Pros & Cons
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- High-quality email builder and newsletter templates
- User-friendly tools
- Excellent customer support
- Affordable plans
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- SMS costs can add up quickly
- Comparatively weak analytics and automation
Omnisend Specs
| A/B Testing | |
| Drag-and-Drop Creation | |
| Free plan | |
| Image Library | |
| Limited Free Trial | |
| Marketing Automation | |
| REST API | |
| Social Media Integration | |
| Social Media Marketing | |
| Survey Tool | |
| Unlimited Email | |
| Unlimited Sequencing |
Omnisend is a full-featured email marketing platform that emphasizes email assets, SMS support, and useful segmentation and reporting tools. It also offers affordable plans and excellent customer support. Omnisend's template-heavy foundation makes it suitable for e-commerce businesses that need to quickly create campaigns without investing too much time in learning the ropes, though its improved analytic and automation features nonetheless still fall short of competitors. Our Editors' Choice winners, Campaigner, HubSpot Marketing Hub, and Mailchimp, provide a greater range of customization options and more precise control over your campaigns. (Note: Campaigner is owned by Ziff Davis, PCMag.com's parent company. For more, see the ethics policy in our Editorial Mission Statement.)
How Much Does Omnisend Cost?
Omnisend has three pricing tiers, and like many email marketing tools, the most suitable one depends on the size of your contact list and how much email you plan to send. The Free plan caps your contact list to 250 people, and your monthly email sends to 500. That's fine for a free trial, but most businesses will want more.
Next up is the Standard tier. It starts at $16 per month for up to 500 contacts and increases in price from there. For example, a contact list of 150,000 bumps the Standard subscription to $1,456 per month. The monthly email volume is 12 times the size of your contact list, meaning you can send 12,000 emails per month if you have 1,000 contacts. Campaigner has a 6x email cap.
Omnisend's Pro plan is its costliest, but for good reason. It gives you unlimited monthly email sends and unlocks advanced reporting tools that let you track aggregate performance and compare email and SMS performance. Pro plans start at $59 per month for 2,500 contacts and scale to $1,914 per month for 150,000 contacts.
The Pro tier is worth considering if you plan to use SMS messaging heavily. Omnisend bills SMS messages differently than emails: The amount you pay depends on where you send them. For example, it costs $0.015 to send one SMS message to a number in the US but $0.08 to send it to a number in France.
Omnisend gives you $1 of SMS credits when you sign up for the Free and Standard plans, and that's a one-time bonus. That amount gets you roughly 66 SMS messages to US phone numbers, which isn't much. To send more SMS messages at these tiers, you must sign up for an add-on SMS credit plan (starting at $20 per month). Pro plans, on the other hand, give you SMS credits equal to the amount you pay for your plan each month, which makes a huge difference for budgeting campaigns.
If you're willing to forgo the advanced analytics and SMS additions, Omnisend is inexpensive compared with most alternatives. Mailchimp ($20 per month for 500 contacts) and Klaviyo ($20 per month for 500 contacts) charge slightly more for their base tiers, while Campaigner ($59 per month for 5,000 contacts) is much pricier. With much larger contact lists, however, Campaigner tends to be more affordable.
Building Emails
Email builders are important features for email marketing tools because they let you create emails and newsletters to send to subscribers. Omnisend emails are both Google and Yahoo compliant since they support one-click unsubscribes directly into the email interface and matching sender emails and domains. These emails also offer and verify Domain-based Message Authentication, Reporting, and Conformance (DMARC) records, which helps protect against email spoofing and improve deliverability by ensuring that legitimate emails don't appear as spam.
Omnisend offers a blocked email domains feature, which unsubscribes anonymized marketplace domains. These will likely bounce your email blasts, damaging your sender's reputation. It also saves you from paying for contacts you can't reach. Omnisend automatically unsubscribes you from these, but you can also add blocked domains manually.
(Credit: Omnisend/PCMag)Like HubSpot, Omnisend has an excellent drag-and-drop editor with a good range of attractive, predesigned email templates. These are particularly useful if you want to quickly create an email campaign and your business lacks a dedicated email designer. Omnisend lets you upload custom HTML templates, too. If you aren't particularly confident in your campaign-creation skills, Omnisend even offers an AI tool that can generate subject lines or entire emails based on your description.
The drag-and-drop editor lets you easily personalize templates to suit your needs. One outstanding feature is the ability to drag and drop entire section blocks into your email, such as a body or hero image, rather than introducing individual elements piecemeal. You can also generate unique discount codes to reward subscribers. All that said, Brevo offers an equally feature-rich email builder and a greater selection of templates.
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Creating Lists and Segments
Omnisend lets you list and segment email subscribers to help narrow and focus your campaign's scope. You can target subscribers with personalized messaging at opportune times. Segmentation tools are integral here; the more granular the criteria, the more precise and targeted your emails can be. For example, you can schedule emails based on the number of times a subscriber has opened your email within days or weeks.
(Credit: Omnisend/PCMag)There's no limit to the number of segments you can build, and Omnisend provides a respectable selection of customization options to hone each one. The service also offers an impressive library of prebuilt segments, so you don't need to get into the weeds by creating one from scratch. These include segments for active email subscribers, high-value subscribers, and recent buyers. Numerous options are available, which makes for a painless, user-friendly process. Moreover, you can sync your segments with Facebook Custom Audiences and Google Customer Match.
Automations and Reporting
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 broad selection of prebuilt templates to start the process. 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.
(Credit: Omnisend/PCMag)The service now allows for more granular automation specifications. You can add new triggers, such as page views, and personalize your content to suit your audience based on previous contact history. The new Trigger Preview lets you use contact data to test workflows and refine your filters for optimal campaigning.
After you split a path in your flow, you can A/B test to compare each version's performance, including recipient counts and open/click rates. Unlike Klaviyo, Omnisend doesn't show email conversion rates.
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 over any time period, drawing from the full automations, campaigns, and sales history. Omnisend's new metrics include the placed order rate and revenue per message.
That said, the competition still edges it out in some respects. Both Klaviyo and Mailchimp include benchmarks that let you compare your results with industry peers, for example, allowing for much more comprehensive analysis.
(Credit: Omnisend/PCMag)Support and Live Chat
All Omnisend plans, including the free version, offer 24/7 email and live chat support. Paid plans offer "priority support," but it's unclear how much faster priority responses are compared with the other tiers. The company says its agents typically answer requests in around three minutes. Omnisend lacks phone support.
(Credit: Omnisend/PCMag)Omnisend has excellent documentation and resource pages for troubleshooting campaigns and automation. Paying at least $400 per month gets you access to a dedicated Customer Success Manager who helps you migrate data, set up your first automation and campaigns, and generally provides ongoing support to help you make the most of the tool.