With automation workflows, you don't need to choose which emails to send and when they should be sent. They are sent automatically when a particular event happens, whether it is an order placed in your store or a customer entering the Segment.


Automation Trigger settings
Event-based automation workflows
Order Placed & Order Status Change
Segment-based trigger

Before you start 

  1. Automation workflows can be used on all the Omnisend plans.

  2. The type of automation defines through which of the channels the messages can be sent. While Email, SMS, and Push Notification channels can be added to every automation workflow.

Automation Trigger settings

Each trigger consists of the following stages:

  • Trigger and trigger rules, defining when the customers enter the flow.

  • Audience filter, checking the customers' eligibility.

  • Exit conditions, canceling the sequence at any stage when a particular event fires.

  • Frequency limits the number of particular events triggered by a single customer.

In this article, we focus on the trigger and trigger filters and explain how you can use them. We'll also look at the kind of information that can be added to the email message with each of them.

Follow this guide to set up your automation workflow

Trigger rules

Each of the triggers has its own set of rules. While some of them are as simple as the Sign-up form triggering the flow, the others identify order statuses unique for each of the platforms. When you choose to create the workflow with one of the presets, we automatically adjust the trigger to match your e-commerce platform order statuses. However, you may also find the list of the order statuses for your store platform in the corresponding article.

The set of trigger filters will be shown as soon as you choose the trigger. Although the majority of triggers can function on their own (Order Placed, Abandoned Cart, etc.), some of them will require a Trigger filter to be added (Contact enters a segment, Viewed page).

Event-based automation workflows

With event-based automation, the trigger will carry the information related to the event you have triggered and therefore define the content that can be added to the message. For example, the Order Placed and Order Status Change triggers contain information about the order, shipping, and billing addresses. At the same time, the Abandoned Cart automation carries information about the products and check-out links unique for each of your customers.

Information passed with the Order-based event:

Order                      Shipping address           Billing address
-----                      ----------------           ----------------
Order ID                   First name                 First name
Order number               Last name                  Last name
Order name                 Country                    Country
Order date                 Country code               Country code
Currency                   State                      State
Total price                State code                 State code  
Subtotal price             City                       City
Discount                   Address                    Address  
Shipping price             ZIP/Postal code            ZIP/Postal code
Order status page URL      Company                    Company  
Order note                 Phone                      Phone  

What should be noted here is that the information passed with the event will exist only within the automation triggered by that event. If you need to add the Order ID, Order Number, and other details, you should set the trigger to Order Placed, or Order Status changed. In this case, Segment-based automation won't work.

You can see the list of properties passed with the event in the personalization menu. 

You can either add these items as text to the email message content or add content blocks containing this information. 

Order Summary for Orders based automation

Abandoned Products for abandonment automation

We will also update your customer profile based on the information brought with the order. Let's consider a few examples:

  • Profile data (first name, last name, country, etc.) that your customer provides at the check-out can be used to Segment your customers and can be inserted into the content of the message with a personalization option -> Contact.

  • Order-specific data (order date, products your customer has purchased, etc.) will be added to the system, allowing you to Segment your customers based on this data or add it to the content of the message with a personalization option -> Event (Order, Abandoned Cart, Custom Event, etc.).

Order Placed & Order Status Change

In the Automation trigger, you can find two triggers related to Order-based automation: Order Placed and Order Status Change. What is also important is that both triggers have the same list of trigger filter options, including order statuses and other products or order-specific settings. The difference doesn't seem to be obvious, so let's try to understand what exactly is happening here.

When you use the Order Placed trigger, the initial status of the order should match the condition from the filter. So, in case you are setting the workflow to Order Placed -> Order status Fulfilled, the order should be added to the system with this status. Of course, it is logical to assume that your order is added to Omnisend with Paid status first, and only then it changes to the Fulfilled one. In such cases, Order Status Changed -> Order status Fulfilled trigger should be used.

Segment-based trigger

The list of the event-triggered automation workflows is limited, but you may also trigger it every time the customer enters the Segment. Since the options you may use to Segment your customers are more extensive, you can trigger the workflow based on the profile data, engagement with the Email or SMS campaigns, and purchase behavior.

⚠️A 'Customer enter/exit a segment' trigger doesn't carry the information about the order the customer placed. Although you can trigger the automation when the order is placed, you can't add information about the order, such as order number or billing information.

Contact enters/exits a Segment Automation

Have any additional questions? Talk to us at [email protected].

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