The Frequency setting in Omnisend's Automation workflows controls how often contacts can re-enter the same workflow or different workflows simultaneously. Use it to prevent sending too many similar messages in a short time and keep your messaging thoughtful and relevant.
How to Set Up the Frequency
To enable Frequency, click the Trigger block in your Automation Workflow and scroll to the bottom.
Once enabled, choose how often a contact can trigger the workflow:
Anytime in the past – Contact enters once, ever
In the last X hours, days, or weeks – Contact can re-enter only after the specified time passes
This option is available for all Automation. Most workflows have Frequency disabled by default, but browsing behavior workflows (Browse Abandonment, Product Abandonment) are set to 1 day.
How It Works
The Frequency setting uses entry time to determine if a contact can re-enter the workflow. When you set frequency to "In the last X days," the system checks whether the contact triggered the automation within that timeframe – regardless of whether they've completed or exited it.
Example:
You set frequency to "In the last 2 days"
A contact triggers the automation on Monday at 10:00 AM
The same contact tries to trigger it again on Tuesday at 2:00 PM (before exiting the first workflow journey)
Result: They are blocked from re-entering because less than 2 days have passed since their initial entry (Monday 10:00 AM)
Exit time does not affect frequency. The countdown starts the moment a contact enters the workflow, even if they're still in a delay or haven't received all messages yet.
💡Quick Tip: Focus on Quality, Not Quantity
Sending too many messages too quickly can annoy contacts. Use Frequency to limit how often they receive communications, especially during sales or product launches.
Prevent Overlapping Workflows
The Skip Contacts feature prevents contacts from entering a new workflow if they are currently in another one or have recently completed one. This stops multiple Automation Workflows from firing at once and ensures contacts don't receive too many emails simultaneously.
Wondering what setting to use?
Use Skip Contacts to block re-entry across different workflows.
Use Frequency to limit re-entry to the same workflow.
💡 Quick Tip: Avoid Overloading Contacts
If a contact triggered your Abandoned Cart automation, you might not want them to immediately trigger Browse Abandonment. Use Frequency to space out messages and keep contacts engaged – not overwhelmed.
Browsing Behavior
Contacts often return to the same product page multiple times before purchasing. Without Frequency, they might receive multiple emails each time they visit, which can feel repetitive.
For Browse Abandonment workflows, enabling Frequency ensures you don't send the same reminder too often. A well-timed email is more effective than several in a short span.
Use Frequency to space out repeat sends. For example, set Abandoned Cart to 7 days to avoid daily reminders for the same cart.
💬 Learn more: Manage Browsing Behavior Automations.
Pro Tips for Getting Started
Start simple. Use the default 1-day setting for browsing automations and test before adjusting.
Keep it balanced. Think about customer experience – timing matters. Too many emails too soon can lead to unsubscribes.
Review regularly. Check your workflows every few months to ensure Frequency settings still align with your goals.
FAQ
Does Frequency apply to all Automation types?
Yes. Frequency is available for all automation workflows, but is enabled by default only for browsing behavior automations (set to 1 day).
What happens if I change Frequency while contacts are in the workflow?
When you click Publish changes, you'll get to choose how to handle contacts already in the workflow:
Let them finish the workflow – Contacts already in the workflow finish under the old Frequency settings. New contacts follow the updated Frequency.
Exit them from the workflow – Existing contacts exit immediately. New contacts follow the updated Frequency.
Does Frequency reset if I edit the workflow?
No. Frequency is tied to the contact's trigger history, not the workflow version. Editing the workflow does not reset Frequency timers for existing contacts.
What does "At any time in the past" in Frequency settings mean?
"At any time" means the automation can only be triggered once per contact, ever. After someone enters the workflow the first time, they will never re-enter – even if they meet the trigger conditions again.
Use this for one-time experiences like:
Welcome Automation Workflows
First-purchase thank-you emails
One-time promotional offers
If you want contacts to re-enter after a waiting period (e.g., after 30 days), choose "In the last X days/hours/weeks" instead.
I updated my frequency settings – why are contacts still receiving emails under the old rules?
When you publish frequency changes, contacts already in the workflow continue under the original settings if you select "Let them finish the workflow" during publishing.
What happens:
New contacts entering after your change follow the new frequency rules.
Existing contacts (already in the workflow) continue under the old frequency logic until they complete or exit.
To apply new frequency rules to everyone: Select "Exit them from the workflow" when publishing changes. This exits all contacts currently in the workflow, and they can re-enter under the new frequency rules if they trigger the automation again.
Why did my contact receive multiple emails from the same automation in one month?
If contacts receive more emails than expected despite frequency settings, check:
Frequency is enabled. Go to your Trigger block and verify Frequency is turned on and set to your desired timeframe.
Frequency window is too short. If your workflow takes 28 days to complete (all delays combined) but frequency is set to 14 days, contacts can re-enter after 14 days and start overlapping journeys.
Set frequency to be at least 5–7 days longer than your workflow's total duration.
Does the frequency timer start when a contact enters or exits the workflow?
The frequency timer starts when a contact enters (triggers) the automation, not when they exit.
If you set frequency to "In the last 7 days," Omnisend checks whether the contact triggered the automation within the past 7 days.
If they did, they're blocked from re-entering – even if they're still in the workflow (e.g., waiting in a delay).
Exit time does not affect the frequency calculation.
If you have any questions, our Support Team is available to help. You can reach out via in-app chat or email us at [email protected].