Unfortunately, your customers choose to cancel their orders. Nevertheless, even in such a situation, you should save your brand face, stay professional, and take an extra step to keep your customers interested.


Before you start
Eligibility and requirements
Automation setup
Content of the message (personalized information)
Best practices

Before you start

Eligibility and requirements

Cancellation Confirmation is one of the pre-set flows Omnisend has in its library. We always recommend choosing the default automation, as its trigger should be tailored to the platform your store is built on.

Here is the table for your reference:

Automation setup

To create this automation, go to Automations -> click on the New workflow button -> Transactional -> Cancellation Confirmation.

The cancellation Confirmation setup process is similar to other automation workflows set up on Omnisend.

Automation trigger settings

The default trigger in the automation settings is set to Order Status Changed -> Order Status -> Voided (Cancelled for Shopify).

In the Trigger filter settings, you may target your automation way more specifically. However, the rule specified in the filter settings should be met before your automation is triggered. For example, if you choose to trigger the workflow when the Order has a specific tag, this tag should be added automatically. Otherwise, you can add this filter to the Split Condition.

Audience filter/Conditional filter

You may also target your automation based on your customers' Profile data (Country, Gender, Tag, etc.) and their belonging to a specific Segment. If you want to use the Segment based on the purchase behavior, you should remember that it adds a little overhead to the system and may prevent your automation from being triggered.

Learn more about the Segment-based Audience filter.
Learn more about segment-based Split Condition.

Note, if you create a workflow targeted for a specific category, adjust your standard flow so that those clients would not receive two messages in the same Order.

Exit conditions

Order Cancellation email doesn't have the default exit condition, meaning that the customer exit the flow after getting all messages. However, you may add up to 5 different Exit conditions to cancel the flow under certain conditions. For example, when the Order has a specific tag or the customer meets specified criteria.


If you choose not to trigger the workflow for contacts already in this automation, the same customer won't be able to trigger this sequence within a specific time. Since the Order Cancellation email should be sent for every cancellation, we do not recommend enabling this option.

Content of the message (personalized information)

When setting this automation, you may add the Email, SMS, and Push notifications. While the email channel is good to deliver the information, SMS and Push Notification will update your customers immediately.

Once you add the Email message block to the sequence, ensure you provide the Subject line, Pre-header, and sender's email address. It is a good idea to add personalization to the email's subject line, i.e., order name or its number. The time matters; if you deliver the message immediately and make sure the Order stands out in your customers' inboxes, the customer will build more trust in your brand.

After you finish with the general settings, you should move to the content of the email by clicking on the Edit Content button.

We present the recommended content in the email message editor, but you can also tailor it up to your liking. Compared to other emails, this email contains new content blocks. For classic email builder, those are:

  • Order (order information, see image below),

  • Billing and shipping (buyer's addresses),

  • Order status button (a button linking to that particular order info, the link is added automatically).

What is excellent is that you can choose what exactly needs to be shown in the email.

For the new email builder, you get to add the following blocks:

  • Order summary (includes all order-related details, you can choose what to include in email content);

  • Billing and Shipping (customer's billing and shipping details).

Please, note that confirmation messages will be sent in the currency in which the order was placed.


If your customer subscribed to the SMS channel, it might mean that he prefers to receive the communication about the Order via SMS. In the Order Cancellation sequence, it is crucial to deliver the message as soon as the request is processed. Therefore by adding both Email and SMS, you will ensure the timely delivery of vital data.

Other blocks

You may also add a Push Notification or a tag, apart from the SMS and Email. When it comes to Cancellation Confirmation, Push Notification is not the most popular choice, but this channel can also be added to the sequence.

Important! When you add different communication channels to the sequence, make sure you don't untick a check-mark next to the Pass non-opted-in contact to the next workflow step. Otherwise, the flow will be canceled when non-opted-in contact enters the flow.

Best Practices

Orders-related automation workflows have very high engagement rates. Instead of being disappointed, you should treat this as another opportunity to engage your customers.

It is a perfect time to offer a similar product or a discount on the next purchase.

Find more examples in the following articles:

Confirmation Emails: The Ultimate Guide with Examples for 2020

How to Use Our New Automated Order Updates


Like all other E-commerce features, Order Confirmation reports are available in the Reports tab. It contains the standard list of reports: number of emails sent, open rate, click rate, sales generated, and removed. Month by month view and Activity feed with detailed information is also available.

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