---
title: Omnisend integration
slug: omnisend
description: How the Personizely Omnisend integration works: API key permissions, contact properties sent, tags, welcome emails, email and SMS status, and links.
docTags: 
createdAt: 2026-10-17T09:59:53.338Z
---

The Omnisend integration creates or updates Omnisend contacts when visitors sign up through Personizely widgets, subscribes their email and phone number, applies tags and can trigger Omnisend's welcome message. It also recognizes Omnisend contacts who click through from your Omnisend emails.

**Available on:** all platforms. Supports email and SMS.

## Connect Omnisend

1. In Omnisend, create an API key under **Store settings → API keys**. Give it the **Contacts** and **Events** permissions.
2. In Personizely, go to **Settings → Integrations**, find **Omnisend** and click **Connect**.
3. Paste the key in **API Key** and click **Connect**.

There's no **Mappings** dialog: fields are matched to Omnisend properties automatically.

## What's synced

The contact is matched in Omnisend by email address and phone number.

| Personizely field     | Omnisend contact field                                                                        |
| --------------------- | --------------------------------------------------------------------------------------------- |
| Email                 | Email identifier, subscribed to the email channel                                             |
| Phone                 | Phone identifier, subscribed to the SMS channel when the visitor gave SMS consent on the form |
| First name, Last name | First name, Last name                                                                         |
| Country               | Country code                                                                                  |
| Region                | State                                                                                         |
| City                  | City                                                                                          |
| Birthdate             | Birthdate                                                                                     |

Every other field that has a value, including your [Custom fields](docId\:km7iOXZLplGl8qZlK582W), the consent fields and UTM fields, is saved as a **custom property**. Property names are the Personizely field name in lowercase with spaces and symbols replaced by underscores: "Skin type" becomes `skin_type`, "UTM Source" becomes `utm_source`.

## Automation actions

Add this under **Automation → Action in → Omnisend**. It needs an email address or a phone number on the visitor's profile.

| Action                    | What it does                                                                                                                                                                | Options                                                        |
| ------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------- |
| **Add or update contact** | Creates the contact or updates the existing one, sets the email channel (and the SMS channel, if the visitor gave SMS consent on the form) to **subscribed**, and adds tags | **Tag** (one or more); **Send welcome email** (off by default) |

- **Tag** adds the tags you enter to the contact. Use them to start Omnisend automations ("Contact tagged") or build segments.
- **Send welcome email** asks Omnisend to send its welcome message to the new subscriber, on each channel being subscribed.

## Identifying Omnisend contacts

When Omnisend is connected, a link carrying the contact's ID in `omnisendContactID` identifies the visitor. Omnisend can add this parameter to the links in your campaigns; check your Omnisend link settings. Personizely loads the contact from Omnisend, links it to the visitor and copies their details. See [Identifying visitors](docId\:Q2m71k4qe54obA5WmAvBT).

## Target filters

Omnisend has no list filter in Personizely, and changes in Omnisend aren't synced back. To target subscribers, use the [Visitor fields filter](docId:8O0nDK0HiHXgMjILAg_OC) filter on the data they submitted, such as "Email is not empty" or an "SMS marketing consent" condition. For platforms with list filters, see [Email list and tag filters](docId\:bDZFefAR-ceJy5XgJmNrv).

## Gotchas

- **Single opt-in.** **Add or update contact** marks the email subscribed as soon as the form is submitted. The phone number is subscribed to SMS only when the visitor gives SMS consent on the form, with an **SMS marketing consent** or **Marketing consent - Email and SMS** checkbox.
- **No double opt-in.** If you need double opt-in, handle it with an Omnisend automation, for example one triggered by your tag.
- **API key permissions.** If contacts don't appear in Omnisend, check that the key has the **Contacts** permission. Create a new key with **Contacts** and **Events**, then disconnect and reconnect with it.
- **Property names change shape.** Custom properties use the lowercase, underscored name (`skin_type`). Renaming a custom field in Personizely creates a new property in Omnisend from then on.
- **Tags are added, never removed.**

## Examples

- **Welcome popup:** Form with Email → **Add or update contact**, tag `popup-welcome`, **Send welcome email** off. An Omnisend automation triggered by the tag sends your code.
- **SMS club:** Form with Phone and SMS terms → **Add or update contact**, tag `sms-club`.
- **Quiz segmentation:** Survey bound to "Skin type", then email Form → **Add or update contact**. An Omnisend segment on `skin_type` sends tailored recommendations.

## Related

- [Email and SMS integrations](docId\:q8l96CeLAKMNxvuIxhl7v)
- [Integrations](docId\:YweYsNdyWfChY1Z9KMneN)
- [Form element](docId:_32XhaAm6KMwlL3_ZIH25)
- [Identifying visitors](docId\:Q2m71k4qe54obA5WmAvBT)
- [Widget automations](docId\:J2UM-jhfDgQFopQlTvf_l)