Omnisend vs Klaviyo: The Practical Logic
Automations are the backbone of any serious ecommerce retention strategy. While Klaviyo remains the industry standard, Omnisend delivers roughly 95% of the same core functionality at a significantly lower cost. We have actively transitioned several clients over for this exact reason.
You can execute advanced trigger splits, profile tagging, and multi-channel SMS steps in Omnisend without paying the premium tier tax. If your flows are structured logically, the underlying engine matters far less than your strategy.
The Welcome Series: Prioritise the Purchase Over Brand Fluff
The primary goal of a welcome flow is converting a subscriber into a first-time buyer. Many founders overcomplicate this stage with lengthy founder stories and brand history lessons. That is a mistake.
Most subscribers join your list because they want a discount code. Give it to them immediately in email one. At the flow trigger level, add a filter for Placed order zero times overall time. If someone has already bought, they should be routed straight to your post-purchase flow instead.
Send email two exactly 12 hours later to reiterate the offer. Roughly 90% of all welcome series purchases occur within the first 72 hours of opt-in. If a shopper leaves your store with a discount in hand, they are comparing prices elsewhere. You need to stay directly in front of them during that critical 72-hour window.
Branching with Zero-Party Data in the Welcome Flow
Once the initial 12-hour reminder has gone out, pause for 24 hours and split subscribers based on zero-party data collected at sign-up. If you captured their specific product interests in your pop-up form, use a conditional split to send relevant product content immediately.
If their interest category is not set, send an interactive email asking what they want to see. For example, give them options for specific product lines or skin concerns. When a user clicks a button, update their profile property and redirect them to that targeted collection page.
- Category match: Route them down dedicated branches tailored to that specific category.
- Unmatched / generic: Direct them down a default path that showcases your top three best sellers alongside the original discount reminder.
Abandoned Cart Logic: Stop Giving Everyone a Discount
Your abandoned cart flow must start with a conditional split separating first-time prospects from existing customers. It infuriates me when I see brands sending automatic discount codes to people who have already bought from them multiple times.
Non-customers should receive the discount code promised in their sign-up form to help push them over the line. Existing customers do not need margin-eroding promo codes. They already trust your product, so your emails to them should focus on product benefits, social proof, and direct cart links.
Test a split delay for email one between 15 minutes and 30 minutes to see what converts best for your catalogue. Always use dynamic checkout links so shoppers land right back where they left off.
High-Impact Trigger Splits for Best Sellers
You do not need to build bespoke abandonment flows for every SKU in your store. That becomes unmanageable very quickly. Instead, create trigger splits for your top two or three best-selling items.
If someone abandons a cart containing your primary hero product, send follow-up copy tailored directly to that specific product. Highlight its exact ingredients or use cases, answer common objections, and display relevant cross-sells from that collection. Anyone abandoning other items simply falls into your generic best-seller sequence.
Final Thoughts
A high-converting automation setup does not require endless complexity. By focusing on rapid offer delivery in your welcome sequence and splitting non-customers from buyers in your cart recovery flows, you will capture the bulk of available revenue. Keep your branching clean, protect your margins, and execute consistently.
Looking to Upgrade Your Flow Architecture?
If you want high-performing flows built and optimised for your store, explore our email automation services to see how we can help.
