Omnisend automation reports: Measuring workflow success

Omnisend automation reports track the performance of triggered email sequences—workflows that send automatically based on customer actions like cart abandonment, welcome series for new subscribers, browse abandonment, and post-purchase follow-ups. These reports show how effectively automations convert subscribers to customers, which emails in sequences perform best, and where customers drop off in multi-email workflows.

Understanding automation reports is critical because automations typically generate 40-60% of email marketing revenue for e-commerce stores while requiring minimal ongoing effort once set up. This guide explains how to read Omnisend automation reports and optimize based on data.

Accessing automation reports in Omnisend

Navigate to Automation in Omnisend sidebar. You’ll see list of all active workflows. Each workflow card shows summary metrics: emails sent last 30 days, revenue generated, and orders attributed. Click any workflow to view detailed performance report.

Key metrics in automation reports

Emails sent: Total number of workflow emails delivered to customers who triggered the automation. Shows workflow volume. Low send count suggests either few customers trigger the automation (check trigger conditions) or workflow is paused.

Revenue generated: Total sales attributed to this automation within attribution window (typically 5 days after click). Revenue comes from customers who clicked automation email and purchased.

Orders: Number of completed purchases attributed to automation. Divide revenue by orders to get average order value from this automation.

Conversion rate: Percentage of automation recipients who purchased (orders ÷ emails sent × 100). Higher conversion rates indicate workflow effectively persuades customers to buy.

Open rate: Percentage of delivered emails opened. Measures subject line effectiveness and customer engagement with automated messages.

Click rate: Percentage of delivered emails where recipient clicked at least one link. Indicates content relevance and CTA effectiveness.

Revenue per recipient: Average revenue generated per person entering workflow (total revenue ÷ emails sent). Useful for comparing automation profitability. Higher revenue per recipient justifies more complex workflows.

Understanding individual email performance within workflows

Most workflows contain multiple emails (abandoned cart series has 3-4 emails, welcome series has 3-5 emails). Omnisend shows performance for each email individually.

Click workflow → View individual email metrics. Each email shows: send count (how many reached this step), open rate, click rate, revenue generated, and orders from this specific email.

What to look for: Which email in sequence generates most revenue (often email 2 or 3 performs best as urgency builds). Where customers drop off (if email 1 has 1,000 sends but email 2 has only 200, most customers exited after first email). Performance degradation (if email 4 has much lower engagement than email 3, consider ending workflow at 3 emails). Time delay effectiveness (does 24-hour delay work better than 48-hour delay between emails).

Most important automations to track

Abandoned cart automation: Typically highest revenue generator. Benchmark: 5-15% conversion rate, $15-50 revenue per email sent. If below 5% conversion, improve discount offers, strengthen urgency messaging, or check cart total threshold (don’t trigger for $10 carts).

Welcome series: Introduces new subscribers to brand. Benchmark: 1-5% conversion rate, $2-10 revenue per email. First email usually performs best (highest engagement). Use to drive first purchase with new customer discount.

Browse abandonment: Targets customers who viewed products without adding to cart. Benchmark: 0.5-3% conversion rate, $1-5 revenue per email. Lower than abandoned cart because lower intent.

Post-purchase series: Thank you emails, review requests, replenishment reminders. Benchmark varies widely. Focus on repeat purchase rate and customer lifetime value increase rather than immediate revenue.

Win-back campaigns: Re-engage dormant customers. Benchmark: 0.5-2% conversion rate, $3-15 revenue per email. Effective for bringing back previously engaged customers.

Optimizing automations based on reports

Low send volume fix: If automation sends too few emails, check trigger conditions. Abandoned cart not triggering? Ensure Omnisend tracking is installed correctly on cart page. Welcome series low volume? Increase lead generation efforts.

Low conversion fix: If sends are high but conversion low, strengthen offers (test discount levels for abandoned cart). Improve timing (shorten delays between emails to maintain urgency). Better targeting (exclude recent purchasers from browse abandonment to avoid annoying existing customers).

Email sequence optimization: If email 3 generates more revenue than email 1 or 2, consider strengthening earlier emails with better offers. If email 4+ shows declining engagement, remove from workflow—customers who haven’t converted by email 3 likely won’t convert.

Subject line testing: Test different subject lines for first email in workflow (impacts open rate significantly). Urgency (Your cart expires soon) versus curiosity (We saved something for you) versus direct (Complete your purchase).

Comparing automation performance to campaigns

In Reports → Overview, compare automation revenue to campaign revenue. Healthy ratio: 60% automation revenue, 40% campaign revenue. If automation revenue is below 30%, you’re underutilizing automated workflows—implement missing automations or optimize existing ones.

Automations provide better ROI than campaigns because they require one-time setup versus ongoing campaign creation effort. Hour spent optimizing automation pays dividends indefinitely. Hour spent creating campaign generates one-time revenue.

Monthly automation review checklist

Set calendar reminder first Monday of each month: Review automation revenue for last 30 days. Compare to previous month (trending up or down?). Check conversion rates for each workflow (any significant drops requiring investigation?). Review email-by-email performance (any obvious underperformers to fix or remove?). Test one change per month (new subject line, adjusted discount, different timing).

Time investment: 20 minutes monthly. Impact: Automation optimization often increases email marketing revenue 20-40% through small iterative improvements.

Using Omnisend automation reports effectively

Omnisend automation reports provide clear visibility into automated workflow performance. Key metrics—conversion rate, revenue per recipient, and email-by-email performance—guide optimization decisions.

Focus on high-value automations first (abandoned cart typically drives most revenue). Review monthly minimum. Test one improvement per month rather than overhauling everything simultaneously. Automation optimization compounds—small monthly improvements accumulate into significant revenue increases over time.

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