Over the last year, we have seen the integration between Shopify and HubSpot get a major facelift in capabilities. Well, the hits keep on coming, as we can now send Shopify abandoned cart and product recommendation emails in HubSpot. For teams leveraging this integration, this now offers a streamlined approach and visibility to eCommerce marketing campaigns and automations. Of course, that is the whole idea behind integrating systems to begin with.
How to Send Shopify Abandoned Cart Emails from HubSpot
To start, we have the most obvious automated email, the abandoned cart. The very first step is to set up the integration between the two systems and sync – at the very least – contacts, products, orders, and abandoned carts. This will give HubSpot the info it needs to leverage the cart module in automated emails, as shown below.
Note, before using these modules it is highly recommended that your products have full details in Shopify – including product URLs and imagery.
This cart module allows you to either send specific products from your Shopify account or to pull in the most recent abandoned cart for that contact. When setting up an automation for abandoned carts, it would be best to base it off a trigger that is actually cart-based. Not doing so could result in sending one of these emails to a contact without a cart to reference at all.
Send Shopify Product Recommendations Through HubSpot
For marketing teams looking to get a little more in front of a customer’s lifecycle, you can now send product recommendation emails based on the most recently viewed, or most commonly viewed, products. To do so, you will want to set up the integration as mentioned above and also enroll in HubSpot’s BETA.
This will require an update in access for the integration, so make sure to have this enabled prior to building out your marketing campaigns.
Once set up, marketing teams can use the cart module to show the most popular items in their store, or better yet, the most recently viewed products by a specific user.
This update is important because Shopify cannot dynamically recommend products on its own. Only using HubSpot data, or another service like Klaviyo, is this currently possible.
Comparing HubSpot to Klaviyo and Other eCommerce Marketing Solutions
While this HubSpot integration is exciting, other eCommerce email marketing platforms have been able to dynamically suggest products for years. In fact, within Shopify, you can send unlimited abandoned cart automatic emails for free. So how does this compare with other tools available?
HubSpot's recommendations based on views will likely be sufficient for most instances, but other tools like Klaviyo might be the better choice for recommending additional products that similar users have bought using AI-powered predictive analytics.
Currently, there is no direct integration between HubSpot and Klaviyo, or any other top eCommerce email marketing service. And, while making email segments has been reported to be quite difficult in Klaviyo, HubSpot makes creating lists easy. From a cost and time perspective, using HubSpot for eCommerce just makes sense for existing Shopify users.
Connecting and Marketing Your Shopify Store with Concept
Often, organizations are faced with the option of choosing two vendors to manage marketing and integrations or handling one of the two in-house. At Concept, we offer two distinct groups to help integrate your systems and craft the messaging these systems will deliver. Our CRM and Marketing teams commonly work together to deliver best-in-class results for our clients.
If your team needs to integrate Shopify and HubSpot and would like to start sending cart information automatically, we can help. Contact us, today.