Email personalization

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How are you personalizing abandoned cart emails for e-commerce stores in HubSpot workflows?

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Hi @QuentinQuentin7,

Welcome to the Community!

Great topic! Abandoned cart personalization in HubSpot workflows can go in a lot of different directions depending on your setup. Things like contact properties, cart data, and how your e-commerce integration is configured can all play a role here.

I’d like to tag in some of our Top Contributors to see if they have any tips from their hands on experience with this!

@JWingate2, @RomyFuchs1, @CarolinaDeMares -- Do you have any suggestions for @QuentinQuentin7 on this?

Thank you!

Sam, Community Manager

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Hi @QuentinQuentin7

Here’s a practical way I’d personalize abandoned cart emails in HubSpot workflows for e-commerce stores:

  1. Show the exact products left behind using HubSpot’s cart module or a custom module tied to cart/line item data, so the email reflects the shopper’s actual cart contents instead of a generic reminder. This is supported when you connect Shopify via data sync or use the cart API, and cart modules are specifically meant for automated marketing emails in cart-based workflows.
  2. Use contact and associated record personalization like first name, cart value, product info, and other associated data through workflow-based custom tokens. HubSpot lets you create custom tokens in the workflow editor from enrolled records, associated records, or even external/integrator action data.
  3. Branch messaging by segment or context with Smart Content—for example, different copy for first-time buyers, VIP customers, or different industries/regions. HubSpot Smart Content rules can tailor email content for different audiences.
  4. Personalize the recovery sequence, not just the email body—for example, send one reminder first, then a second email with urgency or an incentive, or add contacts to a segment based on clicks and engagement. HubSpot supports workflow automation around marketing emails and follow-up actions.
  5. Optionally use AI-generated workflow outputs as custom tokens if you want more tailored copy snippets in automated emails. In Marketing Hub Enterprise, AI-generated outputs can be turned into email tokens.

Example abandoned cart email ideas

Example 1: Simple cart reminder

  • Subject:{{firstname}}, you left something behind
  • Body:
    • “Hi {{firstname}}, your cart is still waiting.”
    • Show the exact items left in the cart
    • CTA: Return to checkout

Why this works: it uses the cart module to display actual abandoned items and personalize the message with contact data.

Example 2: High-value cart follow-up

  • Trigger: cart total above a threshold
  • Subject: Your selected items are almost yours
  • Body:
    • “Hi {{firstname}}, we saved your cart for you.”
    • Show product image, name, price, quantity
    • Add reassurance like shipping/returns/payment options
    • CTA: Complete your order

Why this works: workflow tokens can pull in associated data, and the cart module can show the product-level details.

Example 3: VIP / returning customer version

  • If customer has purchased before:
    • Subject: Welcome back — your favorites are still in your cart
    • Body:
      • “Thanks for shopping with us again, {{firstname}}.”
      • Show cart items
      • Add loyalty-style copy or a tailored recommendation block

Why this works: Smart Content can vary messaging by segment or lifecycle/customer type.

Example 4: Incentive-based second email

  • Delay 24 hours after first email
  • Subject: Still thinking it over?
  • Body:
    • Remind them what’s in the cart
    • Include a time-bound offer or free shipping message
    • CTA: Finish checkout

Why this works: HubSpot workflows can sequence follow-up email actions over time.

Example 5: Custom module for richer product presentation

  • Use a custom coded email module to pull:
    • contact first name
    • associated deal/cart
    • associated line items
    • product image, name, price
  • Then render a fully dynamic cart email

This is explicitly supported in HubSpot’s advanced e-commerce example using associated contact and line item data inside a custom module.

A solid personalization setup in HubSpot usually includes

  • Trigger: deal/cart enters an abandoned cart stage in the e-commerce pipeline
  • Email 1: reminder with exact cart items
  • Email 2: delayed follow-up with urgency or incentive
  • Tokens: name, item details, cart attributes, associated data
  • Segmentation/Smart Content: different copy for new vs returning buyers

Regards