Omnisend Automation allows you to create and send automated emails based on different subscribers, buyers, or customer based triggers. This article explains how they work and how to set them up.


Before you start
About Automation Workflows
Types of Automation Workflows
Setting-up Automation workflow
Adding changes to the enabled workflow
Triggering automation for contacts with different subscription statuses
Automation Report

Before you start

  1. Automation workflows are available on the Free Trial, Standard, Pro and Enterprise plans. Find more information on Omnisend pricing.
  2. You can add different channels to each of the automations workflows. However, the subscription statuses for each of the channels are managed separately. 
  3. We do not automatically replace the automation flows in your store. After the workflow is enabled on Omnisend, it should be disabled in your store settings. Learn how to replace automatic responses from Shopify.
  4. We are adding UTM tags sourced as omnisend to all messages automatically, but they can be changed for every message in the flow.

About Automation Workflows

All Automation workflows can be found in the top menu > Automation. Although the tab is present for all Omnisend users, Automation is only available for Trial and paid plans users that integrated their store with Omnisend. All Automation workflows are based on a particular trigger, which defines the type of workflow: abandoned cart, signup, etc.

You can start setting-up the automation be selecting one of the predefined templates (recommended) or by creating the custom workflow and edit triggers, the number of messages and delays manually.

Types of Automation Workflows

Once you start your setup process, you can choose from a number of automation presets:

  1. Subscriber-based workflows: Welcome, Birthday
  2. Shopper based workflows: Abandoned Cart, Product Abandonment, Browse Abandonment
  3. Buyer based workflows: Order Confirmation, Shipping Confirmation, Customer Feedback, Cancellation Confirmation
  4. Repeat buyer based workflows: Cross-Sell, Customer Reactivation, Order Follow-Up
  5. Other: Custom Workflow.

Once you choose your template, you are free to change it in a way you prefer: adjust trigger, add or remove additional emails, change their timings. 

Important: all mentioned Automation workflows are available on Shopify, Bigcommerce, Magento, WooCommerce and API v3.

Setting-up Automation workflow

1. Verifying your sender's email address

Before you can enable the automation, you should ADD and VERIFY your sender's email address in your account settings. Otherwise, you won't be able to enable the automation.

2. Choosing the type of the automation workflow

To create new automation, you need to proceed to the Automation tab -> click on the New workflow button -> pick the category - Subscriber, Shopper, Buyer, Repeat buyer, or Other (Custom workflow). Each of the sections represents the marketing stage or the type of the workflow, whether it is the message from the abandoned series sent to the website visitor (Shopper) or the one with the order details sent to Buyer.

You can see the automation workflows with the different number of messages, some of them have only 1 Email and some of them have 3 Emails and 1 SMS. However, after creating the workflow, you may change the structure of the flow, remove or add more messages.

3. Trigger settings

Each of the preset workflows has the default trigger that is adjusted according to your store platform. However, you may also find the list of the order statuses for your store platform in the relevant article.

In the Trigger block, the following settings can be changed:

  • Trigger and Trigger Filter
  • Audience Filter
  • Exit conditions
  • Frequency

Trigger and Trigger filter

Each of the workflows has its own set of the filters. For example, for Abandoned Cart sequence you may chose to send the message when either one or both of the conditions are true:

Up to 5 Trigger filters can be added to each of the workflow triggers.

Find more information on Triggers and Trigger filters.

Audience Filter 

The Audience filter defines what category of customers should receive this message. For example, by adding the Audience filter set to Country is Argentina, you will trigger the sequence only for those customers that provide this country at the check-out page or the input field in the sign-up form.

Find more information on the Audience filters.

Exit conditions

Unlike the options mentioned previously, the Exit conditions don't restrict your customers from entering the flow but will cancel it at any stage, as soon as the cancellation event fires.

Most of the preset flows have the default trigger that cancels the sequence as soon as the customer places the order. However, you may add up to 5 exit conditions and up to 5 filters to each of them.

For example, you can cancel the sequence when:

  • the customer enters the Segment
  • the customer abandon a Cart

Find more information on the Exit conditions set-up


By enabling the option to not trigger the workflow for the contacts who have already been in this automation, you may prevent the same automation from being triggered multiple times. 

For example, if you set the automation to be triggered when a particular page is browsed, the same customer may re-trigger the automation multiple times within the same session. To avoid this, you may set the Frequency value for such flows to a few hours and even days.

4. Add a Split to the Automation

By adding Conditional Split to the Automation workflow, you may specify what messages will be sent to each of the contact groups. Each of the conditions can take a boolean value (true or false), but you may add up to 10 Splits to a single sequence. 

Currently, your automation workflows can be split based on the profile data or on the trigger filters.

Find more information on the Conditional Split.

5. Set the Delay

You can choose to have a delay as short as minutes or as long as months. We suggest keeping somewhere around our suggested timings as they are based on best practices but feel free to use what works best for you. 

The delays will always be counted starting from the end of the previous block (Trigger, Email, SMS, Split, etc.), and not from the trigger only.

6. Add Message to the sequence

In the automation settings, you may add different message blocks, including Email, SMS, Push Notification, and Facebook Messager that can be added to some of the flows. 

Email message

Once you drop the Email message to the sequence, you may see 'Missing Email information'. This error informs that you need to add Subject line, Preheader, Sender's name, or Sender's email address.

Once you fill in the information displayed in the inbox, you can start editing the Email message content. Unlike Email Campaigns, Automated workflows may have some of the settings the blocks that are unique for the trigger. 

For example, the workflow with the Abandoned Cart trigger will have two unique blocks, Abandoned Products and Checkout button. Each of them has the preset functions that other workflows cannot perform.

SMS message

When you add the SMS block to the flow, you may see an equivalent notification but for SMS message 'Missing SMS information'.

Unlike the Email message, SMS can be edited in the editor directly. 

Multi-channel sequence

If you add more than one channel to the sequence, you will see a check-box that is pre-selected by the default and defines that not opted-in for a particular channel contact should pass to the next message in the workflow. 

Note! This check-box is added to all messages as soon as the additional channel is added to the flow.

7. Add a tag to the Automation 

By adding a tag to the sequence you may label your customers on different workflow stages, create a segment based on that tag and send targeted communication.

Find more information on contacts tags.

Adding changes to the enabled workflow

If you try editing the sequence that is enabled already, you will see the warning message informing about the changes to the sequence. Publish changes button will remain inactive until you add some changes to the sequence.

After you apply changes and click on the Publish changes button, the Pop-up window asking how you want to proceed with the contacts that entered the sequence already will be shown.

If you changed the structure of the sequence, you would need to choose whether you want to discontinue the series or complete it under the old rules. If you only changed the content of the email and decide to complete the sequence, your customers will get the message with the updated content.

Triggering automation for contacts with different subscription statuses

As you may see from the table, transactional emails are delivered despite the customers' statuses. If you want to change the settings for some of the flows, you may add a cancellation trigger based on the customer status. For example, to comply with the GDPR policy, you should cancel Abandoned Cart automation for the non-subscribed customers and also check if they provided a consent record. Find how to cancel the workflow for the unconsented customers.

When it comes to Facebook Messenger and Push Notifications, different types of opt-ins should be provided. Find more information in the dedicated articles.

Automation Report

If you wish to check the general performance of the Automation workflow, you may click on the Show stats button or the View full report button for a detailed report on the workflow performance.

Each of the workflow stages shows how many customers went through the block (received the message, got a tag, etc.) or how many of them have skipped it. The customer skips the block, in case he is not eligible to receive the message. For example, the customer not subscribed to the SMS channel skips the block with the SMS message but passes to the next stage in the flow.

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