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Create and analyze data from abandoned cart emails

Last updated: December 6, 2023

Available with any of the following subscriptions, except where noted:

Marketing Hub   Professional , Enterprise
Content Hub   Professional , Enterprise
Legacy Marketing Hub Basic

After you’ve connected Shopify with HubSpot, you can create custom abandoned cart emails and analyze influenced revenue from abandoned cart emails on the email performance page.

Please note: if you're installing the Shopify integration after December 2, 2023, you should instead refer to this article for the steps to install the integration.

Create custom abandoned cart emails

You can create and customize abandoned cart emails in HubSpot to re-engage customers. You cannot use HubSpot to send Shopify invoice emails or other transactional emails for completed Shopify purchases.
  • Create a new email template in your account.
  • Click + Add at the top of the layout inspector. Search for or select the Vast Email Cart Summary module and the Vast Email Back to Cart Button module, then drag them to the location you want the module to render in the layout.

This email will now be available to use when creating workflows to automate your abandon cart emails.

Please note:
  • The Vast Email Cart Summary module includes the token line_item.description, this token will work for HubSpot products only and not Shopify products. 
  • When sending a test email from the email editor, the line_item personalization tokens will not populate. The tokens will populate as normal when the email is sent to a contact.

Analyze influenced revenue from abandoned cart emails

HubSpot calculates influenced revenue as any order/deal that was closed after engagement on the email. To analyze influenced revenue: 

  • In your HubSpot account, navigate to Marketing > Marketing Email.
  • Click the name of an abandoned cart email. 
  • In the Performance tab, two metric reports will display the total amount of revenue influenced by the email, broken down by unique orders and average order amount.


  • Click the Unique deals or Influenced revenue numbers to view a breakdown of recipients who made an order/closed a deal, and the product(s) they ordered.
    • You'll be redirected to Closed Deals recipients in the Recipients tab. This displays a list of recipients who closed one or more deals after they opened this email.
    • Click the expand icon > on the left of a recipient's name to view a breakdown of the deals. If a contact made more than one order/closed more than one deal following the email, the first order/deal following the open/click event on the email will be attributed to the email.
    • Click a contact to open the deal in HubSpot.
    • Click the Performance tab to return to the email performance page.
  • The Top clicked links report includes Product links, which is the total number of clicks on products in the abandoned cart summary of the email.

  • The Engagement over time chart includes orders made/deals closed over time. Hover over a data point to view a breakdown of orders, and use the dropdown menu in the upper right to change the time period.

Learn more about general email performance reports and metrics.

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