Valueships · General Manager · November 2024

Built Pricing Add-On That Generated $1M in New ARR for Omnisend

Omnisend, an email and marketing automation platform used by thousands of e-commerce brands, was already performing well but suspected its plans and packaging didn't fully reflect how customers used and benefited from the product. They brought us in for an outside, data-backed view of their pricing strategy. I led the analysis with our project team at Valueships. We broke down Omnisend's revenue engine, looking at the MRR waterfall, churn, customer segmentation, plan usage, and feature adoption, then benchmarked their pricing, packaging, and billing models against a highly competitive market. The data pointed to a clear gap: a specific capability wasn't tied to any tier in a way that matched how different customer segments actually valued it. Our central recommendation was a new paid add-on, available for purchase on the Standard plan and bundled into PRO as the main reason to upgrade. Each tier was designed around a distinct customer profile rather than a generic feature list. Omnisend's team built and launched it on that basis. The add-on generated $1M in new ARR with no change to base subscription prices and no added acquisition cost. The engagement concluded around November 2024, and it led to an ongoing pricing partnership between Valueships and Omnisend that has now run for more than a year, which is the clearest sign the recommendations held up in practice.