The goal of Abandoned Cart emails is to encourage online shop’s visitors to complete the order. Once a customer leaves a cart with products and does not complete a purchase, Omnisend sends an email reminder.


About abandoned carts

A cart becomes abandoned when it meets all of these 3 rules:

  • A cart contains at least 1 product;
  • The order is not completed;
  • The visitor left the store (all tabs with store pages are closed).

A single visitor (with the same email address) can receive only one abandoned cart email in 24 hours. If a visitor abandons two carts in 24 hours, they will not receive the 2nd email.


Tracking visitors and their abandoned carts

Omnisend has an advanced technology for tracking abandoned carts, a visitor doesn't have to be subscribed to receive the Abandoned Cart email.

At the moment, we have 2 options for tracking: 

  1. Abandoned checkout. A visitor adds a product to the cart, starts the checkout process, proceeds to the step where he/she leaves the email address and leaves the store.
  2. Cookies. After your subscribers complete at least one of the steps described below, we place a cookie in their web browser. It allows us to recognize them when the cart is lost. This option works if visitors have either: 
  • Clicked any link in your Omnisend newsletter (this means that they are already your subscribers) and added a product to a cart; 
  • Subscribed using your Omnisend signup form (became a new subscriber). 

Note: For Shopify users, we track sales not only through cookies, but also through the discount codes. In this way tracking on cross-devices could also work.

Setup process

The Abandoned Cart setup process is very similar to other automation workflows setup on Omnisend. It consists of a couple of standard steps: trigger, delay, email, end of the workflow. See the info below for Abandoned Cart setup or jump to a video on how to set up an automation workflow or how to edit automation workflow to add more emails to it.


This workflow is triggered by an abandoned cart. You can add Trigger rules to send targeted messages based on a specific product that was abandoned.

Edit audience settings to trigger your automation for the specific audience only, more about creating a segment here


This step allows you to choose the delay of email sent - the time Omnisend will wait from the trigger until the email should be sent. You can choose to edit the default delay (Immediately) and set it to:

  • minutes, 
  • hours,
  • days, 
  • weeks,
  • months. 

Important: the delays will always be counted starting from the end of the previous event, not from the trigger. 

You can also choose, what should happen with those contacts, who might be affected by the new rules (if the delay rules are being changed). There are two ways of dealing with it: 

  • Discontinuing the current sequences under the old rules, which would not send any emails with old rules, if there are any customers in the workflow,
  • Completing the current sequences according to the old rules, which would finish sending the emails with old rules to all customers that are currently in the workflow (recommended).


This step allows you to choose and edit the email, that is sent to the customer. You can choose from either of our free templates and design themes for it. Compared to other emails, this email contains an Abandoned Products content block which you can customize the way you like.

Cart recovery link

If you would like to add a link to Abandoned cart in the text section of your message, you can do this by using cart_recovery_link as a link. In your abandoned cart automation workflow go to Checkout button > Insert personalization > Abandoned cart > click Abandoned cart URL:


End of workflow

When customers receive an email or make a purchase, they exit the workflow. Such clients are calculated and the total is provided at the End of workflow box.

Achieving better results

It is very important to understand that after the Abandoned cart is enabled, it must be “warmed up”. This means that you need to spread as many cookies as possible - send more newsletters, enable Omnisend Signup forms. Day by day the number of subscribers (who have your tracking cookie) will increase.

More cookies → More abandoned carts tracked → More cart reminder emails sent → More carts recovered.

Here are the examples of successful Cart Recovery emails


Testing your Abandoned Cart

If you are testing your Abandoned Cart yourself on the same day, use different email addresses. Omnisend sends one abandoned cart email per day to one email address, therefore, using multiple ones helps you to overcome this limitation. You will be able to test with the same email address the next day.

Also, make sure you have closed or have not used any of the tabs with your store, both admin and the frontend. Only then your cart will be considered abandoned and the trigger will work.

Using an incognito window on your browser is also recommended.


Native Abandoned Cart Workflow

Using abandoned cart reminders on both Omnisend and your store platform (applicable for Shopify and Bigcommerce) is not recommended. When these two features overlap, they will overwhelm your customers. Before you enable Abandoned cart on Omnisend, make sure your cart abandonment workflow is disabled on store platform.

Note, enabling it on Omnisend does not automatically disable the one on Shopify.


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