EMAIL TEMPLATES
A cart email HTML template you can copy
Paste the code into your app’s HTML email editor. Add your store details and the shopper’s saved-cart link. Send a test before you turn on cart reminders.
In this guide
Copy the template
Preview the email, then copy the code or save the HTML file. Add your store’s details before sending.
Cart reminder
View HTML code
<!doctype html>
<html lang="en">
<head>
<meta charset="utf-8">
<meta name="viewport" content="width=device-width, initial-scale=1">
<meta name="color-scheme" content="light">
<title>Your cart at {{STORE_NAME}}</title>
</head>
<body style="margin:0;padding:0;background:#e9ece3;color:#34452f;">
<table role="presentation" width="100%" cellpadding="0" cellspacing="0" border="0"
bgcolor="#e9ece3" style="width:100%;border-collapse:collapse;">
<tr><td align="center" style="padding:20px 12px;">
<table role="presentation" width="600" cellpadding="0" cellspacing="0" border="0"
bgcolor="#faf8ef" style="width:100%;max-width:600px;border-collapse:collapse;
background:#faf8ef;font-family:Arial,Helvetica,sans-serif;line-height:1.5;">
<tr><td align="center" style="padding:24px 20px;border-bottom:1px solid #dedfcf;
font-family:Georgia,'Times New Roman',serif;font-size:22px;line-height:1.2;
letter-spacing:5px;text-transform:uppercase;color:#34452f;">
{{STORE_NAME}}
</td></tr>
<tr><td align="center" style="padding:30px 24px 24px;">
<h1 style="margin:0 0 14px;font-family:Georgia,'Times New Roman',serif;
font-size:32px;line-height:1.15;font-weight:normal;color:#34452f;">
Pick up where you left off
</h1>
<p style="margin:0;font-size:16px;line-height:1.5;color:#52604a;">
Here is another look at the item you added to your cart.
</p>
</td></tr>
<tr><td style="padding:0 20px 24px;">
<table role="presentation" width="100%" cellpadding="0" cellspacing="0" border="0"
bgcolor="#f0eee2" style="width:100%;border-collapse:collapse;background:#f0eee2;">
<tr>
<td width="44%" align="center" valign="middle" bgcolor="#e5e7dc"
style="width:44%;padding:0;background:#e5e7dc;">
<img src="{{PRODUCT_IMAGE_URL}}" alt="{{PRODUCT_TITLE}}" width="246"
style="display:block;width:100%;max-width:246px;height:auto;border:0;">
</td>
<td width="56%" valign="middle" style="width:56%;padding:18px 16px;">
<p style="margin:0 0 10px;font-size:18px;line-height:1.3;
font-weight:bold;color:#34452f;">{{PRODUCT_TITLE}}</p>
<p style="margin:0;font-size:16px;line-height:1.5;
color:#52604a;">{{VARIANT_TITLE}} · {{FORMATTED_PRICE}}</p>
</td>
</tr>
</table>
</td></tr>
<tr><td style="padding:0 20px 24px;">
<table role="presentation" width="100%" cellpadding="0" cellspacing="0" border="0"
style="width:100%;border-collapse:collapse;">
<tr><td align="center" bgcolor="#35533a" style="background:#35533a;">
<a href="{{CART_URL}}" style="display:block;padding:16px 12px;
color:#ffffff;font-size:16px;line-height:1.4;font-weight:bold;
text-align:center;text-decoration:none;">
Return to your cart
</a>
</td></tr>
</table>
<p style="margin:18px 0 0;text-align:center;font-size:13px;
line-height:1.5;color:#52604a;">
Need a product detail before you decide?<br>
<a href="{{PRODUCT_URL}}" style="color:#35533a;text-decoration:underline;">
See the product information
</a>
</p>
</td></tr>
<tr><td align="center" style="padding:20px;border-top:1px solid #dedfcf;
font-size:12px;line-height:1.5;color:#66715e;">
<p style="margin:0 0 10px;">{{STORE_NAME}}<br>{{POSTAL_ADDRESS}}</p>
<p style="margin:0;">
<a href="{{UNSUBSCRIBE_URL}}" style="color:#52604a;text-decoration:underline;">
Unsubscribe from marketing emails
</a>
</p>
</td></tr>
</table>
</td></tr>
</table>
</body>
</html>One product, one cart button, one smaller product-details link. Keep the cart button easy to spot when you add your colors or logo.
Plain-text version
SubjectYour item is still in your cart
Preview textTake another look, or pick up where you left off.
{{STORE_NAME}}
Here is another look at the item you added to your cart.
{{PRODUCT_TITLE}} {{VARIANT_TITLE}} · {{FORMATTED_PRICE}}
Return to your cart: {{CART_URL}}
Product information: {{PRODUCT_URL}}
{{STORE_NAME}} {{POSTAL_ADDRESS}} Unsubscribe from marketing emails: {{UNSUBSCRIBE_URL}}
Use this in your app’s plain-text field, with the same items and links as the HTML email. It also works as a starting draft if you do not use custom HTML.
Store details to fill in
Store name and address: {{STORE_NAME}} {{POSTAL_ADDRESS}}
Product details: {{PRODUCT_TITLE}} {{VARIANT_TITLE}} {{FORMATTED_PRICE}} {{PRODUCT_IMAGE_URL}}
Destinations: {{CART_URL}} {{PRODUCT_URL}} {{UNSUBSCRIBE_URL}}
Each label needs a real value or a supported field from your email app. Before sending, search the preview for double braces and check that no sample label is left behind.
1. Put the code in the right place
Look for an HTML template or import tool in your email app. Paste the full code. A normal text box will not work. If you see angle brackets in the preview, check which editor you used.
No HTML tool? Use the plain-text draft below. Or build it with email blocks: store name, short reminder, product, cart button and footer.
Set the subject and preview in their own fields. Try “Your Daily Cleanser is still in your cart.” Pair it with “Take another look, or pick up where you left off.” The title in the code does not set the inbox subject.
2. Fill in the sample fields
Words in double braces are sample fields. Your app needs to swap them for real details. These are often called merge fields. Use the field names your app supports.
PRODUCT_TITLE might become “Daily Cleanser.” FORMATTED_PRICE might become “$48.00 USD.” The photo needs its full web address. Use your app’s fields for the saved cart and unsubscribe link.
No size or color? Remove VARIANT_TITLE and the dot beside it. Check that the email does not show empty braces.
This template shows one item. For a full cart, use your app’s cart block or repeat tool. Pasting the same row twice shows the same item twice.
3. Link to this shopper’s cart
A homepage link is not a cart link. A plain /cart link may open an empty cart on a new device. Use the saved-cart link from your sending app.
Open your test email while signed out. Check the item, size, count and price in the cart. Try a private browser window too.
If the link opens only a product page, label it “View the product.” Use “Return to your cart” when it does that. Test the smaller product link and unsubscribe link as well.
4. Open a test email on your phone
Send through your email app to a test inbox. Open it on your phone. Is the item name clear? Can you read the price and tap the button?
Try a long item name, no size or color, and a missing photo. The name, price and button should work without the photo.
Alt text is a short text note for an image. This template uses the product name. Change it if a more useful note would help.
Mailchimp suggests tables and styles on each part for HTML emails. A website menu, form or script may not work in an email. Keep the layout simple.
Sources: Mailchimp: HTML email constraints and supported layout foundations · W3C: choosing alternative text for images
5. Set up the cart reminder
Save the template. Add it to the right cart reminder in your app. Check who gets it, when it sends and what happens if they buy first.
Use shoppers who agreed to get sales emails. Check for the same reminder from Shopify or another app. Place a test order. Check that the old cart email is no longer waiting to send.
Finish your sender setup too. This code cannot prove you own a sending domain. Its footer link does not set up one-click unsubscribe in email headers. The Gmail guide below explains those rules. Fix bad fields and links before turning it on.
Source: Google: Gmail authentication and unsubscribe requirements