Let's say somebody purchased a new mobile phone from your site. They might definitely be looking for a case to protect it. You can create a Cross-Sell workflow and send out an automated sequence with an offer of very particular case, depending on the brand and model of a purchased mobile phone. This allows your offers to be highly targeted, which is very appreciated by your customers.


Before you begin

  • This feature is available for Omnisend users with Shopify, Bigcommerce, Omnisend API v3 integrations.
  • For API v3 integrations this feature requires the products of each orders to be passed onto Omnisend. Read our documentation on passing product info with orders.
  • Cross-Sell is available for Omnisend Trial, Standard, Pro and Enterprise plan users.


Setup process

Setting a Cross-sell automation is straightforward and is very similar to how you set up other automation on Omnisend. Three steps for you to take:

  1. Create the workflow
  2. Set up the email or SMS messages
  3. Launch

Create the workflow

To begin, go to Automation and choose Repeat buyer > click Cross-Sell (1 email). Don't worry, you will be able to have as many messages on this workflow as you wish.

You now have your workflow created and can see that it consists of trigger, delay, email, and end of workflow. Your trigger is already prefilled for you and is set for a purchased product. However, you still need to specify the exact product, based on which this workflow will be triggered. 

Click on Edit workflow to continue the setup:

This brings you to the workflow editor, manage your workflow cancellation rules here. Click Edit cancellation to set your cancellation trigger. We suggest setting it to Order placed > Product purchased > The product you're promoting in this workflow (let's say a phone case). Feel free to add more cancellation rules or triggers, if you wish.

Next, click on Trigger block in the workflow editor and choose the trigger rule.
Make sure it is set to Order Placed > Product Purchased > is > your product (in this case a phone). Feel free to add more rules if the same promoted product fits the category (for example same case can be used on a couple of different phones).

Note, the workflow will not be started if it could be cancelled by the same trigger. For example, if the customer buys a phone, but also a phone case that you set as a trigger for the phone, the workflow will not be started to ensure your customer does not get an email about the product he already purchased.

Edit audience settings to trigger your automation for the specific audience only, more about creating a segment here

Click on Delay block to set the delay of your first message. We suggest waiting 3 days after the order, but feel free to change it to anything that fits your product and your business best. You can change it to anything from minutes to months or even choose a specific time of the day (once there is a trigger, we will wait for the specific time of the day to send the message, assuring that your customer receives it at the most convenient time).

Important: the delays will always be counted starting from the end of the previous event, not from the trigger.

2. Set up the email or SMS messages

As a default cross-sell workflow contains one email, but this is something you can change based on your needs. To add more messages, simply click the plus icon in the workflow editor and choose your next step. Whenever you add more messages, make sure you have your delays set right: every single message should have it's own delay, unless you want to send two at the same time (for example an email and SMS goes out at the same time).

To edit your messages, click on the box of the appropriate message and edit the needed info on the right sidebar. You can edit the content of each of the messages, preview how it looks on mobile and desktop (for email) or send a test message from there.

IMPORTANT: Do not forget to add the product info you want to cross-sell or up-sell with this workflow. As a default, the email in this workflow contains an empty Product listing content block and the product has to be added manually. For SMS, you should manually add text about your product.

All automation workflows can use your custom email templates, so there is no need to redo them from scratch each time. Simply jump to Template step when you are editing your email and choose the most appropriate one there.

3. Launch

Once you have your workflow named, trigger in place, cancellation rules set, and all messages ready, you can either hit Save & Close to save this workflow as a draft or click Enable workflow to go live with it immediately. 

Once you hit Enable workflow, Omnisend will immediately start checking for customers with appropriate triggers and sending your messages.

Disabling a running workflow

Whenever you decide to pause a running cross-sell workflow, you will be prompted with two choices on how to treat customer who are currently in the workflow. 

  • Discontinue the current sequences - this option will cancel all messages that should go out to those, who currently meet the preset criteria of this workflow. It is good to choose this option if you are going to change the preset rules, drastically change the content or amount of messages, or have noticed a big mistake.
  • Complete the current sequences - this option will continue to send old messages to those, who are already in the workflow and will send the new ones based on the new rules (if they change) only to those customers, who enter the workflow after you make the changes. It is good to choose this option if you are not making drastic changes and would prefer your customers to receive all messages.



Like all other automated features, Cross-Sell reports are available at the Reports tab. It contains the standard list of reports: number of emails sent, open rate, click rate, sales generated, and removed. Activity feed with detailed information is available as well. 


Have more questions? Feel free to contact us at support@omnisend.com.

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