> How Omnisend works: the omnisendContactID cookie, EU and US data processing, GDPR and ePrivacy consent rules for email and SMS, and staying compliant. > > Canonical: https://www.flowconsent.com/en/services/marketing/omnisend-email-marketing-sms Marketing # Omnisend Email Marketing & SMS Marketing · [Official website](https://apps.shopify.com/omnisend) Omnisend is an ecommerce email and SMS marketing platform. Its web snippet sets first party cookies such as omnisendContactID and tracks browsing, carts, and signups, linking them to contact profiles. Data is processed in the European Union and the United States, and the tracking is used for marketing, so prior consent is required under the GDPR and the ePrivacy Directive. [Block Omnisend Email Marketing & SMS until consent](https://app.flowconsent.com/auth/sign-up?utm_source=flowconsent.com\&utm_medium=referral\&utm_campaign=marketing) · [Scan my site](https://www.flowconsent.com/en/scan) At a glance - Category [Marketing](https://www.flowconsent.com/en/services/marketing) - Consent Marketing - Prior consent Required - Documented cookies 3 - Third-party domains 3 - Servers European Union and United States Overview ## What does Omnisend Email Marketing & SMS do? ## What Omnisend is Omnisend is an email and SMS marketing platform built for ecommerce stores. It combines campaign sending, automation, signup forms, and on site tracking so that merchants can recover abandoned carts, segment audiences, and personalise messages. A small JavaScript snippet runs on the storefront to capture browsing and shopping behaviour and connect it to contact profiles in Omnisend. ## What data and cookies it collects The Omnisend snippet sets first party cookies such as omnisendContactID, omnisendSessionID, and omnisendAnonymousID. Together they identify the contact, hold the current session, and track anonymous visitors until they identify themselves. Omnisend processes identifiers, email addresses and phone numbers, IP addresses, device and browser information, pages viewed, products browsed, cart contents, and signup and purchase events, all linked to a contact profile. ## GDPR and ePrivacy implications The Omnisend cookies are used for marketing tracking and profiling rather than a strictly necessary function, so Article 5(3) of the ePrivacy Directive requires prior consent before they are set. Linking browsing and shopping behaviour to identifiable contacts is personal data processing under the GDPR, which requires a lawful basis, transparency about profiling, and a record of processing activities. Sending email and SMS marketing additionally requires a valid marketing opt in. ## Consent requirements The Omnisend snippet must not load and its tracking cookies must not be set before the visitor accepts the marketing category in your consent management platform. Email and SMS marketing each need their own valid opt in, and SMS in particular requires clear, specific consent. Consent must be freely given, specific, informed, and as easy to withdraw as to grant, and pre ticked boxes do not meet the standard. ## Data transfers and practical compliance steps Omnisend processes data in the European Union and the United States, and transfers to the United States rely on Standard Contractual Clauses, so you should document the transfer and sign the Omnisend Data Processing Agreement. In practice, gate the Omnisend snippet behind your consent management platform, capture separate marketing opt ins for email and SMS, set sensible data retention, and list the Omnisend cookies and their durations in your cookie policy. Compliance ## Omnisend Email Marketing & SMS and the GDPR Omnisend Email Marketing & SMS is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy. - Legal basis Consent (Art. 6(1)(a) GDPR and Art. 5(3) ePrivacy Directive) - Risk level medium - Applicable regulations GDPR, ePrivacy Directive ### Impact assessment (DPIA) Omnisend sets persistent first party cookies (omnisendContactID, omnisendAnonymousID) that link browsing, carts, and signups to identifiable contact profiles, and processes data in the European Union and the United States. A DPIA should assess the scale of behavioural profiling for marketing, the combination of browsing, cart, and contact data, transfers to the United States under Standard Contractual Clauses, and retention periods, together with mitigations such as consent gating, separate opt ins for email and SMS, and shortened data retention. ### Sample text for your banner > We use Omnisend to run our email and SMS marketing and to personalise the messages you receive. Omnisend places cookies on your device to recognise your browser and link your browsing and cart activity to your contact profile. These cookies load only after you accept the marketing category, and the data may be processed in the European Union and the United States. You can withdraw your consent at any time through our cookie settings. Cookies and trackers ## What Omnisend Email Marketing & SMS sets and contacts - Tracking method JavaScript snippet with first party cookies and event tracking - Server location European Union and United States - Data transferred outside the EU Omnisend processes data in the European Union and the United States. Transfers to the United States rely on Standard Contractual Clauses. ### Cookies set (3) | Name | Type | Duration | Purpose | | ------------------- | --------- | -------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------- | | omnisendContactID | marketing | 1 year | Identifies a known Omnisend contact so that browsing, cart, and signup activity can be attributed to the correct contact profile for email and SMS marketing. | | omnisendAnonymousID | marketing | 1 year | Tracks an anonymous visitor across pages and sessions until they identify themselves, so that earlier activity can be merged into their contact profile. | | omnisendSessionID | marketing | Session | Holds the current session so that on site events within a single visit are grouped together and attributed correctly. | ### Third-party domains contacted (3) - `omnisrc.com` - `api.omnisend.com` - `app.omnisend.com` Questions ## Frequently asked questions about Omnisend Email Marketing & SMS Can't find your question? Write to us, we answer fast. [Write to us](https://www.flowconsent.com/en/demo) ### Which cookies does Omnisend set? Omnisend sets first party cookies such as omnisendContactID, which identifies a known contact for about a year, omnisendAnonymousID, which tracks anonymous visitors for about a year, and omnisendSessionID, which holds the current session. Together they link browsing and cart activity to a contact profile. ### Do I need consent to use Omnisend? Yes. The Omnisend tracking cookies are used for marketing and profiling, not a strictly necessary function, so Article 5(3) of the ePrivacy Directive and the GDPR require prior, opt in consent before the snippet loads. Email and SMS marketing each need their own valid opt in as well. ### What is the legal basis for Omnisend? The storage and reading of the Omnisend cookies relies on consent under the ePrivacy Directive, and the profiling and marketing that follow rely on consent under Article 6(1)(a) of the GDPR. SMS and email marketing also rest on consent, and legitimate interest is generally not available for the non essential cookies. ### Does Omnisend transfer data to the United States? Omnisend processes data in both the European Union and the United States. Transfers to the United States rely on Standard Contractual Clauses, which you should reference in your privacy notice along with Omnisend as a recipient. Keeping processing in the EU where possible reduces transfer risk. ### Do I need a DPIA for Omnisend? A full DPIA is not always mandatory, but it is advisable because Omnisend profiles shoppers for marketing, combines browsing, cart, and contact data, and transfers some data to the United States. Document the purposes, data categories, retention, and safeguards, and reassess if you enable large scale automation or detailed behavioural segmentation. ### How do I implement Omnisend in a compliant way? Load the Omnisend snippet only after the visitor accepts the marketing category in your consent management platform, and keep the tracking cookies blocked until then. Capture separate, clear opt ins for email and SMS, sign the Data Processing Agreement, set sensible data retention, and document the cookies in your cookie policy. ### Are there alternatives to Omnisend? EU based or privacy focused ecommerce marketing tools such as Brevo, Mailjet, or EU hosted email platforms can keep more data within the European Union. They do not always offer the same combined email, SMS, and automation features, so the right choice depends on whether you need Omnisend specific functionality or prefer EU data residency. ### How do I update my cookie policy for Omnisend? List the omnisendContactID, omnisendAnonymousID, and omnisendSessionID cookies, with their purpose and duration, name Omnisend as a recipient, and disclose that data may be processed in the EU and the US under Standard Contractual Clauses. Keep the entries in sync with a regular cookie scan so that new or renamed Omnisend cookies are reflected accurately. Same category ## More services: Marketing [See the whole category](https://www.flowconsent.com/en/services/marketing) ### [Getback](https://www.flowconsent.com/en/services/marketing/getback) [Getback is a marketing platform that equips businesses with tools to amplify their digital presence and drive customer acquisition. It supports audience segmentation, campaign automation, and cross-channel engagement. Getback provides real-time analytics and reporting dashboards for performance measurement and strategy optimization. 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