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Connecting Omnisend to OuterSignal

Omnisend is an email and SMS marketing platform built for ecommerce. Once connected, you can use OuterSignal's Playbooks to send your persona and signal data straight into Omnisend, so you can build campaigns and automations around who your customers are.

Connecting Omnisend is a two-part process: you connect the account once in Settings, then use it inside a Playbook.
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Part 1: Connect your account (one-time setup)

  1. In OuterSignal, go to Settings → Integrations → Omnisend and select Connect.
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  2. A window opens asking for your Omnisend API key. Paste it in and select Connect.
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  3. The integration card flips to Connected.

You only need to do this once. You won't be asked for this key again — every Playbook that uses Omnisend pulls the credential from here automatically.
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Where to find your Omnisend API key

  1. Log in to Omnisend and open Store Settings → API → API Keys.
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  2. Select Create API key.
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  3. Name the key something you'll recognize later (e.g., "OuterSignal").

  4. Under permissions, make sure Contacts is checked — this is what allows OuterSignal to sync properties to your subscribers.
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  5. Select Create API key, then copy it immediately.

Omnisend only shows you the key once — if you close the screen without copying it, you'll need to generate a new one. Paste the key into the Omnisend connect window in OuterSignal.
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Part 2: Use it in a Playbook

  1. In OuterSignal, go to Playbooks → Create Playbook and pick the segment you want to act on.
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  2. Select Add an Action, then choose the Omnisend action — Omnisend Tag or Omnisend Custom Property, depending on what you want to happen:

    1. Pick Tag if you want this to trigger or filter something inside Omnisend (audience filters, automation entry conditions, suppression).

    2. Pick Custom Property if you want to store or display a value (personalization in email copy, keeping enrichment data on the contact record).
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  3. Configure the action:

    1. Tag action: enter the single tag to apply (e.g. os-vip). It's applied when a contact enters the segment and removed when they exit.

    2. Custom Property action: map the OuterSignal fields (persona, signals, etc.) you want sent over as Omnisend contact properties. You can set several in one action. These apply once when the trigger fires and are not cleared when the contact leaves the segment.

  4. Select Add Action → Review & Create → Create Playbook.

Once the Playbook is live, matching customers' Omnisend contact records will update with the properties you configured, so you can segment and automate on them inside Omnisend.
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Part 3: Finding your properties in Omnisend
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You don't need to create the custom property ahead of time. The first time a Playbook's Custom Property action fires, Omnisend creates the property automatically if it doesn't already exist and syncs the value.

To confirm a property is receiving data:

  1. Log in to Omnisend and go to Audience → Contacts.
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  2. Click a name to open their profile.

  3. Look for the Custom Properties section — any property synced by the Playbook will show there with its current value.

To use the property in a segment or campaign:

  • Segmenting: build an audience segment filtering on the custom property and its value.

  • Personalizing messages: use the personalization tag for the property (e.g. [[contact.custom_properties.persona]]) in email, SMS, or push copy.

FAQ

Where do I enter my API key? Always in Settings → Integrations → Omnisend — never inside a Playbook. The Playbook builder doesn't have a field for it.
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Do I need to give the API key any special permissions? Yes — make sure Contacts is checked when you create the key in Omnisend. Without it, the integration can't write properties to your subscribers.
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Can I reuse an API key I already created for another tool (like Zapier)? We'd recommend creating a dedicated key named for OuterSignal instead. It keeps permissions scoped correctly and makes it easier to tell what's using the key if you ever need to rotate or revoke it.

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