Welcome automation is triggered automatically when your website visitor opts-in to receive your marketing. The primary goal of this automation is to confirm the successful subscription and welcome your customers.

Most of the time, this automation is the first interaction between the subscriber and your store. And for that reason, a perfect time to learn more about contacts, tell them about your business, and show yourself as a trustful brand.


Before you start
When can Welcome automation be triggered?
Automation set-up
Content of the message

Before you start

When can Welcome automation be triggered?

Welcome automation is triggered when the customer opts-in to receive your marketing. There are many ways for your contacts to subscribe, but not all of them will trigger your Welcome automation. Moreover, each of the communication channels has its own way of collecting customers' sign-ups.

Let's look into different ways to collect your contacts' opt-ins:

  • Sign-up to the form created in Omnisend triggers Welcome automation;
  • Sign-up to the form captured by Omnisend (sign-up form from the store template) triggers Welcome automation;
  • Sign-up to third-party form integrated with Omnisend (such as Privy, Justuno, Intercom, etc.) triggers Welcome automation;
  • Adding a check-mark to the check-out page doesn't trigger Welcome automation.
  • Creating an account in your store doesn't trigger the Welcome automation since these customers are not providing the opt-in record.
  • Uploaded from the file or added manually won't trigger the Welcome automation.

You may also find an alternative solution and sent the email even in case the Welcome workflow is not triggered. If you find the property that uniquely defines contacts being added manually (for example, if they all were assigned the same tag or have the same custom property), you will be able to trigger Segment-based automation for them.

💡 Using Signup forms, you may collect personal data or the information about the products your customers prefer and use it to send targeted and engaging content.

Automation set-up

Welcome automation is one of our preset workflows from the subscriber category. You can create this flow by going to the Automation section -> Subscriber -> Welcome.

Automation trigger settings

The default trigger in the Welcome automation is set to Sign-up, meaning that any of the customers subscribing to your Sign-up form will enter the sequence. In the Trigger filter settings, you may also specify which of the Sign-up forms should trigger the workflow.

💡 If you choose more than one Sign-up form in the Trigger filter settings, connect them with OR operator. 

Third-party forms will trigger the workflow with the trigger set to any Form (i.e., Form is any). If you wish to send different Welcome workflows to the customers subscribing to one of the forms created with 3rd party app, you can use the tag or any other unique property to set up Segment-based automation.

Exit conditions

Welcome automation has the default cancellation trigger set to Order is Placed, meaning that the customer exit after getting all messages or placing the order. However, you may also cancel the flow under certain conditions, for example, when the customer purchases a particular product or abandons a cart in your store.


If you choose not to trigger the workflow for contacts who have already been in this automation, the same customer won't be able to trigger this sequence within a specific time. The chances that the same customer will trigger your Welcome sequence more than ones within a short period are meager. However, if you are sending a special one-time offer, you may want to trigger this workflow only ones per customer life-cycle.

Audience filter

You may also target your automation, based on your customers' Profile data (Country, Gender, Tag, etc.) and their belonging to a specific Segment.

Important! Segment-based audience filter adds overhead to the system. Therefore when possible, it is better to avoid using it.

Conditional Split 

With the Conditional Split block, you may send different messages based on the form or on any other data your customers provided. Adding a few basic questions to the Sign-up form is an excellent way to collect more information about your customers and get to know them better.

Important! Segment-based split adds a little overhead to the system. 

Learn more about segment-based Split Condition.


The delay block can be added to any of the automation stages and can be set to any value from immediately to several months. While the first message is better to be sent immediately, the delays for the second and third messages should be longer.

Content of the message 

You may add Email, SMS, and Push Notification messages to your Welcome sequence. Once the block is added, you will need to provide all of the details, including the sender's email address, the sender's name, etc. If some data is missing still, you will see the warning message: 'Missing email information' or 'Missing SMS information'.

Once you provided all of the details, you may start editing the content of the message. 

In the template provided in the platform, we recommend adding the Discount Content block, offering a unique discount code to every new subscriber (for Shopify), and a single code (for other platforms).

Find more information on the Discount Content block.

In your Welcome sequence, you should not only great your customers and offer the discount, but you also educate them, tell about your business, messages you will be sending, offer them to add your email to their contacts list, etc. To increase the chances to land your emails to the primary inbox, you should reduce the image to text ratio, provide more details, and increase your credibility.

💬 Find more recommendations on the Welcome automation set-up Blog articles:

- How to Create a Welcome Email Template (+ examples);
- How to Create a Welcome Series That Fits Your Brand;
- 7 Best Welcome Email Examples to Engage Your Customers.


How can I send Welcome automation to my existing customers? You can save the content of the Welcome sequence as a template and use it in the Email Campaign that can be sent to your existing subscribers.

How can I trigger Welcome automation when the order is placed? The native Welcome automation cannot be triggered for the customers subscribing to the check-out. Alternatively, you may set up the segment of subscribers without the opt-in date (customers subscribing to the sign-up form have the opt-in date assigned). Just keep in mind, the customer may trigger a bunch of other emails, including Order Confirmation, Shipping Confirmation, Order Follow-up, etc.

Did this answer your question?