Omnisend
E-commerce email and SMS marketing automation
What it does
Omnisend is email and SMS marketing automation built specifically for e-commerce, positioned as a mid-market alternative between MailerLite's simplicity and Klaviyo's depth, with native Shopify/WooCommerce/BigCommerce integration, push notifications, and unified email+SMS+push automation flows in one platform.
Free tier
Yes
Starts at
$16/mo
Setup
easy
Key features
Integrates with
Shopify, WooCommerce, BigCommerce, Zapier
Who this fits
- Shopify and WooCommerce merchants wanting email + SMS + push in one connected tool
- E-commerce stores that outgrew a generic email tool but aren't ready for Klaviyo's price and complexity
- Retail and DTC brands running standard automation flows (welcome, cart abandonment, post-purchase)
Who it does NOT fit
- Non-e-commerce businesses, minimal value outside store-based marketing
- Heavy SMS senders on a tight budget, before a May 2026 pricing reduction one Reddit comparison found Omnisend charging $1,875/month for 125,000 SMS credits versus Klaviyo's $1,085 and SlickText's $1,250 at the same volume, pricing improved substantially after the reduction (roughly $875-937/month at that volume) but still worth comparing directly against competitors at the client's actual SMS volume (Source: Reddit pricing comparison, via WebSearch summary 2026)
- Anyone trusting the advertised deliverability rate at face value, Omnisend claims around 97% deliverability but independent testing puts the actual average closer to 75%, below the industry average of 83% in that same test, and users report spam-folder placement issues including a 4.5% spam rate after just five sends and Outlook/Yahoo landing in spam (Source: independent deliverability testing and user reports via WebSearch summary, 2026)
Pricing
Real gotchas
- The gap between claimed (97%) and independently measured (~75%) deliverability is significant, test with the client's real list and content before promising inbox placement numbers, and monitor spam-folder placement specifically for Outlook and Yahoo given documented user reports (Source: independent deliverability test and user reports via WebSearch summary, 2026)
- SMS back-in-stock alerts are functionally weaker than email versions, the SMS message can't link directly to the specific product a customer requested (generic message only), while email can, factor this into which channel to prioritize for that specific use case (Source: product limitation via WebSearch summary, 2026)
- Compare actual SMS costs directly against Klaviyo and dedicated SMS tools (SlickText) at the client's real monthly volume before recommending, Omnisend's May 2026 price cut narrowed the gap but it isn't automatically the cheapest option at every volume tier
Integrations that matter
Otto’s take on this tool
Recommend Omnisend for Shopify/WooCommerce merchants wanting unified email+SMS+push without Klaviyo's price tag, it's a solid mid-market pick. Test actual deliverability with the client's list rather than quoting the marketed 97% figure, and run a direct SMS cost comparison against Klaviyo/SlickText at the client's real monthly volume before recommending Omnisend for SMS specifically. For back-in-stock alerts, favor email over SMS given the linking limitation.
Affiliate disclosure: if you sign up through the link above, Ottomately may earn a referral commission at no cost to you. We only feature tools we have actually used or vetted through our recommendation engine.Partnership: 20% recurring via Direct.
Editor's curated reviews
505 reviews across TrustPilot - avg 4.4/5Curated by Otto from TrustPilot public reviews (fetched 2026-08-31). Omnisend's TrustPilot page carries 505 reviews at a 4.4 headline (84% 5-star, 12% 1-star). The 5-star cluster leans heavily on named-rep support wins (Mathias, Tiago, Sanya) - a legitimate signal shape but worth naming. The 1-star cluster is concentrated in compliance/account-approval denials for new Shopify accounts and product-feature gaps (workflow editing, contact movement between workflows). G2 and Capterra were consulted for aggregate context but not directly cited here (source-access limits). Not user-submitted on Ottomately.
“They listen to every feature request I have and actually make it happen. Features like counters, emails sent based on opens, and much more.”
“The Omnisend team took the time to look at our setup before transferring anything. Mathias from support emailed back in literally two minutes to fix the integration.”
“The staff are genuine people so you don't have to chat to a bot when you have questions. They are always willing, patient and thorough.”
“They just ban you without any reason. After 30 hours waiting, compliance denied our account with no explanation.”
“Can't edit workflow steps live, can't move contacts between workflows, can't save campaign templates. This tool is extremely limited and frustrating.”
“Asked for support with the system and was advised to use the AI instead of getting direct human assistance when I needed it most.”
“Tiago spoke Portuguese with great patience and helped me with navigation tasks. I felt truly welcomed through his service.”
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