Podcast Summary: The Foundr Podcast with Nathan Chan
Episode 569: The Email Expert - How to Get Your Customers' Attention
Release Date: June 20, 2025
Guest: Reedus Loris, Co-Founder of Omnisend

1. Introduction and Omnisend Partnership [00:02 - 01:28]

Nathan Chan kicks off the episode by announcing a partnership with Omnisend, an email marketing and SMS platform tailored for e-commerce founders. He highlights Omnisend’s effectiveness, mentioning that customers generate an $68 return for every $1 spent—a testament to the platform's high return on investment (ROI). Chan offers a special discount to the Foundr community, emphasizing the platform’s capability to support businesses from their first store launch to scaling to seven figures.

Notable Quote:
Nathan Chan [00:02]:
“On average, OMNISEND customers make $68 for every $1 they spend, which is an insanely good return on investment.”

2. Guest Introduction and Background [01:14 - 02:18]

Reedus Loris, Co-Founder of Omnisend, is introduced as an expert in e-commerce marketing solutions. Nathan welcomes Reedus, who joins from Lithuania, expressing enthusiasm for the insightful conversation ahead.

3. Reedus Loris’s Journey into Entrepreneurship [02:18 - 05:07]

Reedus shares his unconventional path to entrepreneurship, starting with political science studies and launching his first business at 14. He emphasizes the importance of seizing opportunities and learning from early business experiences, including two failed startups. These experiences laid the foundation for Omnisend, which originated as a spin-off from a digital marketing agency. Reedus explains how identifying the unique needs of online sellers led to the creation of an email and SMS platform tailored specifically for e-commerce.

Notable Quote:
Reedus Loris [02:41]:
“My first business was not my idea, and I just joined as a smaller co-founder... It was an opportunistic approach.”

4. Identifying Demand in a Crowded Market [05:07 - 07:32]

Reedus discusses entering the red ocean of email service providers (ESPs). Despite the crowded market, Omnisend differentiated itself by focusing on e-commerce's unique data-driven opportunities. The platform leverages extensive digital signals to enhance customer retention through automated, personalized communication. Reedus highlights the growth potential of e-commerce and how Omnisend serves specific needs better than generic ESPs like Mailchimp.

Notable Quote:
Reedus Loris [05:16]:
“We made two assumptions: online sellers have a unique opportunity for data-driven marketing, and e-commerce will continue to grow.”

5. The Importance of Email Marketing and ROI [09:12 - 12:43]

Nathan inquires about the effectiveness of email marketing for e-commerce founders, questioning the optimal ROI. Reedus shares that Omnisend customers saw an average $68 return per $1 spent last year, significantly higher than the industry average of $40 per $1. He advises founders to prioritize building their subscriber lists from day one, utilizing automation to nurture leads and retain customers effectively.

Notable Quote:
Reedus Loris [10:09]:
“On average, last year we generated $68 back for every dollar spent.”

6. Growing and Maintaining a Relevant Subscriber List [12:43 - 16:49]

Reedus emphasizes the necessity of maintaining a relevant and engaged email list. He advises against neglecting communication due to fears of overwhelming subscribers or being labeled as spam. Instead, he suggests delivering consistent and promised content frequencies, whether daily or monthly, to keep the audience engaged without diluting the list.

Notable Quote:
Reedus Loris [12:55]:
“List has to always be relevant. If you have an old list, the values start decreasing.”

7. Balancing Email Frequency and Avoiding Spam [16:49 - 20:12]

Nathan raises concerns about the intrusive nature of frequent emails and text messages. Reedus responds by advocating for a balanced approach—sending emails regularly but respecting subscriber preferences. He advises setting expectations clearly and adhering to promised frequencies to maintain trust and engagement.

Notable Quote:
Reedus Loris [16:59]:
“If you keep your promise, like once per month or daily, you maintain relevance without cannibalizing your list.”

8. Integrating SMS for an Omnichannel Approach [19:28 - 26:30]

Reedus explains the benefits of integrating SMS with email marketing to create an omnichannel experience. He notes that SMS typically has higher open rates and should be used sparingly compared to emails. Omnisend allows seamless communication across channels, enabling follow-ups via SMS for non-openers and enhancing customer interactions through personalized messages.

Notable Quote:
Reedus Loris [20:12]:
“SMS has higher open rates because it’s almost impossible to ignore a text message.”

9. Leveraging AI for Enhanced Marketing [23:19 - 28:07]

Nathan explores the role of Artificial Intelligence (AI) in email marketing. Reedus views AI as a transformative technology, akin to the steam engine or electricity. Omnisend incorporates AI to assist with copywriting, subject line generation, and seamless segmentation. AI enables the creation of highly personalized and targeted campaigns, simplifying complex segmentation processes and enhancing marketing strategies.

Notable Quote:
Reedus Loris [24:10]:
“AI will help you build very personalized, very targeted campaigns, making bulk sending more effective.”

10. Segmentation and Personalization Strategies [28:07 - 32:07]

Reedus underscores the power of segmentation in driving effective marketing campaigns. He advocates for automated, behavior-based segments, which can significantly boost conversion rates. For example, automations tailored to individual customer actions yield much higher engagement than broad, untargeted campaigns. Reedus advises even small businesses to start with basic segmentation and progressively adopt more complex strategies as their subscriber base grows.

Notable Quote:
Reedus Loris [30:37]:
“Automated traffic is around 2% of all messages and generates 40% of orders—highlighting the effectiveness of targeted segmentation.”

11. Success Stories and Benchmarks [32:07 - 36:37]

Reedus shares that Omnisend generated over $2 billion in revenue for its customers in the previous year. He cites Dixon Flannel as a prime example—a brand that leverages email marketing to create fear of missing out (FOMO) by announcing limited stock and new collections, resulting in rapid sell-outs and high customer loyalty.

For businesses earning $5,000 to $10,000 monthly, Reedus recommends aiming for 15-30% of revenue to come from email marketing, positioning it as a critical driver of sales.

Notable Quote:
Reedus Loris [32:07]:
“Last year we generated more than $2 billion for our customers.”

12. Common Mistakes and Quick Wins [36:37 - 39:38]

Reedus identifies common pitfalls such as delaying communication with subscribers and insufficient automation. He advises founders to set up subscriber collection mechanisms and automation flows early on. Quick wins include implementing pop-ups, subscription forms, and essential automations like welcome series and post-purchase follow-ups to engage customers promptly and effectively.

Notable Quote:
Reedus Loris [37:40]:
“They start communicating too late and don’t automate enough, missing out on early engagement opportunities.”

13. Future of Martech and Email Marketing [39:38 - 44:52]

Looking ahead, Reedus believes AI will significantly enhance email marketing by enabling deeper personalization and smarter segmentation. He confidently states that email will remain the most effective retention channel, despite the emergence of other communication platforms like WhatsApp and push notifications. The adaptability and control users have over their inboxes make email uniquely resilient and valuable for long-term customer relationships.

Notable Quote:
Reedus Loris [43:04]:
“Email remains the most effective customer retention channel because customers control their inbox and can curate their subscriptions.”

14. Final Thoughts and Recommendations [44:52 - 47:27]

Reedus concludes by reiterating the importance of continuous subscriber engagement and adopting best practices in email marketing. He expresses confidence that listeners have gained valuable insights, whether new or confirming existing knowledge.

Notable Quote:
Reedus Loris [46:58]:
“Our listeners learned new things or were reminded of best practices that they might not have been following.”

Key Takeaways

• High ROI: Omnisend delivers an impressive $68 return for every $1 spent, making it a lucrative tool for e-commerce businesses.

• Early Automation: Implementing automated email flows early can significantly boost revenue and customer engagement.

• Omnichannel Communication: Integrating SMS with email enhances customer reach and engagement, leveraging the strengths of each channel.

• AI Integration: AI tools in email marketing can streamline content creation, personalization, and segmentation, making campaigns more effective.

• Segmentation is Crucial: Targeted segmentation leads to higher conversion rates and more personalized customer interactions.

• Continuous Engagement: Regular and consistent communication, aligned with subscriber preferences, prevents list dilution and maintains relevance.

• Future-Proofing: Email marketing remains a steadfast retention channel, with AI poised to further elevate its effectiveness.

Resources Mentioned:

• Omnisend: omnisend.com/foundrplustrial
• Promotional Code: Founder50 for 50% off the first three months

This episode provides invaluable strategies for e-commerce founders looking to harness the power of email marketing. Reedus Loris’s insights into automation, segmentation, and the integration of AI offer actionable steps to maximize customer engagement and revenue.