specification: FinOps Framework
specificationVersion: '1.0'
schema: https://www.finops.org/framework/
provider: Omnisend
providerId: omnisend
created: '2026-05-25'
modified: '2026-05-25'
reconciled: true
tags:
  - FinOps
  - FOCUS
  - Cost Management
  - Email Marketing
  - SMS
  - Marketing Automation
description: >-
  FOCUS-aligned FinOps definition for Omnisend's ecommerce email and SMS
  marketing automation platform. Subscription pricing scales with active
  contact list; SMS, dedicated IP, and overages are usage-metered.
sources:
  - https://www.omnisend.com/pricing
  - https://www.omnisend.com/sms-pricing
  - https://api-docs.omnisend.com
alignedWith:
  framework: FinOps Foundation Framework
  frameworkUrl: https://www.finops.org/framework/
  dataSpec: FOCUS
  dataSpecVersion: '1.3'
  dataSpecUrl: https://focus.finops.org/focus-specification/v1-3/
publisherName: Omnisend
serviceCategory: Marketing and Commerce
billingModel:
  pricingCategory: Hybrid
  billingFrequency: Monthly
  billingCurrency: USD
  chargeCategories:
    - Usage
    - Purchase
    - Tax
    - Credit
    - Adjustment
  primaryUnit: contact
  secondaryUnits:
    - email
    - sms_message
    - web_push_notification
focusColumns:
  ServiceName: Omnisend Marketing Automation
  ServiceCategory: Marketing and Commerce
  ProviderName: Omnisend
  PublisherName: Omnisend
  InvoiceIssuerName: Omnisend
  PricingCategory: Hybrid
  PricingUnit: contact
  BillingCurrency: USD
meters:
  - name: active_contacts
    unit: contact
    aggregation: max
    dimensions:
      - list
      - status
      - geo
    description: Active subscribed contacts; the principal driver of subscription pricing.
  - name: emails_sent
    unit: email
    aggregation: sum
    dimensions:
      - campaign
      - workflow
      - geo
  - name: sms_messages_sent
    unit: sms_message
    aggregation: sum
    dimensions:
      - destination_country
      - campaign
      - workflow
    description: Billed per SMS at country-specific rates; volume discounts apply.
  - name: web_push_notifications
    unit: notification
    aggregation: sum
    dimensions:
      - campaign
      - workflow
  - name: dedicated_ip
    unit: month
    aggregation: count
    dimensions:
      - account
discountModels:
  - name: 3-month prepay
    discount: ~30% on Standard and Pro plans when prepaying 3 months
  - name: Annual / volume contracts
    discount: Custom; available for Pro and Enterprise customers
  - name: SMS volume tiers
    discount: SMS per-message rates decrease at higher monthly volumes (varies by destination country)
  - name: Free migration
    discount: One-time free migration from other ESPs for Standard and Pro customers
unitEconomics:
  - name: Cost per active contact
    metric: monthly_subscription_cost / active_contacts
    description: Helps benchmark whether your list size and plan are well matched.
  - name: Cost per email sent
    metric: monthly_subscription_cost / emails_sent
    description: Effective cost per delivered marketing email.
  - name: Cost per SMS
    metric: sms_spend / sms_messages_sent
    description: Country-weighted blended SMS cost.
  - name: Revenue-per-email (RPE)
    metric: attributed_revenue / emails_sent
    description: Pair with Omnisend's revenue attribution to derive marketing ROI.
principles:
  - name: Visibility
    description: Pull aggregated send and attribution metrics from the Analytics Reports and Analytics Statistics APIs into your BI / FinOps stack.
  - name: Allocation
    description: Tag campaigns, automation workflows, and segments to allocate marketing spend to brands, product lines, or geographies.
  - name: Optimization
    description: Prune dormant contacts before list-tier breaks; suppress low-engagement segments to reduce send volume without losing revenue.
  - name: Accountability
    description: Set per-campaign / per-workflow spend caps and review weekly RPE against email + SMS unit costs.
recommendations:
  - name: List hygiene
    description: Maintain regular cleansing of unengaged subscribers to avoid jumping list-size pricing tiers prematurely.
  - name: SMS targeting
    description: SMS is expensive per-message; reserve for high-intent moments (cart abandonment, VIP launches) and use email for everything else.
  - name: Prepay arbitrage
    description: 3-month prepay yields ~30% off — lock in only if your contact list size is stable.