Omnisend
Email and SMS marketing automation built for e-commerce — drive more revenue from every campaign.
Omnisend Review: The E-Commerce Email and SMS Platform That Competes With Klaviyo on Value
Klaviyo dominates the e-commerce email marketing conversation, but it has become significantly more expensive as it has grown. Omnisend has positioned itself as the direct alternative — built specifically for e-commerce with comparable automation capabilities, email and SMS in one platform, and pricing that gives Shopify and WooCommerce stores professional-grade marketing tools at a cost that is genuinely more accessible than Klaviyo at equivalent feature levels. For growing e-commerce businesses that want serious email and SMS marketing without Klaviyo prices, Omnisend consistently delivers.
Quick Summary
Omnisend is an email and SMS marketing automation platform built specifically for e-commerce, combining abandoned cart recovery, post-purchase sequences, behavioural segmentation, and multi-channel campaigns for Shopify, WooCommerce, and other store platforms.
Is it worth using? Yes for e-commerce businesses that want professional email and SMS marketing automation at pricing more accessible than Klaviyo, with comparable core automation features.
Who should use it? Shopify and WooCommerce store owners, e-commerce marketing managers, and direct-to-consumer brands who want automated email and SMS campaigns driving revenue from abandoned carts, post-purchase sequences, and customer segmentation.
Who should avoid it? Non-e-commerce businesses whose marketing needs are not tied to purchase behaviour, where Mailchimp, ConvertKit, or Brevo serve better.
Verdict Summary
Best for
- Growing e-commerce stores that want professional email and SMS automation at pricing below Klaviyo
- Shopify merchants setting up abandoned cart, welcome series, and post-purchase automation for the first time
- D2C brands running multi-channel campaigns combining email and SMS without managing two separate tools
Not for
- Non-e-commerce businesses without purchase-driven marketing workflows
- Large enterprises whose analytics needs require Klaviyo’s predictive lifetime value and revenue attribution depth
- Creators and bloggers whose email needs are better served by ConvertKit
Rating
⭐⭐⭐⭐ 4.3 / 5
What Is Omnisend?
Omnisend is an omnichannel marketing platform built exclusively for e-commerce, combining email, SMS, and web push notifications in a single platform designed around the purchase lifecycle. Its pre-built automation workflows cover every stage of the e-commerce customer journey — from welcoming new subscribers and recovering abandoned carts to re-engaging lapsed customers and building post-purchase loyalty sequences.
Its Shopify and WooCommerce integrations sync store data in real time, enabling segmentation based on purchase history, browse behaviour, and predictive customer value — giving small and mid-size e-commerce brands the behavioural targeting capability that was previously only accessible through more expensive enterprise platforms.
How Omnisend Works
- Connect your store. Install the Omnisend app on Shopify or the WooCommerce plugin to sync your product catalogue, customer data, and order history in real time.
- Set up core automations. Activate the pre-built automation workflows — abandoned cart, welcome series, post-purchase, win-back — that run continuously recovering revenue without manual campaign creation.
- Segment your audience. Create targeted segments based on purchase history, order value, browse behaviour, geographic location, and engagement level, combining any combination of customer data for precise targeting.
- Create campaigns. Design email and SMS campaigns for promotions, product launches, and seasonal sales using the drag-and-drop email builder with product blocks that pull live product data from your store.
- Add SMS to your flows. Complement email automation steps with SMS messages at the right moments — an SMS nudge after an abandoned cart email that received no open can dramatically improve recovery rates.
- Analyse revenue attribution. Track exactly how much revenue each automation, campaign, and channel generates with Omnisend’s built-in revenue attribution.
Key Features
- Email and SMS marketing in one platform with shared automation workflows
- Pre-built e-commerce automation — abandoned cart, welcome, post-purchase, win-back
- Shopify and WooCommerce real-time data sync
- Behavioural segmentation using purchase history, browse data, and engagement
- Revenue attribution tracking sales generated by each campaign and automation
- Product blocks in emails pulling live product images, prices, and links from your store
- Web push notifications as a third channel alongside email and SMS
- A/B testing for email subject lines and automation variants
- Sign-up forms and pop-ups for list growth
Real-World Use Cases
- Abandoned cart recovery: An e-commerce store activates Omnisend’s abandoned cart workflow — email after one hour, SMS after 24 hours if no email open — recovering a percentage of carts that would otherwise be permanently lost.
- Post-purchase upsell: A beauty brand sets up a post-purchase sequence in Omnisend recommending complementary products based on the customer’s first purchase category, generating repeat purchase revenue automatically.
- Seasonal campaign: A clothing retailer sends a segmented summer sale email campaign to customers who purchased spring items, featuring summer category products, with an SMS follow-up to email non-openers.
- Win-back campaign: A subscription box company identifies customers who have not ordered in 120 days through Omnisend segmentation and runs an automated win-back sequence with a discount code, recovering a segment of lapsed customers.
Pros and Cons
| Pros | Cons |
|---|---|
| More affordable than Klaviyo at comparable feature levels | Predictive analytics less sophisticated than Klaviyo |
| Email and SMS in one platform with shared automation logic | Non-e-commerce use cases not well served |
| Pre-built e-commerce automation workflows activate quickly | Template library smaller than Mailchimp |
| Real-time store sync enables genuine behavioural segmentation | SMS credits purchased separately on some plans |
| Revenue attribution connects campaigns to actual sales clearly | Advanced segmentation less granular than Klaviyo at enterprise scale |
Pricing & Plans
Free — $0/month
- 250 contacts
- 500 emails per month
- Pre-built automation workflows
- Sign-up forms
- SMS (pay per send)
Standard — From $16/month
- Up to 500 contacts (scales with list)
- 6,000 emails per month
- Full automation features
- 24/7 email and chat support
Pro — From $59/month
- Unlimited emails
- Advanced reporting
- Web push notifications
- Priority support
- Free SMS sends included
Best Alternatives & Comparisons
- Klaviyo — Better for enterprise e-commerce needing predictive analytics and deepest Shopify behavioural data, more expensive
- Mailchimp — Better for small businesses and non-e-commerce, broader template library
- ActiveCampaign — Better for advanced automation and CRM integration beyond e-commerce workflows
- Drip — Similar e-commerce email focus with slightly different feature balance and interface
Frequently Asked Questions (FAQ)
Omnisend is an email and SMS marketing automation platform built specifically for e-commerce, with pre-built abandoned cart, post-purchase, and win-back workflows and real-time Shopify and WooCommerce integration.
Yes, Omnisend offers a free plan for up to 250 contacts and 500 monthly emails with access to automation workflows. Paid plans start from $16/month scaling with contact count.
Omnisend offers comparable core automation at lower pricing, making it a strong alternative for growing e-commerce businesses. Klaviyo leads on predictive lifetime value analytics and Shopify integration depth at enterprise scale. For most small to mid-size e-commerce stores, Omnisend covers the majority of use cases at significantly better value.
Yes, Omnisend has a native Shopify integration that syncs customer data, purchase history, and product catalogue in real time, enabling the behavioural segmentation and product block emails that make e-commerce marketing effective.
Yes, Omnisend combines email and SMS in a single automation workflow — you can set up an abandoned cart sequence where an email fires first and an SMS fires as a follow-up, all managed within one automation flow.
Omnisend tracks which emails and SMS messages directly influenced a purchase by monitoring customer behaviour after a campaign is received, attributing revenue to the specific automation or campaign that preceded the transaction.
Final Recommendation
Omnisend is the most compelling Klaviyo alternative for e-commerce businesses that want professional email and SMS marketing automation without Klaviyo’s price growth as their store scales. The pre-built automation workflows activate quickly, the real-time store sync enables genuine behavioural targeting, and the combined email and SMS platform eliminates the need for two separate subscriptions. The free plan’s pre-built automations make it possible to start recovering abandoned carts before spending anything.
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