Create an Abandoned Cart Email

When customers leave items in their shopping cart, you may want to encourage them to complete their purchase with a custom email that includes product links or special offers. After you set up your abandoned cart email, an active subscriber or transactional recipient who leaves items in their shopping cart will automatically receive a follow-up email.

In this article, you'll learn how to create an abandoned cart email.

Before You Start

Here are some things to know before you begin this process.

  • This marketing automation feature is only available to users who have e-commerce data in their account from  MailChimp for ShopifyMailChimp for Prestashop, MailChimp for Magento v. 1.0.6 or later, MailChimp for WooCommerce, MailChimp for BigCommerce, or custom API 3.0 integrations.

  • You'll need to connect your store in your MailChimp account before you can create this automation email.

  • You can only have one abandoned cart email per connected store. If you manage multiple stores, you can create one abandoned cart email for each.

  • This article shows you how to send a single follow-up email to customers who abandon a shopping cart. To learn how to send a sequence of abandoned cart reminders, read Add an Abandoned Cart Series

  • To make sure your customers don't receive redundant emails, we recommend you disable abandoned cart automations created outside MailChimp. Learn how to turn off default abandoned cart emails in Shopify or BigCommerce.  

  • You must include the Cart content block in your abandoned cart email. Classic templates are not compatible with the abandoned cart email.

  • If a customer in the abandoned cart email queue makes a purchase before the email is sent, they'll automatically be removed from the queue.

Create Automation

To create an abandoned cart email, follow these steps.

  1. Navigate to the Campaigns page.

  2. Click  Create Campaign.
    click create campaign

  3. In the pop-up modal, click  Create an Email.
    click create an email

  4. Click  Automated.
    click automated

  5. Click  E-Commerce and choose Recover abandoned carts.
    click recover abandoned carts

  6. On the Single email tab, choose a store and click Begin.
    Choose a store and click begin

Now you're ready to review your recipients, delay time, and other settings.


Review Your Settings

We'll display a checklist with your abandoned cart email settings. Review the checklist, and make any necessary changes to your automation, like From name, email address, subject line, and sending delay.

Set Delay

You can choose to send your abandoned cart email six hours or 24 hours after the customer leaves their cart. To change the sending delay for your abandoned cart email, follow these steps.

  1. On the checklist page, click Edit Recipients.
    image of edit recipients button with cursor
  2. In the Hours drop-down menu, choose the delay you want.
    image of hours drop-down menu with cursor
  3. Click Save.
    image of save button with cursor
    After you've reviewed your settings, you're ready to design your email.

Design Email

You'll design your abandoned cart email the same way you do in the Campaign Builder, or with other automations. These emails must include the customer's cart information we pull from your connected store. To include this information, choose an abandoned cart template or use any other drag-and-drop template along with the Cart content block.

To design your email, follow these steps.

  1. In the content section of the checklist, click Design Email.
    image of design email button with cursor
  2. On the Template step of the Email Designer, select your template.

  3. On the Design step of the Email Designer, design and preview your campaign.

  4. Click Save and Return to return to the checklist.

  5. When you are ready to activate the abandoned cart email, click Start Sending.
    image of start sending button with cursor

Customers who leave items in their shopping cart will now automatically receive your abandoned cart email.

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