Welcome automation is triggered automatically when your website visitor opts-in to receive your marketing emails. Since 8 out of 10 customers expect to receive a Welcome email after subscribing to the Sign-up form, this automation is must-have.


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?

This automation is triggered when the customer opts-in to receive your marketing. As we know, there are quite a few ways 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 each of the options for email opt-ins collection:

  • Sign-up to the form created in Omnisend triggers the Welcome Email;
  • Sign-up to the form captured by Omnisend (sign-up form from the store template) triggers Welcome Email;
  • Sign-up to third-party form integrated with Omnisend (such as Privy, Justuno, Intercom, etc.) triggers Welcome Email;
  • 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.

If you wish to trigger the workflow for the customers that subscribed to a particular form, you may specify it in the Trigger filter settings. Note, the filter can be set to the forms created in Omnisend or to the Newsletter form

Third-party forms will trigger the workflow with the trigger set to any Form (i.e.: Form is any).

Automation set-up

If you are setting-up your automation for the first time, we suggest following the instruction for the automation set-up. The video is recorded with the old editor, for a more detailed description, follow the guidance from the article.

Welcome automation is one of our preset workflows from the subscriber category. You can create this flow by going to 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 receive this message. In the Trigger filter settings, you may also specify which of the Sign-up forms should trigger the workflow.

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

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. 

Audience filter

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. If the customer places the order, he exits the sequence at any stage. 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.

Exit conditions


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 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. 

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.

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 at 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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