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Sendlane vs Omnisend: The ultimate comparison for 2024

By Stacy Kimbell

Last update: December 7, 2023

Sendlane and Omnisend are two of the most popular email marketing giants. Their automation, segmentation, and analytics features help ecommerce businesses grow sales and customer loyalty. 

But which one is better for your needs? How do they compare pricing, functionality, ease of use, and customer support? 

This article will provide an in-depth and unbiased comparison of Sendlane vs Omnisend for 2024. By the end, you’ll have a clear idea of which tool is the best fit for your business. 

Buckle up, and let’s settle this Sendlane vs Omnisend debate once and for all.

Sendlane vs Omnisend: Quick overview

Sendlane and Omnisend have both been in the email marketing space for years. Sendlane was founded in 2013, while Omnisend was established in 2014. 

Omnisend has earned a stellar 4.8-star rating from over 5,300 reviews in the Shopify app store. This is a true reflection of its widespread acclaim. On the other hand, Sendlane has just a single review as of now. This highlights a potentially limited user feedback pool. 

Still, the number of reviews doesn’t necessarily reflect the quality of the service. The best way to compare them is to look at their specific capabilities and how they match your needs.

In the table below, let us examine how Sendlane vs Omnisend stack up across various vital features.

Ease of signing up
Very easy
Intuitive email builder
Modern-looking email templates
Unique coupon codes
Email personalization
Pre-built automated workflows
Modern-looking signup forms
Landing page builder
Signup form/landing page analytics
Customer segmentation
Robust email campaign analytics
Customer support 24/7
Yes, for all customers
Yes, for all customers
Seamless integrations with ecommerce platforms
Compatibility with other marketing channels
Generative AI tools

As this table shows, Sendlane and Omnisend have similar core email marketing capabilities. But Omnisend pulls ahead in certain areas like built-in landing pages and unique coupon codes. 

In the next section, we’ll do a deep dive into all the key features these tools have to offer. Will it be Sendlane or Omnisend that emerges as the winner? Let’s find out. 

Sendlane vs Omnisend comparison: Feature by feature

In our comprehensive analysis of Omnisend vs Sendlane, we’ll be focusing on:

  • Ease of getting started 
  • Building an email campaign
  • Marketing automation
  • Signup forms and landing pages
  • Segmentation
  • Analytics
  • Customer support
  • Integrations
  • Compatibility with other marketing tools
  • Generative AI tools

For your convenience, we provide a clear verdict on which platform wins in each category. These quick takeaways allow you to quickly see which tool performs better on critical email marketing features.

Let’s begin. 

Ease of getting started

Sendlane and Omnisend make it relatively easy to get started with email marketing. However, there are some minor differences in their approach.

Omnisend offers an exceptionally smooth signup process without requiring credit card information. Meanwhile, Sendlane pushes visitors towards booking a demo upfront. You can still sign up for a free trial without immediately providing credit card details. However, the option for a credit-card-free trial isn’t quite as prominent.

Sendlane has a clear and modern interface with a logical structure and plenty of information. Omnisend is also user-friendly and attractive, with simple and intuitive menus and buttons. 

Whether you opt for Omnisend or Sendlane, both make it easy to change the sender’s email address, verify your account, and perform other necessary setup functions.

Who wins?

First round ends up in a tie.

It's a tie

Building an email campaign

Omnisend and Sendlane make email campaign creation an easy and efficient process. They both have intuitive email wizards that allow you to:

  • Name your campaign
  • Add a preheader
  • Choose a template (or build from scratch)
  • Customize content with drag-and-drop elements

Sendlane has 50+ modern templates and handy notifications if you skip the required steps when setting up a campaign.  Omnisend shines with 250+ templates across various themes. It also boasts automatic styling from saved brand assets. 

Neither platform offers a stock image library. However, Omnisend lets you align elements more precisely. It also allows you to pull product images and descriptions from your store. This feature helps you save a lot of time and avoid manual repetitive work.

Meanwhile, in Sendlane, we found it challenging to align elements after deleting some images. The product content block was also only available for Shopify users and wasn’t very user-friendly.

Regarding email types, both platforms support regular campaigns, A/B testing, and automations. 

These two platforms also support email personalization. You can use merge tags to insert the recipient’s name, order details, and other dynamic content into your emails. However, Omnisend has more options for personalization, thanks to its Product Recommender.

For unique features, Sendlane allows multiple layouts in one email. As for Omnisend, it offers:

  • Custom discount codes
  • Product Picker and Recommender
  • Campaign Booster for re-engaging non-openers.
Winner: Sendlane or Omnisend?

Omnisend wins this round. It has a versatile builder with more templates, personalization options, and unique features.


Marketing automation

Sendlane and Omnisend offer powerful and user-friendly marketing automation features for ecommerce businesses. They allow you to create personalized and targeted campaigns based on various triggers, conditions, and actions.

Regarding prebuilt workflows, Sendlane offers nine that cover the most common ecommerce scenarios. These workflows include:

  • Customer win-back
  • Product recommendation
  • Browse abandonment
  • Welcome series
  • Reviews

Omnisend offers 30 ready-to-go workflows that include more options and channels. 

You can easily customize and launch these workflows with a few clicks. Alternatively, you can create your own from scratch.

When it comes to integrating other marketing channels, both tools combine email and SMS in automations. However, Omnisend goes a step further by incorporating push notifications in its workflows.

What about split-testing email campaigns? You won’t go wrong with either Omnisend or Sendlane. However, while Omnisend supports A/B testing for email campaigns and automations, Sendlane offers multivariate-testing. You can test up to four variables with Sendlane against Omnisend’s two. 

Sendlane or Omnisend: Which one offers better marketing automation?

In this almost too-close-to-call Omnisend vs Sendlane round, Omnisend wins. Both platforms offer powerful features and an extended list of triggers for automation. However, from the user perspective, one with more prebuilt workflows wins. Omnisend offers more ready workflows and integration of multiple marketing channels.


Signup forms and landing pages

Both Sendlane and Omnisend offer signup forms to capture leads and grow your email list. Yet, Omnisend has a clear advantage here, as it provides a much larger and more diverse library of prebuilt signup forms than Sendlane.

While Sendlane only has inline, popup, and banner forms, Omnisend has 100+ form designs, including:

  • Multistep popups
  • Gamified Wheel of Fortune
  • Occasion-ready forms with timers
  • Embedded forms

Omnisend’s forms also look more modern and are easier to customize to your brand colors and style. In fact, saving your brand assets automatically styles your forms and emails. 

Sendlane’s forms are flexible regarding changing the text and colors, but not so much in terms of the layout. 

Moreover, Sendlane doesn’t offer landing pages, which are essential for creating high-converting campaigns. Conversely, Omnisend has eight ready-to-use landing pages and a wizard to create custom ones.

Both tools provide analytics of the signup form performance, such as:

  • Impressions
  • Submissions
  • Conversion rate

Omnisend also provides demographic and location insights.

For managing subscriber lists, the two platforms provide a good user experience.

Sendlane conveniently puts all lists, segments, and data imports under the menu “Audience.” Omnisend offers effortless list management with behavior tags, filters, and a list-cleaning service to remove stale contacts.

One drawback of Sendlane is that their forms can’t be automatically published. This isn’t an issue with Omnisend. However, Omnisend lacks landing pages with the checkout function.  

Who has the best feature for signup forms and landing pages?

Omnisend wins this round by a landslide. It offers more signup form options, landing pages, and easier publishing than Sendlane.



While Sendlane offers good segmentation possibilities, Omnisend provides powerful segmentation. Indeed, it has a clear edge over Sendlane regarding the number, variety, and ease of use of segmentation options.

Omnisend provides 30 prebuilt ecommerce segments for immediate use. It also offers unlimited segmentation, regardless of the pricing plan. Conversely, Sendlane lacks ready-to-go audiences, so you must create them from scratch.

In terms of segment options, Sendlane allows you to segment by:

  • List
  • Contact tag
  • Custom fields
  • Contact properties
  • Engagement and activity
  • Participation in automation

Omnisend, on the other hand,  provides six segmentation options. These can be combined within a single segment with any number of filters. They are:

  • Channels
  • Shopping behavior
  • Email campaign activity
  • SMS campaign activity
  • Web browsing activity 
  • Contact properties

Sendlane offers lifetime value targeting, an option Omnisend lacks in favor of customer journey stage segmentation. For its part, Sendlane lacks some on-site behavior filters crucial for ecommerce. These include browse abandonment and cart abandonment.

Who has better segmentation: Sendlane or Omnisend?

Once again, Omnisend clinches this round. It offers both prebuilt and customizable segments and has powerful filtering capabilities.



You can’t go wrong with either Sendlane or Omnisend regarding email analytics.

Both offer robust features to help you measure the performance and impact of your email marketing campaigns and automations.

Sendlane lets you see your attributed revenue from email campaigns and automations, and:

  • Contact list growth
  • Signup form performance
  • Email health metrics
  • Email providers
  • Devices

While Sendlane provides a clear and intuitive dashboard for analytics, Omnisend goes a step further by offering advanced and deliverability reports. It features a click map report showing where your subscribers click on your emails. Sendlane doesn’t have this feature.

Omnisend also has real-time analytics and trend scales to track your campaigns and automations in detail. However, it’s missing a geo-location report and advanced report data older than 18 months.

Sendlane vs. Omnisend: Which is the winner?

Omnisend has a slight edge over Sendlane. It offers more data and insights to optimize your email marketing strategy.


Customer support

When it comes to customer support, Sendlane and Omnisend offer 24/7 support for all customers. This includes live chat and email support as neither tool offers call support. 

With Sendlane, you get quick, responsive, and efficient support, plus assisted onboarding support. Enterprise and Enterprise Plus users also get:

  • White-glove, custom onboarding
  • Dedicated customer success managers
  • Personal Slack channel for quick collaboration
  • Monthly program reviews

Meanwhile, Omnisend boasts an award-winning support team with a sub-3 minute median first response time. It also offers a dedicated customer success manager and personalized migration support for users with more than $400/month plans.

For self-service help, Sendlane offers:

  • Blog
  • Ebooks
  • Training videos
  • Automation demos
  • Events and webinars
  • Courses on ecommerce email strategy 

Similarly, Omnisend has a rich knowledge base of:

  • Blog
  • Ebooks
  • Reports
  • Podcasts
  • Video tutorials
  • Tools hub with AI tools and more
Which tool offers better customer support?

It’s a tie for this Sendlane vs Omnisend round as both tools have great customer support. Omnisend’s is fast and award-winning, and Sendlane’s is slightly more personalized.

It's a tie


Omnisend and Sendlane both offer a range of integrations with other apps and tools.

In terms of numbers, Omnisend leads with 140+ app integrations. Sendlane connects with less than 100.

Sendlane supports ecommerce integrations with BigCommerce, WooCommerce, Shopify, and Shopify Plus. Omnisend covers these platforms with deep native integration, and even more, including:

  • Wix
  • Magento
  • OpenCart
  • nopCommerce
  • Shoplazza

Moreover, Omnisend offers a unique integration with Buy with Prime. It allows you to recapture shoppers via strategic abandoned checkout email automations. Sendlane doesn’t have this integration.

Both platforms do have a native integration with Zapier. This allows users to connect with thousands of other apps easily.

Sendlane vs. Omnisend: Who wins in integrations?

Omnisend wins this round based on its vast app integration list. Its integrations are simply more diverse than Sendlane’s.


Compatibility with other marketing channels

Curious how Sendlane vs Omnisend compares when it comes to orchestrating multichannel campaigns?

Both platforms are compatible with marketing channels like SMS, Facebook, and Google Ads.

In fact, Omnisend supports all country codes for SMS sending, which is excellent if you have a global audience. Sendlane’s SMS marketing is only available for US and Canada numbers.

Omnisend also supports web push notifications, which is currently unavailable with Sendlane.

Omnisend’s integrated approach empowers more complex abandoned cart retargeting across channels. It also has a good number of prebuilt email+SMS campaigns that are ready for immediate launch.

Who wins in compatibility with multiple marketing channels?

The win in this Omnisend vs Sendlane round goes to Omnisend. Its approach to multichannel marketing is more comprehensive and flexible. 


Generative AI tools

Sendlane currently lacks any AI assistance. However, Omnisend offers several tools to help create more effective campaigns. These include:

  • AI subject line generator
  • AI text assistant for Omnisend’s email builder
  • AI-assisted customer lifecycle segmentation

These tools are conveniently built into existing workflow creation for campaigns and automation. 

Granted, AI is still relatively nascent in email marketing. But Omnisend is pushing the boundaries here with both text generation and deeper insights on subscribers. This provides efficiency gains in campaign ideation and creation. Sendlane has some catching up to do on this emerging front.

Sendlane or Omnisend: Which one offers better generative AI tools?

Omnisend dominates the AI category. Sendlane trails significantly, lacking any AI features so far. 


Price Comparison

Price is one of the most important factors when choosing an email marketing platform. 

How do Sendlane vs Omnisend compare regarding the pricing? 

Free plans comparison

One of the main differences between Sendlane and Omnisend is the availability of a free plan. 

While Omnisend provides a forever-free tier, Sendlane doesn’t offer a free plan. Instead, it has a 14-day free trial that’s limited to 100 contacts and 500 email sends. SMS isn’t included in the free trial. 

Meanwhile, Omnisend’s free plan users enjoy an unlimited contact list size, as well as access to all paid plan features. The only limitation is that they can only reach 250 contacts per month with up to:

  • 500 emails
  • 60 SMS
  • 500 push notifications

Microbusinesses and early-stage ecommerce brands can benefit from Omnisend without paying initially. Its free plan’s limits allow thorough testing of capabilities before needing to upgrade. Conversely, Sendlane’s two-week trial period doesn’t give as much leeway. 

Paid plans comparison

Both Sendlane and Omnisend offer three pricing plans for different levels of email marketing needs. However, they have different ways of calculating the price and offering features.

Omnisend’s plans are Free, Standard, and Pro. Sendlane’s are Professional, Enterprise, and Enterprise Plus.  

Sendlane offers unlimited contacts, while Omnisend offers unlimited emails on its Pro plan. Its pricing is tied to the number of subscribers you have.

Sendlane limits the email sends on all its plans as its pricing model is based on sends. This means that Omnisend can be more cost-effective for high-volume senders who want to maximize their email campaigns.

Here’s a quick Sendlane vs Omnisend’s monthly email plan price comparison:

No. of emails
No. of emails
Sendlane Professional
Sendlane Enterprise
Sendlane Enterprise Plus
No. of subscribers
Omnisend Standard
Omnisend Pro
Up to 500
Up to 1,000
Up to 5,000
Up to 10,000
Up to 50,000
Up to 100,000

Sendlane’s volume tiers, based on email sends, is ideal for users who send frequent and large campaigns. But Omnisend also provides such users great value for their money with the Pro plan, which features unlimited emails. 

Omnisend offers a lower entry point and better value than Sendlane. You can get the Pro plan for as low as $59, while Sendlane’s Enterprise plans start at $1,350 per month.

Omnisend also beats Sendlane on email sends. 

You can reach 5,000 contacts with 60,000 emails for only $81 on the Standard plan, or 125,000 contacts with 1.5 million emails for $1,196. Sendlane charges more ($100 and $1,350, respectively) for the same amount of emails. 

Both platforms also offer SMS credits. But while Omnisend Pro users get free monthly SMS credits worth the price of their plan, Sendlane users must buy theirs separately.

So, who’s the winner of this Sendlane vs Omnisend pricing showdown?

Omnisend. It compares better for nurturing subscriber growth and is the better choice for businesses seeking scalability without compromising on features.

Summary: Which one wins?

Let’s recap Sendlane vs Omnisend’s key attributes and pricing before revealing the winner:





50,000 emails – $100

100,000 emails – $200

200,000 emails – $300

500,000 emails – $600

1,500,000 emails – $1,350

8,000,000 emails – $4,000

500 subscribers – $16

1,000 subscribers – $20

5,000 subscribers – $81

10,000 subscribers – $132

50,000 subscribers – $413

100,000 subscribers – $900

Features you can get for free

– 14-day trial

– Unlimited contact list size 

– Reach up to 250 contacts/month

– Send up to 500 emails/month; 500 web push notifications; 60 free SMS

– All features on Omnisend without any limitations


– Very good automation features

– Good onboarding

– Good email + SMS features

– 2-way SMS communication

– Good segmentation and contact management

– Good support

– Robust automation

– Advanced analytics

– Beautiful signups forms

– Gamification in signup forms

– Unique coupon codes

– Modern-looking newsletters

– Email+SMS marketing


– Expensive

– No signup form library

– No landing pages

– No prebuilt segments

– Doesn’t provide a geo-location report

– More expensive than generic email marketing tools

Recommended for

– Mid-size ecommerce businesses

– Ecommerce stores of all sizes, both beginners and advanced users

Not recommended for

– Small businesses with tight budgets

– Bloggers

– NGOs and other non-profit organizations

– Solopreneurs

– Bloggers

– Governmental and non-governmental organizations

Sendlane vs Omnisend: which one’s the ultimate winner? 

Both tools offer powerful features for email marketing, automation, and personalization. 

However, Omnisend offers more in the way of built-in landing pages, AI tools, and automated workflows. On its part, Sendlane offers unique layout flexibility and lifetime value targeting that some established brands may prefer. 

Fortunately, you can try both tools for free and see which one suits your needs better. 

Ultimately, the best choice depends on your goals, budget, and preferences. From where we stand, however, Omnisend simply provides better performance and greater value for your money. 

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Our team strives to be accurate and unbiased in reviewing email tools. However, we recognize that mistakes can happen, and it’s essential for us to stay up to date. If you come across any errors or things that need to be reviewed again, please let us know.

Stacy Kimbell
Stacy Kimbell
Co-founder & Chief Editor
Stacy Kimbell has nine years of experience in email marketing. She's worked with different email platforms and created many successful email campaigns for online and offline, well-established as well as family businesses. Stacy is excited to share her expertise with readers.