Once you get past email creation, creating automations is the next important step in maintaining customer relationships. Some other email marketing services call these drip campaigns or flows. The idea is to send an automated chain of emails to subscribers who trigger them with specific actions, such as subscribing to a list or clicking a link in one of your emails. Omnisend’s automation library offers a wide selection of prebuilt templates to get started. Example workflows include Abandoned Cart, Post-Purchase, Transactional, Special Occasion, and Welcome. You can also create custom automation templates. The process is similar to other email marketing services. You pick a trigger, add message delays, and so on.
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The platform’s automation has become significantly more granular. I could inject hyper-targeted, personalized product recommendations into flows by using dynamic fields that automatically populate items tailored to a potential customer’s specific browsing and shopping history. The system also has fallback fields that ensure emails render correctly even if the customer data is incomplete.
I customized flows with granular triggers, such as page views, and personalized content to suit my audience based on previous contact history. The new Trigger Preview lets me use contact data to test workflows and refine my filters for optimal campaigning. Built-in A/B testing allowed me to split paths within a flow to directly compare each version’s performance, including recipient counts and open/click metrics.
Omnisend has good reporting features, but you need the Pro plan to get advanced metrics. They highlight the performance of all your campaigns and workflows while sorting the highest-performing actions. Reports now allow you to compare performance across any time period, drawing from the full set of automations, campaigns, and sales history. Omnisend’s new metrics include the placed order rate and revenue per message.
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Omnisend has completely overhauled its data architecture to deliver the advanced, comprehensive analytics that you would previously have to look for in MailChimp and other advanced tools. It now features a robust reporting engine that tracks e-commerce-specific metrics, such as placed order rates and revenue per message, and provides product reports that showcase which inventory items are driving email revenue.
To make data even more accessible, Omnisend features embedded Reports AI directly into the analytics dashboard. Instead of manually building a complex data filter, I used an in-app AI chat assistant and natural language (e.g., “show me which automation flow generated the highest revenue in Q1”) to produce detailed, actionable reports whenever I need them. This simplified my dashboard tracking for quick store optimizations, avoiding both Mailchimp’s overly broad campaign summaries.
