Segment entry and exit based automation allow you to use your segments more flexibly and create targeted automated workflows. By using segments for automations, you can contact customers who are newly added, re-added, or have just dropped out of the Segment.


Before you start
Automation set-up
Editing the segment
Manual import & automation trigger
Re-triggering the automation

Before you start

  1. Automated workflows can be used on all the Omnisend plans. Find more information on Omnisend pricing.

  2. All of the user roles, except for the Analyst, can access automation workflow settings.

Automation set-up

To set up automation based on the customer entry or exit of a particular segment, you will need to:

  • create a segment with the rules you prefer;

  • setup automation with the entry/exit based trigger.

You may set up this type of automation by picking Custom workflow options or by changing the trigger for any of the preset automations.

Automation trigger settings

In the automation workflow settings, you may set the trigger to the Customer enter or exit the flow. Here are a few important facts about this trigger:

You should also choose whether you want to trigger the flow when contacts are re-added to the Segment. If you wish to enable this option, make sure the Frequency setting is disabled.

💬 Check the instruction on the Segment-based trigger to find out what information can be added to the message.

Exit conditions

It is totally up to you whether you want to add the Exit conditions to the automation flow, but we want to emphasize that you can use both Customer enter/Customer exit the sequence rules there.

Find more information on the Exit conditions set up in the corresponding article.


By changing the Frequency setting, you may choose whether you want to trigger the sequence when the customer is re-added or removed from the Segment for the second time. If you leave Frequency disabled, the same contact will be able to re-trigger the workflow, otherwise - no.

Let's make it simple and say we have a segment based on the customer's city. One of our customers is from London. We then create a segment with the rule, where the city is set to London. This customer qualifies with the rule, he enters the segment, and the automation gets triggered.

After some time, the customer updates the city to New York (exits the segment) and after some time changes it back to London (re-enters the segment). This is where your Frequency and Re-triggering settings click in and define whether the automation should be sent repeatedly (if chosen Yes) or not (if chosen No).

Editing the segment that is used for automation

Whenever you make any changes to the rules of a segment that is used by automated workflows (entry or exit based), you will be prompted to the question, whether we should continue sending the automated emails, based on the new rules or not.

Once the rules of the segment are changed, there are two options:

  • No - this means that the automation will not send messages to contacts who instantly populate due to the update in the Segment setting.

  • Yes - this means that the automation will send messages to contacts who instantly populate due to the update in the Segment setting.

If there were any customers who were in the middle of the flow (e.g. received 2/5 messages) and they stayed in the new segment, they will continue to receive the rest of the messages. If they got out of the segment due to the new rules, they will not receive the left messages (the rest 3/5).

Manual import & automation trigger

Automation workflows that contain segment entry or exit rules can be affected by the manual import of customers, in case those newly added customers appear on the segments in use.

However, you have total control over whether you want to use them in automation or not. Every time you are importing your contacts manually, you are prompted with a question about what should be done with these newly added contacts.

There are two options you can go with:

  • No - this means that newly added contacts will be added to your list, will appear on the needed segments, but will not receive the automations that would be triggered by said segments. Choose this option if you just want to add contacts, but not trigger any automations for them.

  • Yes - this means that these contacts will be added to the list, needed segments, and will receive the automations that would be triggered by said segments. Choose this option if you want to add contacts and trigger automations for them.

When it comes to automatically imported contacts (from your store) and contacts added after filling a form, those are considered as organically added to a segment, and automation for them is sent automatically.

Re-triggering the automation

If you wish to re-trigger the automation for the customers that were added to the Segment already, you can start from the video recording or look through the instructions provided below.

1. Disable the Frequency setting in the Automation workflow

When disabled, it allows re-trigger the automation for the customers who entered the sequence already.

2. Remove contacts from the segment

Before we can push your contacts to re-enter the Segment and therefore re-trigger the workflow, we need to remove them from the Segment. To remove contacts, we suggest adding the rule that none of them will follow.

For example, you may add a date added parameter set to the date when your store isn't connected to Omnisend. Since none of your contacts will meet this rule, they will be removed from the segment.

Once you apply the rule, you need to click on the Update button → Switch the toggle to send automated messages → Update.

3. Re-add contacts to the Segment

To re-add contacts to the Segment, you only need to remove the fake rule we added on the previous stage. However, at this point, we also need to let this change affect your automation performance.

Have any questions? Email us at [email protected].

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