaction, engagement, and retention. 

The provider should also offer the ability to track customer interactions across all channels, so you get a complete view of your customer journey.


Personalisation is key to delivering an excellent customer experience. And it’s the basis of everything we do here at Agilic. 

An omnichannel marketing automation platform should enable businesses to personalise their communication strategy based on their customers’ behaviour and preferences. 

Personalisation increases the likelihood of customers engaging with businesses and ultimately becoming loyal customers. According to McKinsey, 80% of consumers want (and expect) personalisation from the brands and retailers they trust. 


Automation is another essential feature of an omnichannel marketing automation platform. It’s even right there in the name. 

It should automate repetitive tasks, such as sending emails and SMS messages. 

Automation saves time and resources, enabling businesses to focus on other critical aspects of their operations.

Customer support

An omnichannel platform worthy of your investment should offer robust customer support, so you get help quickly and easily if you have any issues. 

What is more frustrating than a technical issue preventing you from doing your work or serving your customers? Exactly.  

Look for an omnichannel platform provider that offers multiple channels of support such as email, phone, and live chat. They should also have a detailed knowledge base or help centre with articles and tutorials that guide you through common issues.

In addition to reactive support, look for an omnichannel platform provider that also offers proactive support. This means that they are regularly checking in with you to ensure that you are getting the most out of the platform and that you are using all of its features effectively. They may also offer training sessions or webinars to help you get up to speed on new features or to teach you best practices.


No two businesses are exactly alike, so you need an omnichannel platform that can be customised to meet your unique needs. Look for a provider that offers a high degree of customisation and flexibility so that you can tailor the platform to your specific requirements. This could include custom fields, workflows, and integrations with other software that you use.

Ease of use

An omnichannel platform is only useful if your employees can use it effectively. Look for a platform that is intuitive and easy to use, with a simple and clean interface. It should also be easy to navigate, with clear labels and a logical structure.

One way to evaluate the ease of use of an omnichannel platform is to ask for a demo or a free trial. This lets you see the platform in action and test it out yourself. Look for a provider that offers comprehensive training and support materials to help your employees get up to speed quickly.


As your business grows, your needs will change, and so you need an omnichannel platform that grows and evolves with you. Look for a provider that offers a scalable solution, with flexible pricing plans and the ability to add or remove users and features as needed.

Choose Agillic for your omnichannel marketing automation needs

When it comes to omnichannel marketing automation software and platforms, Agillic is a leading provider. Our platform offers all of the features and capabilities that we’ve discussed in this article, including security, customer support, customisation, ease of use, integration, scalability, analytics, and personalisation. And that’s just the beginning. 

Contact us here for a free demo to see how our platform can help your business increase revenue, decrease churn and create truly unique customer experiences.