In this article, we’d like to explain what is ‘Welcome automation’ and why you need it. When new visitors come to your website for the first time and subscribe to your newsletters providing an email address or phone number, they show their interest in your offerings and open a marketing opportunity to you. Sending a welcome email is your chance of making an outstanding first impression, introducing yourself, and learning more about your contacts.


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

You can start from the video recording or look through the instructions provided below.

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.

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 send 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 information about the products your customers prefer and use it to send targeted and engaging content.

Automation set-up

To create the Welcome workflow, proceed to the Automations tab -> click on the Create workflow button and pick one of the suggestions for the Welcome automation.

Here, you may choose to set the workflow with 1 or 3 emails in the sequence. Despite the preset you choose, you will be able to change the structure of the workflow, add more or remove some of the messages.

Automation trigger settings

The default trigger in the Welcome automation is set to Sign-up, meaning that any of the customers subscribing to your Signup form will enter the sequence. If you’d like the Welcome email to be sent only to customers that have signed up via a specific Signup form (for example, offering a 10% discount), you can specify that form or a couple of Signforms in the trigger rule settings:

💡 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.

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.

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 once within a short period are meager. However, if you are sending a special one-time offer, you may want to trigger this workflow only once per customer life-cycle.

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.

Welcome workflow alternatives

If you just found out that not all of the contacts added to your store will trigger the Welcome automation, don't worry — we do have a few hacks for you. We recommend replacing the default trigger with the Contact enters the Segment. In that case, you will be able to select the parameter or the property defining when the automation should be triggered.

For example, if you wish to trigger the flow for all subscribers, you can create a Segment of Subscribed contacts and use it as a trigger filter in the automation settings. Just make sure to disable the default one.

If 3rd party application that you integrated with Omnisend doesn't trigger the Welcome workflow, you may use the property that will be unique for that integration. For example, we can use the custom property that Loyalty Lion is passing and trigger the workflow when subscribed contact with this property is added to Omnisend.


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.

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