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Trading clutter for clarity
CoinGate Gift Cards started their email marketing program on Klaviyo, but by mid-2025, the fit had stopped making sense. They were paying for features they didn’t use, navigating a platform that felt heavier than their day-to-day work required, and watching the bill climb regardless.
“The primary factor was pricing, and we weren’t using many of the features there. We needed a simpler, less cluttered tool,” says Viktorija Dvariškytė, Digital Marketing Manager at CoinGate Gift Cards.
The team weighed several Klaviyo alternatives before landing on one that matched how they actually worked. In July 2025, they switched to Omnisend. The migration itself was, in Viktorija’s words, fast and smooth — an important detail for a marketing team that doesn’t have the luxury of pausing campaigns while a new platform gets set up.
Campaigns and automations, working in tandem
CoinGate Gift Cards’ audience is global and varied: crypto-natives, gamers, gift-buyers, casual shoppers from dozens of countries. The team segments by both interest and engagement level, then tailors campaigns accordingly.
The strategy runs on two tracks that feed each other:
- Campaigns — seasonal promotions, discounts, giveaways — drive spikes in attention and pull users back to the platform
- Automations — welcome series, abandoned cart, browse abandonment, post-purchase — do the always-on work in the background
“Campaigns help re-engage users and bring them back into the funnel, and automations then guide them toward conversion, ensuring a consistent, relevant experience across the customer journey,” Viktorija explains.
Because gift card shoppers rarely buy on their first visit, staying top of mind matters.
The team leans on promo codes, giveaways, and a mix of content — product highlights, light educational pieces, inspiration — to keep the relationship warm even when users aren’t ready to convert.
Send-time optimization is a constant puzzle for a global audience, but analyzing when users actually open and buy has helped sharpen the timing.
75–80% open rates on follow-up campaigns
The numbers tell the rest. The team’s follow-up campaigns, especially those carrying extended discounts, consistently land 75–80% open rates. This kind of performance comes from a clean list and a sharply segmented audience.
Omnisend team helped on the list-hygiene side too: a cleanup early on let the team focus on genuinely engaged users, lifting open and click rates across the board.
Some of the strongest performers are the campaigns the team takes the most pride in: Halloween and Christmas designs that go above and beyond the usual template, weekly specials with reliably strong opens, and gaming newsletters that have built a loyal, anticipatory audience. Across the board, email conversion rates have climbed roughly 25–30% after migrating to Omnisend.
Automations punch above their weight, too. “What we like is that in automations we sometimes see even higher open rates than in campaigns,” Viktorija notes. “Automations are also easy to set up, and for ecommerce businesses, Omnisend has plenty of options available.”
A platform that matches the way they work
When asked why Omnisend turned out to be the right fit, Viktorija points to the balance.
“It allows us to quickly set up campaigns and automations, segment our audience, and optimize performance without too much complexity. The account manager Agnė, technical support, and customer support are fast and very helpful, which makes it easier to manage and improve our email marketing.”
Looking ahead, the team plans to push further on personalization and segmentation, and to keep testing new content formats and offers. The tool, finally, is no longer the thing in the way.
