Omnisend analytics explained: Key metrics for e-commerce

Omnisend analytics is the measurement and analysis system within Omnisend’s email and SMS marketing platform that tracks campaign performance, automation workflow effectiveness, subscriber behavior, and revenue attribution for e-commerce stores. It provides metrics on email opens, clicks, conversions, and sales generated from each campaign and automation, enabling data-driven optimization of marketing efforts.

For e-commerce stores using Omnisend, understanding analytics transforms email marketing from guesswork into a systematic revenue channel. According to Omnisend’s 2024 benchmark data, stores that actively monitor campaign analytics and adjust based on performance data achieve 47% higher revenue per email compared to stores that send campaigns without analyzing results.

This comprehensive guide covers everything Omnisend users need to know about analytics:

What you’ll learn:

• Core Omnisend analytics concepts and key performance indicators

• How to navigate the Omnisend analytics dashboard and reports

• Essential metrics for email campaigns versus automation workflows

• Revenue attribution and how Omnisend tracks sales from marketing

• How to interpret analytics data and make optimization decisions

• Common analytics mistakes and how to avoid them

• Advanced analytics features for growing stores

Who this guide is for:

E-commerce store owners and marketing managers using Omnisend for email and SMS campaigns who want to understand performance metrics and optimize marketing effectiveness. No prior analytics experience required—concepts explained from fundamentals.

Time investment:

• Reading time: 10 minutes

• Exploring Omnisend analytics: 20-30 minutes

• Implementing improvements based on insights: Ongoing

Understanding Omnisend analytics fundamentals

Omnisend analytics operates differently from general website analytics like Google Analytics. While GA tracks all website visitors, Omnisend specifically measures email and SMS marketing performance—tracking opens, clicks, and purchases attributable to messages sent through the platform.

Core data categories Omnisend tracks:

Campaign performance metrics (email open rates, click rates, unsubscribe rates, bounce rates, and delivery rates for each campaign sent). Revenue and conversion data (total sales generated, number of orders, average order value from each campaign or automation). Subscriber behavior (who opened which campaigns, what links they clicked, purchase history triggered by messages). Automation workflow performance (how automated sequences like welcome series or abandoned cart emails perform over time). Comparative analytics (how current campaigns perform versus historical averages, industry benchmarks, and previous campaigns).

Where Omnisend analytics lives: All analytics are accessible within the Omnisend dashboard under Reports section. Campaign-specific metrics appear directly on each campaign card in the Campaigns list. Automation analytics are found under Automation workflows with performance data for each workflow. The Reports dashboard provides overview metrics across all campaigns and automations.

Key metrics in Omnisend analytics

Email open rate

What it measures: Percentage of delivered emails that recipients opened (opened emails divided by delivered emails).

Why it matters: Open rate indicates subject line effectiveness and sender reputation. Low open rates mean recipients don’t find your subject lines compelling or your sender reputation is declining. High open rates suggest strong audience engagement and effective subject lines.

Omnisend benchmark: E-commerce email open rates average 15-25% according to Omnisend’s industry data. Rates below 12% indicate problems requiring attention. Rates above 25% indicate strong engagement.

How to improve: Test different subject line styles (questions versus statements, urgency versus curiosity, personalization versus generic). Segment lists—send targeted messages to specific customer groups rather than one-size-fits-all campaigns. Clean list regularly by removing unengaged subscribers (improves deliverability and open rates). Monitor send time—certain times of day produce higher open rates for specific audiences.

Click-through rate (CTR)

What it measures: Percentage of delivered emails where recipients clicked at least one link (clicked emails divided by delivered emails).

Why it matters: Click rate reveals whether email content compels action. High open rate with low click rate means subject line works but content doesn’t motivate clicks. High click rate indicates engaging content and clear calls-to-action.

Omnisend benchmark: E-commerce click rates average 2-4%. Below 1.5% indicates weak content or unclear CTAs. Above 4% indicates strong engagement and effective offers.

How to improve: Simplify email design—fewer distractions, clearer primary CTA button. Use compelling product images that make people want to click. Create urgency with limited-time offers or low-stock notifications. Personalize recommendations based on browsing or purchase history. Test CTA button copy (Buy Now versus Shop Sale versus See Details).

Conversion rate

What it measures: Percentage of delivered emails that resulted in purchases (orders divided by delivered emails).

Why it matters: Conversion rate directly connects email marketing to revenue. It reveals campaign ROI—whether campaigns generate enough sales to justify sending costs and effort. Conversion rate isolates purchase effectiveness independent of traffic volume.

Omnisend benchmark: E-commerce email conversion rates average 0.3-1.0%. Promotional campaigns targeting existing customers often achieve 1-3%. Abandoned cart emails typically convert 3-8%. Welcome series emails convert 1-5%.

How to improve: Segment campaigns by customer type (new customers versus returning, high spenders versus bargain shoppers). Send relevant product recommendations based on purchase history. Time campaigns strategically (coordinate with site promotions, seasonal events, product launches). Optimize landing pages that emails link to—email gets click but landing page must convert. Test discount depths (10% off versus 20% off versus free shipping).

Revenue per email

What it measures: Average revenue generated per email sent (total revenue from campaign divided by number of emails delivered).

Why it matters: Revenue per email provides direct ROI measurement. It accounts for both conversion rate and average order value, revealing true campaign value. Comparing revenue per email across campaigns identifies most profitable campaign types.

How to calculate: Omnisend shows this automatically in campaign reports. Formula: Total sales from campaign ÷ Number of delivered emails. Example: Campaign generated $2,500 from 10,000 delivered emails = $0.25 revenue per email.

How to improve: Increase average order value through bundles, upsells, or minimum order incentives. Improve conversion rate through better targeting and offers. Segment lists to send most relevant offers to appropriate audiences. Time campaigns for maximum receptiveness (payday periods, specific days of week when your customers shop).

Unsubscribe rate

What it measures: Percentage of recipients who unsubscribed after receiving campaign (unsubscribes divided by delivered emails).

Why it matters: Unsubscribe rate indicates content relevance and email frequency tolerance. High unsubscribe rates signal problems—irrelevant content, excessive frequency, or misleading expectations set during signup. Low rates indicate audience appreciates emails.

Omnisend benchmark: Healthy unsubscribe rates stay below 0.3% per campaign. Rates consistently above 0.5% indicate problems. Above 1% requires immediate investigation and changes.

How to address high rates: Reduce email frequency if sending too often. Improve relevance through segmentation and personalization. Survey unsubscribers to understand reasons. Set clear expectations during signup about email frequency and content. Provide preference center allowing subscribers to choose email frequency rather than fully unsubscribing.

Omnisend automation analytics

Automation workflows (triggered email sequences like welcome series, abandoned cart recovery, post-purchase follow-ups) have distinct analytics compared to one-time campaigns.

Key automation metrics:

Workflow trigger rate (how many customers enter the automation based on trigger criteria). Completion rate (percentage of customers who receive all emails in sequence versus those who exit early). Revenue per workflow entry (average revenue generated per customer entering automation). Time to conversion (how long after entering workflow customers typically purchase). Email-by-email performance (which emails in sequence perform best, which underperform).

Where to find automation analytics: Omnisend → Automation → Select specific workflow → View performance data shows metrics for entire workflow and individual emails within sequence.

Optimizing automations: For abandoned cart sequences, test different discount levels in recovery emails or try urgency messaging without discounts. For welcome series, analyze which email in sequence drives most conversions and strengthen that message. For post-purchase sequences, track which product recommendations generate repeat purchases and refine recommendation logic. Monitor time delays between emails—too short feels pushy, too long loses momentum.

Revenue attribution in Omnisend

Omnisend tracks revenue attribution through pixel-based tracking and unique tracking links embedded in emails. When customer clicks email link and purchases within attribution window (typically 5 days), Omnisend credits that sale to the email campaign or automation.

How attribution works: Each email link contains unique tracking parameter. When clicked, Omnisend sets cookie in customer’s browser. If customer completes purchase within attribution window, sale is attributed to that email. Revenue appears in campaign or automation analytics report.

Attribution limitations to understand: Multi-device tracking challenges (customer clicks email on phone, purchases on desktop—may not attribute correctly). Cross-platform attribution gaps (Omnisend doesn’t see other marketing touches like Google ads customer clicked before purchase). Cookie deletion or blocking affects attribution accuracy. Multiple email touches—customer receives three campaigns before purchasing, attribution goes to most recent click.

Comparing Omnisend revenue to Shopify/WooCommerce: Omnisend-attributed revenue typically represents 20-40% of total store revenue for active email marketers. This doesn’t mean email only drives that percentage—attribution is imperfect. Many purchases influenced by email don’t get credited due to technical limitations. Use Omnisend revenue as directional indicator of email impact, not absolute truth.

Reading Omnisend analytics reports efficiently

Daily check (2-3 minutes): Open Omnisend → Reports dashboard. Check recent campaign performance (last 24-48 hours). Note open rates, click rates, and revenue for campaigns sent recently. Check automation workflows for any significant drops in performance. Look for anomalies (sudden spike in unsubscribes, dramatic drop in open rates).

Weekly review (15-20 minutes): Compare this week’s campaign performance to last week. Identify best-performing campaign (highest revenue, best engagement)—what made it work? Identify worst-performing campaign—what went wrong? Review automation workflow metrics for trends. Plan next week’s campaigns based on insights.

Monthly deep dive (45-60 minutes): Analyze monthly trends across all metrics. Calculate average open rate, click rate, conversion rate for month. Compare to previous month and same month last year. Identify seasonal patterns. Review subscriber growth and list health (engagement rates, deliverability). Calculate overall email marketing ROI (revenue from email versus Omnisend subscription cost). Plan optimization priorities for next month.

Common Omnisend analytics mistakes

Mistake 1: Obsessing over open rates while ignoring revenue. Open rate measures subject line effectiveness but doesn’t indicate profitability. Campaign with 35% open rate but $100 revenue is worse than campaign with 18% open rate and $800 revenue. Prioritize revenue and conversion metrics over engagement metrics.

Mistake 2: Not segmenting analytics by customer type. Overall campaign metrics hide important patterns. Campaign might have 2% overall conversion but 8% conversion among repeat customers and 0.5% among new subscribers. Segment analytics to understand which audiences respond to which messages.

Mistake 3: Comparing email metrics to website metrics. Email open rates and website conversion rates measure different things. Don’t expect email click rates to match website conversion rates. Email engages existing audience, website attracts cold traffic. Metrics aren’t directly comparable.

Mistake 4: Ignoring automation analytics. Many stores focus exclusively on campaign metrics and neglect automation performance. Automations often generate 30-50% of email revenue with minimal ongoing effort. Review automation analytics monthly minimum to ensure workflows still perform effectively.

Mistake 5: Not tracking metrics over time. Single campaign metrics mean little without context. 3% conversion rate—is that good? Depends on your historical average, product type, and campaign timing. Track metrics month-over-month and year-over-year to identify real trends versus noise.

Advanced Omnisend analytics features

Segment performance reporting: Omnisend allows creating segments (customer groups based on behavior, location, purchase history) and viewing campaign performance by segment. Access via Audience → Segments → Select segment → View campaign performance shows how specific customer groups respond to campaigns.

Product performance analytics: For stores with many products, Omnisend tracks which products get clicked in emails and which drive revenue. Helps identify which product categories to feature prominently in campaigns. Access via Reports → Products shows top-performing products in email campaigns.

Geographic analytics: View campaign performance by subscriber country or region. Useful for international stores to tailor send times and offers by geography. Access via Reports → Locations.

Device analytics: See whether subscribers engage more on mobile or desktop. Mobile-dominant audiences require mobile-optimized email design. Access via campaign report → Devices breakdown.

Integrating Omnisend analytics with store analytics

Omnisend analytics work best combined with e-commerce platform analytics (Shopify, WooCommerce) and website analytics (Google Analytics). Each system provides different perspective on customer journey.

Omnisend shows: Email marketing performance, automation effectiveness, subscriber behavior within emails, email-attributed revenue.

Shopify/WooCommerce shows: Total store revenue (all sources), product performance across channels, customer lifetime value, full order details.

Google Analytics shows: Website traffic sources, on-site behavior, multi-channel attribution, conversion funnel analysis.

Use all three together: Omnisend for email optimization decisions, store analytics for overall business health, Google Analytics for understanding full customer journey across channels.

Using Omnisend analytics effectively

Omnisend analytics provides comprehensive email marketing performance data. The metrics covered—open rates, click rates, conversion rates, revenue per email, and automation performance—give complete visibility into email marketing effectiveness.

Start with essentials: Focus on five core metrics for 30 days: open rate, click rate, conversion rate, revenue per email, unsubscribe rate. Review these after every campaign. Track trends weekly. Optimize based on patterns identified.

Use data to make decisions: Analytics are worthless without action. Each weekly review should generate one specific improvement to test (different subject line style, new segmentation approach, adjusted automation timing, revised offer strategy).

Combine with other analytics: Don’t rely solely on Omnisend data. Cross-reference with store analytics to understand email’s role in overall revenue. Use multiple data sources for complete picture.

Looking for consolidated analytics? Some tools combine email platform data with store analytics, delivering unified metrics across channels for easier monitoring and decision-making.

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