Omnisend is an email and marketing automation platform built for e-commerce brands. Thousands of online stores use it to drive customer engagement and repeat purchases. Known for being “boringly good” - intuitive, reliable, and laser-focused on helping merchants succeed - Omnisend has built a strong market position and a loyal customer base. The team already had deep product knowledge and a clear customer-first vision. They brought us in as an external SaaS pricing consultant and strategic partner to pressure-test their thinking, apply an outside-in analytical lens, and identify where pricing and packaging could better support that vision.
"Valueships brought the outside-in perspective we needed. With their sharp understanding of pricing strategy and strong diagnostics around our revenue engine, they gave us a clear view of where we stood and what was possible. We paired that with our own knowledge of the product, our customers, and where we're heading. The result was a pricing strategy that works from all angles - financially, customer-wise, and in sync with our long-term product direction. It was a real collaboration, and the outcome reflects that.”
Omnisend was in a strong position. They had a product customers love, a solid market presence, and a team with ambitions for the next stage of growth. They knew their platform delivered significant value, and they believed there was an opportunity to align pricing and packaging more closely with how customers use and benefit from the product.
At the same time, the e-commerce marketing space is fiercely competitive, and any move needs to be grounded in precise data and market intelligence.
Omnisend was looking for a partner who could combine rigorous analytics with strategic pricing expertise - someone to validate their hypotheses, surface new opportunities, and help them build a pricing and packaging model that would better serve customers while developing the next phase of growth.
That’s why they came to us: to bring an outside-in, data-backed perspective to their plan structure and packaging. Together, the goal was to find the opportunities that would let Omnisend deliver even more value to customers and capture it sustainably, without adding acquisition costs.
We ran the engagement across all four phases of our pricing methodology: Revenue Engine Diagnostics, Differentiation & Positioning, Dollarizing Value, and Implementation support.
We dug into Omnisend's data - MRR waterfall, churn patterns, customer segmentation, plan usage, feature adoption, and how the current structure aligned with how customers use the product. The diagnostics surfaced two key opportunities:
We cross-referenced these findings with a competitive analysis of how the market handles packaging and billing. The data confirmed there was room to restructure - not to fix something broken, but to create a packaging experience that better reflects how customers already use and value the product.
Omnisend competes with well-funded players, so every positioning decision needed to be precise. We benchmarked pricing, packaging, and billing models across the landscape.
The analysis highlighted several opportunities:
This opened a hypothesis: what if add-ons could let customers build a more tailored setup - while also creating a more distinctive competitive position for Omnisend?
It’s worth noting that competitor-based pricing alone doesn’t always account for production costs or internal factors. A well-rounded SaaS pricing strategy combines market intelligence with an understanding of your own unit economics - and that’s exactly what we built together with Omnisend.
With the diagnostics and competitive picture in hand, we developed a new packaging and pricing strategy together with Omnisend. Each plan tier was designed to serve a distinct customer profile, based on how customers use the product.
The central recommendation was a new paid add-on, available to Standard users and included in PRO as the key differentiator. This gave customers more flexibility to choose what they need, while creating a natural upgrade path. Standard users who want additional capabilities can access them on their terms. PRO users get a plan that’s worth the investment. And Omnisend opens an entirely new revenue stream in the process.
The result: a packaging model designed around customer needs, where every plan tier makes sense, and customers can grow into the product at their own pace.
This is where the Omnisend team took the wheel. We delivered the strategic framework and data-backed recommendations, and they took it from there. They designed the add-on, building it into the product, and launching it to customers. The entire execution was theirs: the product decisions, the development, the go-to-market.
The result? That single add-on generated $1 million in new ARR. Omnisend introduced a product innovation based on our data diagnostics, and it opened an entirely new revenue stream.
This case shows what happens when strong internal teams pair up with external analytics. Omnisend already understood their customers deeply. Our diagnostics added a quantitative layer that helped the team see where there was room to create even more value - for their customers and for the business. What followed was a product decision that delivered on both fronts.
And we didn't just learn about the outcome from the report. We heard it straight from Žilvinas on our shared Slack channel.
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Over a year after the initial project, Omnisend still comes back for analysis and strategic input. The team recently reached out to revisit another area of their pricing. We ran a fresh set of analyses, they adapted the recommendations to their roadmap, and they're now moving forward with a new iteration.
That's how we see a pricing partnership - not as a one-off project, but a relationship where pricing evolves alongside the product and the customer base.
Want similar results for your pricing? Book a consultation.
E-commerce Marketing SaaS
Room to better align packaging with how customers use and value the product
New customer-requested add-on, clearer plan tiers, pricing that scales with customer needs
Full 4-phase engagement: Diagnostics → Positioning → Value-based pricing → Implementation
Strategic project → ongoing pricing partnership (1+ year)
