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Set Up Email Automation for a Shopify Business

November 8, 2022

set up email automation for your shopify business

In this article, we'll cover why email automation is important for your Shopify and Shopify+ business, especially when it comes to cart abandonment, and we'll walk you through how to do it on one of the most popular automation platforms out there - Klaviyo

So let's get started!

What's the problem?

Have you ever been shopping online, added an item to your cart, and then left the site without completing the purchase? We've all been there. Life gets in the way, or we get distracted, and before we know it we've abandoned our cart and moved on with our day. 

Sometimes we don’t even get to the point of dropping something in the cart. We browse generally, dive deep into a specific category of products, or simply spend time pondering the purchase of just one product.

As an eCommerce business owner, it's important to have email automation in place to recapture shoppers who have abandoned without purchasing. It’s core to any retention marketing plan

Statistics show that over 70% of people who add items to their online shopping carts abandon them before completing the purchase. That's a lot of potential sales that are being lost! Not to mention the other folks who spent time browsing then disappeared. They’re probably just as interested!

With email automation, you can send a series of emails to shoppers who have abandoned their carts, abandoned their browse, abandoned a category, or abandoned a product, reminding them of the items they were interested in and giving them a special offer or incentive to complete their purchase. Email automation is a highly effective way to increase sales and revenue for your eCommerce business.

Email automation can seem daunting if you've never set it up before, but there are many software platforms out there that make it easy to get started. In this blog post, we'll give you a step-by-step guide on how to set up email automation for your eCommerce business using the popular platform Klaviyo. 

Why Email Automation is Important for your Shopify or Shopify+ Businesses 

Email automation is important for Shopify businesses because it helps increase sales and revenue by recapturing shoppers who have abandoned their carts. By sending a series of targeted emails reminding shoppers of the items they were interested in and providing them with a special offer or incentive, you can encourage them to complete their purchase. 

According to statistics, over 70% of people who add items to their online shopping carts abandon them before completing the purchase. That's a lot of potential sales that are being left on the table! With email automation in place, you can recover some of those lost sales and boost your revenue. 

Email automation can also help you create more personalized experiences for your customers and build relationships with them over time. By segmenting your email list and sending targeted emails based on shopper behavior, you can create more relevant and engaging experiences that will make customers want to do business with you again and again. 

How to Set Up Email Automation using Klaviyo   

Klaviyo is one of the most popular platforms for setting up email automation flows for eCommerce businesses. Klaviyo integrates with Shopify, WooCommerce, BigCommerce, Magento, and custom stores built on other platforms like ReactJS. In addition, Klaviyo offers a wide range of features and customizable options to fit the needs of any business size or type.        

 Follow these steps to set up your first email flow in Klaviyo: 

  1.  Log into your Klaviyo account (or create an account if you don't have one already). 
  2.  Click on "Flows" in the left sidebar menu and then click "Create Flow."  
  3.  Give your flow a name (for example: "Abandoned Cart Flow") and select "Build from Scratch."  
  4.  In the next step, select "Abandoned Cart" as your trigger event type."   
  5. Choose when you want this flow to trigger (for example: "1 hour after an item is added to cart").   
  6. In the next step select "Email" as your desired action type."   
  7.  Select which template you want to use for this email (you can choose from pre-built templates or create a custom template).   
  8. Enter the subject line for your email and design your email content (you can use HTML or plain text).   
  9. In the final step, click "Activate Flow."   

Now that your flow is set up, Klaviyo will automatically send out emails according to the schedule and trigger events that you specified. You can always go back into your flow at any time and make changes if needed. 

You also need a strategy for these emails

Fortunately, we have a trove of resources to help you out at every turn. Check out these articles for deep dives on the following topics: 

You should find everything you need in those links to build a robust marketing program around abandonment flows. 

There’s still one question in your head, though… how do I even identify who these abandoners are, if they haven’t signed up or purchased something from me in the past? 

Grow Your First-Party Dataset, and Unlock A Whole New Segment of Interested Customers specializes in retention marketing and e-commerce solutions, including cart abandonment and re-engaging potentially lost customers. We provide one-click integrations with leading marketing automation platforms.

Our dashboard features a user-friendly interface to easily connect to any email marketing application in under a minute. Retention’s integrations automatically update and suppress contacts daily.

We can help you reclaim up to ten times more abandonment revenue by leveraging industry-leading Identity Resolution technology. When an unidentified customer abandons a cart, we identify them. Then a personalized flow automatically triggers in the messaging platform.

Scale up your abandonment flows and improve your retention marketing strategy. Get in touch with today to find out how we can help.                              


Email automation is key for any eCommerce business that wants to boost sales and revenue. By sending targeted emails reminding shoppers of items they were interested in and providing them with an incentive to complete their purchase, businesses can increase their conversion rate and recapture lost sales. 

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