Omnisend Automation allows you to create and send automated emails based on different subscribers, buyers, or customer based triggers. This article walks you through all of the settings. For more detailed instructions on each of the automation steps and automation, workflow presets, check this section.


Before you start
About Automation Workflows
Types of Automation Workflows
Setting-up Automation workflow
Adding changes to the enabled workflow
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 automation workflows. However, subscription statuses are managed separately.
  3. Omnisend automatically adjusts your Email Campaigns and Automation workflows sending, according to the contacts' subscription statuses. You may also add an Exit condition if you wish to send the flow to subscribed or consented contacts only.
  4. We do not automatically replace the Automation workflows 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.
  5. 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, Automations are only available for Trial and paid plans 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 by selecting one of the predefined templates (recommended) or by creating a custom workflow. In both cases, all of the workflow steps can be changed, but if you choose the pre-set, our recommended values will be set.

Types of Automation Workflows

Once you start the setup process, you can choose from different 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 the preset, you are free to change it in a way you prefer: adjust the trigger, add or remove message blocks, change timings. 

💬 Check out Blog articles for more recommendations on the must-have automation workflows:

- 12 Email Marketing Automation Workflows (Complete Guide)
- 5 Automated Text Messages Necessary for Every Ecommerce Site

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 workflow.

2. Choosing the type of 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 a 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. After creating the workflow, you may change its structure, 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 corresponding 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 filters. For example, for the Abandoned Cart sequence, you may choose 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.

⚠️ When setting up the order-based Automation, you should consider the initial status the Order has when its added to the system. If your order is added to Omnisend with the Paid status and only then changes to Fulfilled, you should use Order status changed trigger, instead of the Order placed one.

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 checkout page or subscribe to the Signup form that determines your customers' location automatically.

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 exit condition is satisfied.

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 abandons a cart

Find more information on the Exit conditions setup.


By enabling the Frequency setting, 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. In that case, the same customer will be able to trigger your workflow repeatedly, but only after the delay passes by.

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 allows you to add up to 10 Splits to a single sequence. 

You may also split your Automation based on the:

  • Trigger events or trigger filters;
  • Custom properties or Audience filters;
  • Message behavior or Previous Message clicks and opens;

Find more information on the Conditional Split.

A/B test Split

Omnisend also has another type of the split, that lets you test your Automation performance, randomly splitting your contacts into different groups according to the probability ratio you've set. With this feature, you may look at how each of the parameters influences your automation performance, whether it is a subject line, the content of the Message, or the structure of the sequence (messages, delays, etc.).

Find more information on the A/B test feature.

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 our best practices but feel free to use whatever works best for you. 

The delay is always 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 (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 a 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 content 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 or blocks 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. 

Learn more about the use of the SMS in the Automation workflows.

Multi-channel sequence

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

This check-box is added to all message blocks (Email, SMS, etc.) 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 are editing the sequence that is enabled already, you will see the warning message, and the Publish changes button will become active.

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 is shown.

After changing 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.

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.

Find more information on the Automation performance reports.

Have any additional questions? Reach out to our Support Team 🤗 via in-app chat or at

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