From guessing to growing: How MUSS found its footing with Omnisend

Marketing that felt like guessing

“Before switching to Omnisend, our email marketing felt messy, confusing, and uncertain,” says Agnese Boroņina, Email Marketing & Content Specialist at MUSS. The brand was on Klaviyo, but much of the work felt like guesswork about what to send, how often, and what would actually have an impact. There was no real strategy underneath the decisions.

There were also practical problems. SMS wasn’t well supported in Latvia, so for a long time MUSS didn’t use it at all, missing out on that channel entirely. When they tried adding separate SMS tools, the setups got complicated, and the analytics ended up split across platforms, so there was no single view of how things were performing.

And underneath all of that sat a quieter, more corrosive issue: low open rates, no clear understanding of why, and no actionable help to fix it. Together, these frustrations were enough to push the team to start seriously weighing Klaviyo alternatives.

Why MUSS switched

The brand needed three things it wasn’t getting: SMS and email in one platform, genuine support and guidance, and a fresh start on domain and deliverability. Omnisend offered all three.

The timing was, admittedly, nerve-wracking, since MUSS migrated right before BFCM. Yet the move itself was far smoother than expected. Omnisend’s Account Executive, Rūta, walked Agnese through the entire process and even offered to handle the migration for MUSS within a few days. Agnese chose to do it herself and found it surprisingly easy: the whole switch from Klaviyo took just one day. Within a day of signing up, MUSS was ready to send campaigns and begin warming up its new domain.

The deliverability fix nobody else offered

The part Agnese calls a genuine game-changer was deliverability. Omnisend’s team reviewed MUSS’s full domain setup, checked authentication, reputation and configuration, and helped fix issues the brand didn’t even know existed, explaining everything in plain language along the way.

They surfaced insights that MUSS had never been able to get elsewhere, like how specific email providers were quietly dragging down open rates. The payoff showed up fast – a strong BFCM despite the risky migration window, and steady gains in the months that followed.

The numbers: Klaviyo vs Omnisend

The clearest way to see the difference is to put the same two months side by side — March and April 2025 on Klaviyo, versus March and April 2026 on Omnisend.

On Klaviyo across those two months in 2025, MUSS averaged a 24.7% open rate. A year later on Omnisend, that climbed to 34.8%, and revenue per recipient rose by roughly 13% over the same period, alongside an increase of about 41% on opens.

What stood out was that in the months the team emailed less often, revenue per recipient still rose noticeably between February and March. Agnese uncovered that using Omnisend’s MCP, which connects her Omnisend data to AI tools like ChatGPT, so instead of digging through dashboards she can ask questions in plain language and surface trends she wouldn’t have thought to look for.

All-in-one platform

With email, SMS, and popups finally living in one place, MUSS could build connected campaigns instead of treating every channel as its own island.

The team now uses SMS deliberately, sending it as a follow-up only to people who didn’t open an email. “It’s a smaller, more targeted audience, which keeps costs down but drives higher conversions,” Agnese explains. SMS is also moving into automations like the Abandoned Checkout, which was difficult or outright impossible with separate tools.

Not alone anymore

The biggest shift, though, has been support. Where Klaviyo left MUSS guessing, Omnisend gave them a dedicated Account Expert, Agnė, with 1:1 calls, fast responses and tailored advice rooted in the business rather than generic tips. “Omnisend doesn’t feel like just a tool — it feels like having a partner,” Agnese says.

Agnė also pushed back on a couple of habits the team had fallen into. After the BFCM warm-up, MUSS had kept emailing its entire list, and Agnė pointed out this was probably hurting engagement. They moved to engagement-based segments instead, and open and click rates went up.

Frequency was the other one. The higher BFCM sending cadence had stuck around and become their default, so they cut back, focused on quality over volume, and saw engagement improve.

What’s next

Since switching, MUSS has seen record-high open and click rates, more revenue, and better conversion. There’s also been a change that’s harder to measure: less time spent guessing and more confidence in their decisions.

The team is now working through their existing automations to improve them, building more personalized content for different segments, and using AI and Omnisend’s MCP more in their planning and analysis.

“Omnisend is much more than just a platform for us,” Agnese says. “Having email, SMS, and popups in one place, support we can rely on, and a partner that helps us grow — that combination has made a real difference, both in our results and in how we approach marketing day to day.”