Switching to a new email marketing platform like Omnisend is a smart move for ecommerce brands looking to boost performance without blowing the budget. But if you’re not careful, even the best migration can go sideways leading to broken automations, lost revenue, and wasted time.
At Ecommerce Boost, we’ve helped dozens of brands successfully transition to Omnisend. We’ve seen where things go wrong and more importantly, how to avoid those mistakes entirely.
Whether you’re migrating from Klaviyo, Mailchimp, or another platform, this guide will walk you through 10 common mistakes brands make when switching to Omnisend and how to do it right.
1. Not Cleaning Your List Before Importing
The Mistake:
Brands often import their entire email list including cold leads, bounces, and unsubscribes into Omnisend without any clean-up.
The Fix:
Before you migrate, scrub your list.
Remove:
- Unsubscribed contacts
- Hard bounces
- Inactive users who haven’t opened emails in 12+ months
Why it matters: Omnisend is strict about sender reputation. A messy list could trigger deliverability issues or even suspension.
2. Rebuilding Flows From Scratch (Without a Strategy)
The Mistake:
Instead of improving their current automation strategy, brands often just rebuild the same old flows they had on their previous platform.
The Fix:
Use migration as a chance to optimise.
Audit your old flows:
- What worked?
- What didn’t?
- Where were the gaps?
Then use Omnisend’s pre-built automation templates to build smarter flows like:
- SMS + email combined cart recovery
- Cross-sell automations
- Advanced winback sequences
3. Forgetting to Set Up Website Tracking
The Mistake:
Many brands forget to install the Omnisend tracking code on their website or don’t configure it properly.
The Fix:
Ensure:
- The JavaScript tracking snippet is installed on every page
- Event tracking is firing (for viewed product, added to cart, placed order)
- Shopify/WooCommerce integration is synced correctly
Without this, your automation triggers won’t fire and you’ll miss out on critical data.
4. Not Syncing SMS Consent Properly
The Mistake:
Brands importing SMS lists from other platforms forget to map consent fields correctly, which can cause legal issues or prevent SMS from sending.
The Fix:
Double-check that:
- You’ve collected opt-in consent (especially for US/CA numbers)
- Your CSV import includes a consent column
- Your SMS compliance settings in Omnisend are configured
Bonus: Omnisend offers free SMS credits on paid plans use them wisely.
5. Underutilising Omnisend’s Multichannel Power
The Mistake:
Treating Omnisend like it’s just another email platformignoring push notifications and SMS.
The Fix:
Use Omnisend’s full channel stack:
- Add SMS into abandoned cart and welcome flows
- Use push notifications for time-sensitive promos
- Trigger channel-specific messaging based on customer behaviour
Multichannel users on Omnisend see up to 47.7% higher conversions (source: Omnisend Benchmarks).
6. Skipping A/B Testing on Flows
The Mistake:
Brands often skip split-testing because they assume automation “just works.”
The Fix:
Use Omnisend’s built-in A/B testing features to:
- Test subject lines, CTA copy, or send times
- Compare discounts vs. no discounts
- Find optimal timing for post-purchase follow-ups
Tip: Always test one variable at a time for clean results.
7. Forgetting to Reconnect Forms & Popups
The Mistake:
Popups and signup forms built with external tools (like Privy or Justuno) are left pointing to the old ESP or disconnected entirely.
The Fix:
- Update form actions to point to Omnisend
- Or better yet, rebuild your popups inside Omnisend’s Forms Builder
- Set automations to trigger after sign-up (e.g., instant welcome flow)
Missed form integrations = missed revenue.
8. Not Segmenting Contacts From Day One
The Mistake:
Brands import one big list and blast every contact with the same messaging.
The Fix:
Use smart segmentation from the start:
- New subscribers vs. returning buyers
- High AOV vs. low spenders
- Location or product interest
Segmentation improves open and click rates, and reduces spam complaints.
9. Rushing the Transition Without Testing
The Mistake:
Brands go live too quickly, assuming everything will work as expected.
The Fix:
Run test sends and verify:
- All flows trigger correctly
- Dynamic product blocks populate
- Emails look great on mobile + desktop
- SMS messages are short and compliant
Soft-launch your first campaigns before pushing to your full list.
10. Going It Alone Without Expert Help
The Mistake:
Brands try to DIY everything migration, strategy, setup, flows without a guide.
The Fix:
Bring in expert help (like Ecommerce Boost 😉). We help with:
- Omnisend migration and platform setup
- Custom flow building
- Campaign design and A/B testing
- SMS and email strategy
- Performance tracking
The result: You skip the painful learning curve and start making money faster.
Bonus Tip: Audit Your Old ESP Before You Leave
Before closing your Klaviyo or Mailchimp account:
- Export open/click/conversion data
- Screenshot high-performing emails
- Review reports for learnings
- Grab your segments + tags
Then use those insights to supercharge your new Omnisend flows.
Final Thoughts: Smooth Switch = Stronger ROI
Switching to Omnisend is a big opportunity but only if you do it right.
Avoiding these 10 mistakes will ensure your migration is smooth, your emails get delivered, and your automations start driving revenue from day one.
At Ecommerce Boost, we’ve helped dozens of ecommerce brands:
- Migrate without data loss
- Rebuild better flows
- Launch high-performing email + SMS automations
If you need help with email marketing, feel free to get in touch with our team . We are a growth marketing agency that helps brands drive more revenue through email marketing. We’ve worked with over 300 brands and can help you optimize your strategies for maximum impact.
