This step-by-step guide is designed for marketers and ecommerce brands transitioning to Omnisend for multichannel marketing. It outlines setup, migration strategy, best practices, and compliance guidance for a successful start, regardless of which platform you're migrating from.
Before You Begin: Platform-Specific Migration Guides
If you're migrating from one of the following platforms, we have dedicated step-by-step guides with platform-specific instructions:
💡 Not migrating from one of these? No problem. This guide will walk you through the universal migration process.
Step 1. Prepare Your Data for Migration
Before switching to Omnisend, gather the following from your current email or SMS marketing platform:
Your contact list with subscription status (opted-in email and/or SMS subscribers).
Phone numbers in international E.164 format (+1, +44, etc.) for SMS contacts.
Opt-in proof and consent timestamps (required for compliance, especially in the US and EU).
Any engagement segments (e.g., recent openers, clickers, VIP customers) to maintain targeting accuracy during the transition.
Your automation workflow content (Welcome series, Abandoned Cart, etc.) for rebuilding in Omnisend.
Email templates (as HTML if possible) for easy import.
How to Export Contacts from Your Current Platform
Most Email and SMS marketing platforms allow you to export subscriber data to CSV. When exporting, ensure you include at a minimum:
Email address (for email subscribers).
Phone number in the international format (for SMS subscribers).
Subscription status (subscribed, nonsubscribed, unsubscribed).
Date added or consent timestamp (to verify opt-in).
Custom properties like name, country, tags, or source (optional but useful for segmentation).
💡 Best practices:
Export email and SMS subscribers as separate lists if your platform allows it. This makes importing to Omnisend cleaner and ensures correct opt-in status mapping.
Only export opted-in contacts. Do not import unsubscribed, bounced, or inactive contacts.
If your platform has engagement data (e.g., "opened in last 30 days"), export those segments separately to preserve targeting accuracy while you build new engagement history in Omnisend.
Step 2. Connect Your Ecommerce Platform
To get the most out of Omnisend, connect your store. This integration syncs your customer data, product catalog, order history, and enables powerful automations like Cart Abandonment and Product Recommendations.
To connect your store, go to Dashboard → Goals or click Connect your store below your store name in the top left corner.
Omnisend supports direct integrations with:
Custom platforms via the Omnisend API
Step 3. Import Email & SMS Subscribers to Omnisend
When you connect your ecommerce platform (Shopify, WooCommerce, etc.) to Omnisend, contacts stored in your store will automatically sync to Omnisend. This includes customers who have placed orders or signed up through your store's native opt-in forms.
However, if you had email or SMS subscribers in your previous marketing platform (e.g., Klaviyo, Mailchimp, Yotpo) that are NOT stored in your ecommerce platform, those contacts will NOT automatically sync.
How to Manually Import Contacts
Go to Audience → Contacts → Add or update contacts → Import contacts from a file.
1. Upload Your CSV File
Select the CSV file you exported from your previous platform
Click Continue to mapping
2. Map Your Contact Properties
Match the columns in your CSV to Omnisend fields:
Email → Email
Phone → Phone
First Name → First Name
Last Name → Last Name
Any custom properties (e.g., tags, country, source)
3. Set Subscription Status
On the Subscribe step:
If you're importing email subscribers, check "Import contacts with emails as subscribed to emails".
If you're importing SMS subscribers, check "Import contacts with phone numbers as subscribed to SMS".
If you exported email and SMS subscribers separately, repeat the import process for each list with the correct subscription status.
4. Finalize the Import
On the Finalize step, check "Update subscription status and contacts' properties". This ensures that if any contacts already exist in Omnisend (e.g., synced from your store), their information will be updated without creating duplicates.
Once your migration is complete, your imported subscribers will appear in your Audience → Contacts.
Don't Forget: Migrate Your Engagement Segments
If you want to retain engagement data (like recent openers or clickers) from your previous platform, you can manually migrate those segments into Omnisend.
Since this data won't be available natively at first, here's how to move it:
In your old platform, create a segment based on engagement (e.g., "opened in last 30 days," "clicked in last 60 days").
Export that segment as a contact file (just like you did with the subscriber list).
Import it into Omnisend the same way you imported your subscriber list.
During the Organize step, create a new segment (e.g., "Previous Platform Engaged Contacts") so you can use it for targeting.
This helps you maintain targeting accuracy while your new engagement data builds up in Omnisend.
Step 4. Verify Your Sender Domain (Email)
Before sending emails, you need to verify your sender domain. This improves deliverability and builds trust with mailbox providers.
Omnisend requires you to set up:
SPF – Authorizes Omnisend to send on your behalf.
DKIM – Verifies message integrity.
DMARC – Instructs mailbox providers how to handle unauthenticated mail.
How to Verify Your Domain
Go to Store Settings → Domains → Add domain.
Enter your domain (e.g., yourbrand.com).
Copy the DNS records provided by Omnisend.
Add those records to your domain's DNS settings (via your domain registrar or hosting provider).
Return to Omnisend and click Verify.
Step 5. Verify Your Toll-Free Number (SMS)
To send SMS to US/CA contacts, you must verify your sender number. You can either:
Transfer your existing verified toll-free number (if you have one from your previous platform).
Generate and verify a new toll-free number in Omnisend (fastest option).
Option A: Transfer Your Existing Toll-Free Number
If you already have a verified toll-free number and want to keep it for brand continuity, you can transfer it to Omnisend.
Go to Store Settings → SMS.
Select Bring your own number.
Fill in the form with your toll-free number details.
Submit and wait for Omnisend to complete the transfer (up to 5 business days).
Important: You cannot send SMS messages during the transfer process. If you need to start sending immediately, consider generating a new number instead.
Option B: Generate and Verify a New Toll-Free Number
Go to Store Settings → SMS → Generate phone number.
Omnisend will generate a toll-free number for you.
Click Verify number and complete the verification form:
Business contact info
Business registration info
Consent proof
Once submitted, your number will be reviewed. You'll receive a confirmation email when it's verified.
Step 6. Set Up Automation Workflows
Omnisend offers pre-built workflow templates that you can customize to match your business needs. Recommended workflows to set up first:
Welcome Series for new subscribers.
How to Rebuild Your Workflows
You'll need to manually recreate your automation workflows from your previous platform using Omnisend's workflow builder.
Go to Automation → Create workflow.
Select a pre-built template (e.g., Welcome Email, Abandoned Cart).
Match the trigger logic from your previous platform to Omnisend's triggers (e.g., "Subscribed to email marketing," "Abandoned cart").
Add messages (Email, SMS, and/or Push Notification) → Copy message content from your previous platform and paste it into Omnisend's editor.
Add personalization tags (e.g.,
[[contact.firstName]],[[product.name]]) and discount codes where needed.Adjust timing and delays to match your original workflow setup.
Add conditional splits if your previous workflow had branching logic.
Test the workflow using Omnisend's Trigger Preview Tool.
Click Start workflow to activate it.
Step 7. Import Email Templates (Optional)
If you have custom email templates from your previous platform, you can import them to Omnisend.
Option 1: Rebuild in Omnisend Email Builder
Use Omnisend's drag-and-drop Email Builder to recreate your templates from scratch. This is the recommended approach.
Option 2: Import HTML Templates
If you have saved HTML templates:
Go to Store Settings → Saved templates → Click Import template.
Choose either:
Import HTML file (for saved files)
Paste HTML code (if copied from another tool)
Name your template and finish the import.
Once imported, you can use your template in both campaigns and automation.
Step 8. Email Deliverability & Warm-Up
Why Email Warm-Up Matters
When you switch to Omnisend, your sender infrastructure (IP, domain reputation, and platform signals) is changing. Mailbox providers like Gmail, Yahoo, and Outlook may treat this as a "new sender" even if you're using the same domain.
What this means for you:
A short-term drop in open rates is normal. It's not failure – it's a transition.
Focus on engagement trends over time, not campaign-by-campaign fluctuations.
Deliverability stabilizes with the right approach (typically 2–4 weeks).
Best Practice Warm-Up Strategy
Start with your most engaged contacts from the last 30–90 days.
Keep daily volume growth between 25–35%.
Avoid sudden jumps in list size or frequency.
Monitor metrics closely: spikes in bounces, low opens, or complaints mean you should pause and reassess.
Example warm-up schedule:
Week 1: Send to 10–15% of your most engaged contacts.
Week 2: Expand to 25–30%.
Week 3: Expand to 50%.
Week 4+: Gradually increase to your full list.
💬 Learn more: Email warm-up in Omnisend.
Consent & List Quality
Omnisend only supports permission-based email marketing. During migration, it's critical to vet your list sources and exclude risky contacts.
✅ Do:
Send only to subscribers who explicitly opted in.
Clean lists before importing and suppress invalid, bounced, or spam-complaint addresses.
Segment by engagement to optimize inbox placement.
❌ Don't:
Import purchased, scraped, or affiliate lists.
Assume consent based on orders, website visits, etc.
Start with full-database sends – warm up first.
Critical Mistakes to Avoid
Problem | What it means | Solution |
Volume spikes | Jumping from 50K to 150K recipients overnight signals spam-like behavior | Increase volume no more than 25–35% per send |
Reactivating old lists without testing | Unengaged users = bounce spikes, spam traps, complaints | Test small segments (≤10%), watch metrics, expand slowly |
Over-sending | Going from 1×/week to daily blasts can lead to subscriber fatigue | Use targeted content, segment lists, send based on behavior |
Sending at peak hours | Mailbox providers get overwhelmed at round times (9:00 AM, 12:00 PM) | Use randomized send times like 10:14 AM or 3:37 PM to reduce deferrals |
Step 9. SMS Deliverability & Warm-Up
SMS is a high-impact channel, but it must be used responsibly, warmed up properly, and fully compliant with legal and carrier standards.
Why SMS Warm-Up Matters
Even if you're transferring an existing toll-free number, you're now sending through new infrastructure (Omnisend's SMS provider). U.S. carriers (Verizon, AT&T, T-Mobile) monitor sender behavior just like email inbox providers do. If your SMS number suddenly sends 10,000+ messages/day without prior history, it may be flagged as suspicious traffic, leading to throttling or blocking.
When warm-up is necessary:
Scenario | Why warm-up? |
Switching platforms (same toll-free number) | New sending route = reset trust |
Starting SMS for the first time | No history = no trust |
Inactivity ≥ 30 days | Dormant numbers look cold to carriers |
Large scale-up (>2× typical sends) | Flagged as spam-like behavior |
How to Warm Up SMS Sending
Begin with your most engaged SMS subscribers (e.g., those who opened or clicked in the last 30 days).
Start with low volumes (e.g., 500–1,000 messages/day).
Increase daily volume by 50–100% every 1–2 days, depending on performance.
Monitor deliverability closely using Omnisend SMS performance reports.
SMS Compliance: What You Must Know
SMS is tightly regulated, and unlike email, penalties for non-compliance are high.
Key regulations:
Regulation | Region | Key Requirements |
TCPA | USA | Express written consent, opt-out mechanism |
CTIA | USA | Content formatting, STOP/HELP compliance |
GDPR / CASL | EU / Canada | Explicit consent, data handling rules |
SB 140 (Texas) | Texas (USA) | Treats SMS/MMS as telemarketing as of Sept 1, 2025 |
💡 Best practices:
Collect express written consent before sending SMS.
Always include "Reply STOP to opt out" in each message.
Use Omnisend to log opt-ins, timestamps, and opt-outs automatically.
Include brand identification in each message.
Avoid sending to Texas contacts without including: business identity, message purpose, clear opt-out option, and suppression of Texas DNC list entries.
Common SMS Deliverability Mistakes to Avoid
Sudden volume spikes – Jumping from 1,000 to 10,000 messages overnight can trigger carrier throttling. Use a gradual warm-up.
Dirty or non-compliant lists – Only migrate opted-in contacts. Validate consent source during import.
Missing STOP/HELP compliance – Never remove STOP/HELP defaults. Omnisend handles this automatically.
Sending at predictable times – Use randomized send times (e.g., 10:13 AM, 3:47 PM) to avoid carrier congestion at peak hours.
Ignoring regional compliance – Segment by area code or customer profile and customize SMS content for specific regions (e.g., Texas SB 140).
Use SMS Frequency Capping & Quiet Hours to automate limits and avoid non-compliant delivery hours.
Step 10. Send Your First Campaign
Once you've planned your warm-up steps, you're ready to launch your first campaign.
Create and Send Email Campaigns
Go to Campaigns → Create Campaign → Select Email Campaign.
Choose a template or start from scratch
Add subject line, preheader, and email content
Personalize using personalization tags
Choose your audience segment
Test and schedule the send.
💬 Learn more: Building an email campaign.
Create and Send SMS Campaigns
To run SMS campaigns in Omnisend:
Go to Campaigns → Create Campaign → Select SMS Campaign.
Add your message (160 characters, with link preview if needed).
Personalize using personalization tags.
Choose your audience segment.
Test and schedule the send.
💬 Learn more: SMS in campaigns.
Step 11. Track Performance with Omnisend Reports
Omnisend provides a powerful reporting suite to help you track performance, understand your customers, and make data-driven decisions.
Go to Reports to view:
Campaign performance (email and SMS opens, clicks, revenue).
Automation workflow performance
Audience growth and engagement trends
Revenue attribution by channel
Filter by SMS or Email for channel-specific insights.
💬 Learn more: Omnisend Reports.
Migration Checklist: Email & SMS
Use this checklist to ensure a smooth and compliant transition to Omnisend. We recommend completing these steps in order.
Phase | Task | Channel | Notes / Tips |
🔁 Before You Begin | Export contacts with consent info | Email + SMS | Include: emails, phone numbers (E.164), consent status, timestamps |
🔁 Before You Begin | Export engagement data via segments | Email + SMS | Helps maintain targeting accuracy while new engagement builds in Omnisend |
🔁 Before You Begin | Collect automation content (e.g., Welcome flow) | Email + SMS | Optional: Save current flow copy or screenshots for rebuilding |
📥 Import to Omnisend | Upload contacts with correct opt-in status | Email + SMS | Use separate imports if needed; map "Subscribed to SMS" / "Subscribed to Email" |
📥 Import to Omnisend | Request TFN transfer (or new TFN) | SMS | Provide brand name, use case, website, proof of consent |
📥 Import to Omnisend | Create warm-up segments | Email + SMS | Example: last 30-day openers/clickers |
⚙️ Configure Omnisend | Set up verified sender domain (SPF/DKIM) | Done via Store Settings → Sender domain. Required for strong deliverability | |
⚙️ Configure Omnisend | Set up default sender (email address + TFN) | Email + SMS | Use verified domain + approved TFN |
⚙️ Configure Omnisend | Rebuild automations (Welcome, Abandonment, etc.) | Email + SMS | Combine both channels for better performance |
⚙️ Configure Omnisend | Set up campaign templates with brand styling | Helps speed up campaign creation | |
✅ Testing & Launch | Send test emails/SMS to yourself/team | Email + SMS | Check formatting, timing, unsubscribe links |
✅ Testing & Launch | Send to engaged segments first | Email + SMS | Start with 10–20% of your list |
✅ Testing & Launch | Warm up email sending gradually | Week 1: send to 10–15% most engaged; expand weekly. | |
✅ Testing & Launch | Warm up SMS sending gradually | SMS | Start with 500–1,000/day; increase 50–100% every 1–2 days |
✅ Testing & Launch | Monitor deliverability reports | Email + SMS | Email: Check opens, bounces, spam complaints. SMS: Check errors |
✅ Testing & Launch | Run A/B tests on subject lines / copy / timing | Helps optimize early performance | |
📊 Post-Migration | Review automation & campaign reports | Email + SMS | Look at open/click rates, revenue attribution, and unsubscribes |
📊 Post-Migration | Validate compliance setup for each channel | Email + SMS | Keep records of consent and messaging behavior |
📊 Post-Migration | Plan for ongoing segmentation & list hygiene | Email + SMS | Maintain an engaged audience and a high sender reputation |
Wrapping Up: You're Ready to Grow with Omnisend
Migrating your SMS and email marketing to Omnisend is more than a platform switch; it's a chance to improve your customer-facing communication.
By now, you've:
Successfully imported your contacts with compliant consent.
Set up essential automations and warm-up segments.
Launched your first email and SMS campaigns.
Begun tracking results through unified reports.
From here, you can start exploring advanced segmentation, testing, and omnichannel journeys; all within one intuitive platform.
FAQ
Why do I need to warm up my domain again if I just warmed it up with my old platform?
Yes. Mailbox providers (Gmail, Yahoo, Outlook) treat you as a new sender when you switch platforms, even if you use the same domain. This is because your emails now come from different servers and infrastructure.
Skipping the warm-up process can cause emails to land in spam or get blocked. Gradually increase your sending volume to rebuild sender reputation and ensure strong deliverability.
How do I import unsubscribed contacts without accidentally emailing them?
Import all contacts (subscribed and unsubscribed) in the same CSV file. Include three columns:
Email address
Email opt-in date (for subscribed contacts)
Email opt-out date (for unsubscribed contacts)
Omnisend uses these dates to automatically set the correct subscription status.
Will I create duplicate contacts if I import from multiple sources?
No. Omnisend automatically prevents duplicates during import. If a contact with the same email or phone number already exists, we update their information instead of creating a duplicate. All data is merged into a single contact profile.
When should I cancel my old platform account?
Keep your old platform active until:
All data is transferred
Automations are recreated and tested
You've sent test campaigns
Automations are triggering properly in Omnisend
Contact import typically takes 1–24 hours, but full migration (including workflow recreation and testing) can take 1–3 business days. Only cancel your old account after you've confirmed everything works correctly.
Need help? Our Help Center has step-by-step guides, or reach out to our 24/7 award-winning support for help.