Omnisend AI
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The work centers on advanced segmentation, automation systems, cohesive storytelling, premium visual direction, and long-term brand loyalty – all while creating email experiences that feel aligned with the brand rather than purely promotional.
Why Omnisend
EditStudio came to Omnisend while researching CRM and retention platforms for Shopify brands. They tested several solutions, but one stood out.
“Omnisend immediately stood out because it felt much more ecommerce-focused and operationally intuitive,” Federico says. The Shopify integration was smooth, the automation builder was clear, and the platform felt designed for teams that need to move fast without overcomplicating processes.
The onboarding through the Omnisend Partner Program reinforced that first impression. Federico describes the team as available, responsive, and genuinely collaborative from the start. This made adoption easier both for the agency and for the brands they manage.
“Having fast support and open communication is extremely important when managing high-volume ecommerce brands,” Federico says.
White Mood: Retention with a premium feel
One of the clearest examples of that approach is White Mood, an Italian fashion retailer with a strong ecommerce presence and physical stores. The brand already had solid acquisition performance and a highly engaged community, but there was a major opportunity to improve customer lifecycle management and increase repeat purchases through a more advanced CRM ecosystem.
The goal was to increase retention and repeat purchase rate, improve abandoned cart recovery, build stronger segmentation, reduce dependency on paid acquisition, and strengthen loyalty over time. Underpinning all of it was a brand-perception goal – making email feel less promotional and more integrated into the White Mood customer experience.
EditStudio built a complete automation structure combining email, SMS, segmentation, and behavioral flows tied directly to the ecommerce experience: advanced welcome journeys across email and SMS, browse abandonment automations, multi-step cart recovery, post-purchase nurturing, VIP segmentation and loyalty communication, product drop and collection launch automations, and cross-sell and upsell flows based on purchase history.
The welcome flow shows what that looks like in practice.
Triggered the moment someone subscribes through a signup form, it has moved 42.4K contacts through the journey, with 35.9K completing it – and a notable share exiting early for the best possible reason: they placed an order.
The welcome emails post a 51.7% open rate and an 8% click rate, and the flow has generated €477.2K in revenue on its own.
The most effective piece was the orchestration between acquisition and retention. “Users coming from Meta Ads campaigns didn’t simply enter a generic newsletter list,” Federico explains, “but highly personalized Omnisend flows built around customer intent, product categories, browsing behavior, and purchase stage.” Paid media, ecommerce experience, email, and SMS worked as a single ecosystem rather than separate channels.
One of the highest-ROI channels
Omnisend quickly became one of the highest-ROI channels within White Mood’s ecommerce ecosystem, supporting a fashion brand generating multi-million-euro annual online revenue.
The cart recovery work tells the story most clearly:
- The primary cart abandonment flow, sending its first email an hour after a customer adds to cart, has driven €1.3M in revenue across 884.5K sends, with a 44.3% open rate and a 4.9% click rate
- A second, checkout-triggered recovery flow adds another €693.4K and posts even higher engagement, with a 47.7% open rate and a 5.7% click rate
Across the broader automation set, the results showed up as strong, consistent engagement: open rates above 44% on the recovery flows and over 51% on the welcome journey, well ahead of typical ecommerce benchmarks.
The headline outcome, though, was strategic rather than a single metric: reducing the brand’s dependency on paid acquisition by strengthening owned channels and customer loyalty over time.
Where it’s heading
Federico sees Omnisend becoming an even more strategic part of EditStudio’s ecommerce ecosystem as brands focus on profitability, retention, and first-party data. He’s especially interested in AI-driven personalization and predictive customer journeys, and in the integration between AI-generated content production and CRM systems.
His advice to other brands reflects the philosophy EditStudio runs on. “One of the biggest mistakes brands make is treating email marketing only as a sales tool,” he says. “The real value comes from building a long-term relationship with customers.” The brands that perform best, in his experience, are the ones that create consistency across every touchpoint, and that’s exactly the kind of work the partnership is built to support.
