Every time someone adds items to their cart and leaves without buying, a marketer feels a little pang of sadness. But don't panic: email marketing is your best ally for recovering abandoned carts and reconnecting with those users who were so close... but didn't quite complete the purchase.
Why do customers abandon their shopping carts on Shopify?
Before you start sending out emails like there's no tomorrow, you need to understand the "why." Here are some common reasons why shopping carts get stuck halfway through on Shopify:
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Unexpected shipping costs: that classic "stab in the back" when you see the total.
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The purchase process is too long or unclear.
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Lack of confidence or doubts about the product.
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Comparison with other websites.
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Simple distraction (yes, it's happened to you too).
Identifying which of these points is affecting your store the most is key to designing messages that truly connect and convert.
How email marketing works to recover abandoned shopping carts
In Shopify, you can set up automations that trigger when someone abandons their cart. The system detects that the user hasn't completed the purchase and, after a defined time (usually between 30 minutes and 24 hours), sends them a personalized email inviting them to resume shopping.
These emails should be more than just a simple reminder. They should provide value, build trust, and motivate the customer to return. This is where abandoned cart recovery phrases come into play, such as:
- “Your shopping cart is still here, eager to get home!”
- “Your favorite products are waiting for you…”
- “You still have time to get it (and maybe with a little gift 😉)”
Advanced strategies to maximize conversion rate
Good automation is just the beginning. If you want to compete at the highest level, here are some advanced strategies for recovering abandoned carts on Shopify:
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Segment and personalize: It's not the same to speak to a new visitor as it is to a loyal customer. Personalize emails based on behavior, purchase history, or products in the shopping cart.
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Create a sequence in 2 or 3 steps: the first email can be informative, the second include an incentive (discount, free shipping) and the third appeal to FOMO (“last chance”).
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It includes social proof: it shows reviews or ratings from other customers about the abandoned products.
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Test subject lines and creatives: sometimes, just changing the email subject line can boost the open rate.
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Use subtle cross-selling: add suggestions for related products that might interest the customer if they change their mind about the original.
Shopify tools and apps to automate email marketing
Shopify has its own automated email system, but if you want to take it to the next level, there are powerful apps that will make it easy for you:
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Klaviyo: ideal for ecommerce with many segmentation and design options.
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Mailchimp: perfect if you're looking for something simple and intuitive.
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Shopify Email: the simplest option if you're just starting out.
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Connectif (if you want to work magic with behavioral data).
All these tools allow you to not only recover abandoned Shopify carts, but also send newsletters, automate after-sales service, customer loyalty programs, and much more.
Personal experience and key tips
At Línea Gráfica, we've implemented dozens of abandoned cart flows for Shopify stores. One of the most common mistakes is thinking that a single email is enough. Spoiler alert: it's not. Ideally, you should send two to three messages, with a friendly tone, careful design, and crystal-clear calls to action.
Our advice: think like a consumer before a brand. What would make you return to an online store? Use that direct, human approach.
If you want to implement these strategies like a pro and stop losing sales to abandoned shopping carts, check out our email marketing service for ecommerce. As an email marketing agency , we have the experience (and the tools) to help you recover far more sales than you can imagine.
