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.
Step 1. Prepare for the Migration
Before switching your SMS marketing to Omnisend, gather:
Your existing contact list with subscription status and phone numbers.
Any opt-in proof is required for compliance (especially in the US and EU). Most platforms, like Yotpo, allow you to export a list of all SMS subscribers directly from your account into a CSV file that can be imported to Omnisend in a few simple steps.
Your store assets, such as the default sender name and SMS templates.
To export your subscribers, in your Yotpo SMS & Email main menu, go to Audience → Lists & Segments. You can find the option to export your subscriber data in the top navigation or settings menu. When prompted to select fields for export, ensure that at a minimum, you include:
Phone number (required for SMS eligibility)
Date added or consent timestamp (used to verify SMS opt-in)
If additional fields like name, email, source, or country are available, you can choose to include those as well for future segmentation in Omnisend.
If you plan to export both email and SMS subscribers, we recommend creating two separate lists, one based on SMS consent and another on email consent, and importing them to Omnisend with the corresponding subscription status.
Here's an example of what the SMS subscribers list looks like in Yotpo:
Once your selection is complete, confirm the export to generate the file.
Learn about exporting subscriptions from Yotpo in their help center guide.
Step 2. Connect Your Store Platform
To connect your store to Omnisend. You'll see the option to do so right after you log in to your account in the Dashboard → Goals, or right below your store name & brand ID in the top left corner by clicking Connect your store.
Omnisend supports direct integrations with major platforms:
WIX;
Custom platforms via the Omnisend API.
Learn how to connect your store to Omnisend in our help center guide.
Please note that when you connect Shopify, WooCommerce, or any other platform your brand uses, your contacts will automatically sync to Omnisend. If all your Yotpo contacts are already stored there – preferably fully – they’ll be included in the initial sync, and manual import might not be needed.
Step 3. Toll-Free Number Verification
When setting up SMS in Omnisend, you’ll be asked to choose between getting a new number instantly from Omnisend (recommended for speed) or transferring your existing toll-free number into Omnisend.
Omnisend offers a built-in solution for toll-free number verification, which can be found in Store settings → SMS.
If you already have a toll-free number used for SMS marketing and want to continue using it within Omnisend, you can transfer that number directly to Omnisend.
While we recommend using Omnisend-issued numbers for simplicity, you can also use your own TFN if you prefer.
Select Bring your own number to initiate a transfer. This option allows you to keep the number your customers already know and trust.
Please note that verification and transfer can take up to 3 weeks. Moreover, you cannot send messages during the transfer process.
If you're in a hurry to start sending SMS, consider generating a new number instead.
Click Use my number to proceed. Once you choose to transfer your number, you’ll be asked to provide:
First and last name
Phone number you want to transfer
Business email
Company name
Please fill in all fields accurately. Press Enter or click OK to submit. Our team will handle the rest of the process with our SMS provider. You’ll receive a confirmation when the number is ready to use in your Omnisend account.
Step 4. Import SMS & Email Subscribers to Omnisend
Go to Audience → Contacts or Imports → click Add or update contacts → Import contacts from a file. We suggest uploading SMS and email subscribers as separate lists. In the example below, we'll show how to upload SMS subscribers.
⬇️
When importing the contacts as SMS subscribers:
You only upload opted-in contacts (list with subscribed SMS consent status from Yotpo).
Phone numbers are in international E.164 format (+1, +44, etc.).
For now, you can map only name, email, and phone number properties; no other data is needed. We're working on the Yotpo import tool for you, and once it's ready (September 2025), you will be able to update contacts with all other properties.
You put a checkmark to import contacts with a “Subscribed to SMS” status.
Continue with the next steps. Mark the checkbox to update the status and contact properties of the repeating contacts. We don't create duplicates in your audience, so if any of the contacts were synchronized from your ecommerce platform, you'll just update the imported properties.
Once you have completed them, your imported subscribers will appear in your Audience.
Email subscribers should be uploaded in the same way, checking the box to be imported with subscribed to email status. We recommend uploading SMS and email subscribers as separate lists. We won't create duplicate contacts, just update their opt-in record for each channel.
Check a detailed guide on how to import contacts (both email & SMS) to Omnisend in our help center guide.
Don’t forget: Move your engagement segments
If you want to retain valuable engagement data (like recent openers or clickers) from Yotpo, 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 last 30 days”).
Export that segment as a contact file (just like you did with the subscribers' lists).
Import it into Omnisend the same way you imported your subscriber list.
Be sure to create a new segment during import (Organize step) so it can be saved for use in your campaigns and automation.
This helps you maintain targeting accuracy while your new engagement data builds up in Omnisend.
SMS Deliverability Essentials
SMS is a highly impactful and immediate marketing channel, but to maximize ROI and avoid disruptions during migration, it must be used responsibly, warmed up properly, and fully compliant with legal and carrier standards.
Misconception: “My SMS setup will stay the same after switching to Omnisend”
What many expect: “I can continue using my current SMS strategy without interruption.”
What actually happens:
Moving to Omnisend means changes to backend infrastructure and routing (e.g., Twilio/Vertex integration), which affects how carriers view and evaluate your SMS.
Even if you keep the same Toll-Free Number (TFN), you're now sending through new sending routes and infrastructure that must rebuild trust with carriers.
What this means for you:
Omnisend offers a self-service TFN transfer process: you can retain your existing SMS number for brand continuity.
Transferred numbers still require volume ramp-up to reestablish reputation with carriers.
Deliverability may temporarily fluctuate post-migration: this is normal and expected.
SMS Warm-Up
SMS warm-up isn't optional; it's a carrier-level best practice, especially during high-volume periods like BFCM or when switching platforms.
Why warm-up matters:
U.S. carriers (e.g., Verizon, AT&T, T-Mobile) monitor sender behavior just like mailbox providers do in email.
If your SMS number suddenly sends 10,000+ messages/day without prior history, it may be flagged as suspicious traffic.
Carriers can throttle, delay, or block messages from numbers that spike too quickly, even if you have proper opt-in.
Twilio (Omnisend’s SMS infrastructure partner) states:
“Before sending SMS at scale from new numbers, we recommend gradually increasing your volume to build trust with carriers and avoid throttling or filtering.”
More in: Twilio: SMS Deliverability Guide
When warm-up is necessary:
Scenario | Why warm-up? |
Switching from Yotpo to Omnisend (same TFN) | 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 do it:
Begin with your most engaged SMS subscribers.
Start with low volumes (e.g., 500–1,000/day).
Increase daily volume by 50–100% every 1–2 days, depending on performance.
Monitor deliverability closely (use Omnisend SMS performance reports).
SMS Compliance: What You Must Know
SMS is tightly regulated, and unlike email, penalties for non-compliance are high.
Omnisend provides tools to simplify compliance, but the responsibility ultimately falls on the sender.
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 |
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
A clear opt-out option
Suppression of Texas DNC list entries
US marketers must comply with TCPA, CTIA, and carrier rules. Omnisend helps automate compliance by default. For more information, read our SMS compliance user guide.
Common Mistakes That Hurt SMS Deliverability And How to Prevent Them
Sudden Volume Spikes:
What happens: Jumping from 1k to 10k messages overnight.
Impact: Carrier throttling, blocking, or complete message failure.
Solution: Use a gradual warm-up. Increase volume by 50–100% max per day.
Dirty or Non-Compliant Lists:
What happens: Importing unverified or inactive Yotpo contacts.
Impact: High opt-out rates, STOP complaints, and delivery suppression.
Solution: Only migrate opted-in contacts. Validate consent source during import.
Missing STOP/HELP Compliance:
What happens: STOP replies are not honored or misconfigured keywords.
Impact: CTIA violations, carrier blacklisting.
Solution: Never remove STOP/HELP defaults. Omnisend handles this automatically.
Sending at Predictable Times:
What happens: Everyone sends at 10:00 AM or 12:00 PM.
Impact: Carrier congestion = message deferrals or failure.
Solution: Schedule campaigns at off-peak/random times like 10:13 AM or 3:47 PM.
Ignoring Regional Compliance (e.g., Texas SB 140):
What happens: Sending promotions to Texas area codes without disclosures.
Impact: Legal risk under the Texas Deceptive Trade Practices Act.
Solution: Segment by area code or customer profile. Customize SMS content for TX.
Deliverability Best Practices
Transfer TFNs early using the Omnisend self-service portal (new feature).
Start with manual sends: avoid activating full flows on Day 1.
Test content for engagement before scaling to high-volume campaigns.
Monitor delivery rates daily in Omnisend, especially after launching a new number or automation.
Segment audiences by behavior, consent source, and location: avoid one-size-fits-all.
To Prepare for BFCM SMS Success:
Complete your TFN transfer (if importing from Yotpo).
Audit and clean your SMS list – suppress risky contacts.
Warm up sending gradually with engaged recipients.
Segment out Texas recipients and align with SB 140.
Let Omnisend automation handle STOP/HELP and opt-out flows.
Use SMS Frequency Capping & Quiet Hours to automate limits and avoid non-compliant delivery hours.
SMS deliverability isn’t just about content, it’s about how you send, who you send to, when you send it, and what infrastructure you’re using. Carriers apply filters just like inbox providers do for email. Following warm-up and compliance best practices will help you protect ROI, reduce legal risk, and preserve long-term engagement.
Email Deliverability Essentials
Preparing for a Successful BFCM Season with Omnisend
Myth: “My Email Metrics Will Stay the Same After Switching Platforms”
What many senders expect: "I’ll switch ESPs and keep the same open and click rates."
What actually happens:
Your sender infrastructure (IP, domain reputation, and platform signals) is changing. Mailbox providers like Gmail, Yahoo, and Outlook might treat this as a “new sender” even if you're using the same domain.
Engagement metrics may dip during the first few weeks post-migration due to the natural trust-building phase.
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.
Don’t panic or overcorrect. Deliverability stabilizes with the right approach.
Warming Up: The Most Important Step in Your Migration
Why it matters now more than ever: You are migrating right before the busiest season of the year. Mailbox providers are already cautious due to high global email volume. If your sending behavior looks inconsistent, overly aggressive, or unfamiliar, your emails may land in spam or be delayed.
Best Practice 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.
Domain Authentication
Authentication proves you're a legitimate sender. Must-Have DNS Records:
SPF – Authorizes Omnisend to send on your behalf
DKIM – Verifies message integrity
DMARC – Instructs how mailbox providers should treat unauthenticated mail
Watch Out For:
Issue | Risk |
Missing MX record | Mailbox providers may treat the domain as untrustworthy |
Conflicting CNAME | Invalidates all existing DNS records on that domain and prevents successful domain validation |
Action Items:
Set up SPF, DKIM, DMARC, and MX before sending.
Remove conflicting CNAME entries (if any) before domain validation.
Use Omnisend’s DNS setup guide or reach out to support for help.
Consent & List Quality
Omnisend only supports permission-based email marketing. During the 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 During BFCM
Here’s what puts your deliverability most at risk:
Problem | What it means | Solution |
Volume Spikes | Jumping from 50K to 150K (for example) 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, and complaints. | Test small segments (≤10%), watch metrics, and expand slowly. |
Domain or Platform Switch Too Close to BFCM Without Warm-Up | New infrastructure = zero trust. | Start warm-up immediately. If you haven’t yet, pause and realign before peak send dates. |
Over-Sending | Going from 1x/week to daily blasts can lead to subscriber fatigue and filtering. | Use targeted content, segment lists, and send based on behavior. |
Sending at Peak Hours | Mailbox providers get overwhelmed at round times (e.g. 9:00 AM, 12:00 PM). | Use randomized or non-obvious send times like 10:14 AM or 3:37 PM to reduce deferrals and slowdowns. |
Skipping Authentication Checks | Incomplete DNS = filtered mail. | Double-check DNS records before going live. |
BFCM Best Practices
Use a dedicated subdomain (e.g., news.brand.com) for email.
Separate automations from promotions with different subdomains to protect mission-critical flows.
Avoid inbox fatigue – send relevant messages to segmented audiences.
Don’t duplicate sends across platforms during migration.
Set realistic internal expectations – stabilization can take 2–4 weeks.
The key to BFCM success is preparation. Inbox placement doesn't happen by chance; it’s earned through smart, compliant, data-driven sending.
Step 5. Set Up SMS & Email Automations
In Omnisend, we have plenty of workflow templates that you can reuse and adjust to your business needs.
Recommended SMS & Email workflows:
Welcome for new subscribers
Abandoned Cart & Checkout Recovery
Order Confirmation & Shipping Updates
Automations can include Email-only, Email + SMS, or multi-channel paths (with push). Our help center guide explains SMS in automation.
Migrating your flows from Yotpo to Omnisend involves rebuilding each automation manually, using Omnisend’s native tools. You’ll recreate each flow – like your Welcome or Abandoned Cart automation – by selecting the equivalent preset in Omnisend, then:
Matching the trigger logic (e.g. "Subscribed to marketing" in Omnisend = "New subscriber confirmation" in Yotpo)
Replicating splits or conditions using Omnisend’s "Split" block
Copying message content (emails and SMS) from Yotpo into Omnisend
Personalizing messages and adding discount codes where needed
Adjusting design and settings to match your original flow setup
Once everything is set, you can start each workflow in Omnisend. All SMS/email content and logic should now function similarly to your Yotpo setup.
Step 6. Create and Send SMS Campaigns
To run SMS campaigns in Omnisend:
Go to Campaigns → Create Campaign.
Select SMS Campaign.
Add your message (160-character SMS with link preview if needed).
Personalize using personalization tags.
Choose your audience segment.
Test and schedule the send.
Tip: Combine SMS with email for higher ROI. Our help center guide explains SMS in campaigns.
Step 7. Create and Send Email Campaigns
Migrating your email campaigns from another platform to Omnisend is a straightforward process – there’s no need to rebuild logic or automation steps like you would with flows. You can migrate campaigns by either:
Rebuilding them directly in the Email Builder using your existing content (copy/paste). Learn more about Omnisend Email Builder in this guide.
Or, if you have HTML templates, you can import them into Omnisend
If you have your campaigns saved as HTML:
In Omnisend, 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 custom template in both campaigns and automation.
Note: Avoid using <DOCTYPE>, <head>, and other restricted tags. Tools like htmlcorrector.com can help clean up your code before import.
Analyze Performance in Omnisend
Omnisend provides a powerful reporting suite to help you track performance, understand your customers, and make data-driven decisions. Whether you're analyzing campaign results, automation performance, or advanced customer behaviors, the Reports section is where you'll find the insights that matter.
Use Reports → filter by SMS for performance insights for the SMS channel specifically.
Migration Checklist: Yotpo → Omnisend
Use this checklist to ensure a smooth and compliant transition to Omnisend Email & SMS. 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 |
| Export engagement data via segments | Email + SMS | Helps you maintain targeting accuracy while your new engagement data builds up in Omnisend. |
| 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” |
| Request TFN transfer (or new TFN) | SMS | Provide brand name, use case, website, proof of consent |
| 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. | |
| Enable quiet hours + compliance settings | SMS | Required for compliance. |
| Set up default sender (email address + TFN) | Email + SMS | Use verified domain + approved TFN |
| Rebuild automations (Welcome, Abandonment, etc.) | Email + SMS | Combine both channels for better performance |
| 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 |
| Send to engaged segments first | Email + SMS | Start with 10–20% of your list |
| Warm up email sending gradually | Week 1: send to 10–15% most engaged; expand weekly. Avoid large blasts early. | |
| Monitor deliverability reports | Email + SMS | Email: Check opens, bounces, spam complaints. SMS: Check any errors. |
| 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 |
| Validate compliance setup for each channel | Email + SMS | Keep records of consent and messaging behavior |
| 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.
💬 Need help? Our Help Center has step-by-step guides, or reach out to our 24/7 award-winning support for help.