Offer Follow-Up Email Sequences Guide

Recover lost revenue automatically by sending targeted email follow-up sequences when customers decline or skip promotional offers during checkout.

Which Offer Types Support Email Follow-Ups?

In Cartwheel, email follow-up settings are built directly into the offer editor under Cartwheel Admin → Upsells & Offers → Offers.

Depending on the offer placement, specific offer types feature integrated email step sequences:

Offer Type	Email Feature Supported?	Enrollment Trigger Condition	How It Works
Post-Purchase Cross-Sell	✅ Yes	Customer clicks Decline on the post-purchase offer page.	Enrollment starts in a deferred state upon order creation. If the customer accepts the offer, the email sequence is cancelled. If declined, step timers begin.
Checkout Upsell	✅ Yes	Customer skips the checkout extension or buys the trigger item.	Enrolls when a paid order is completed after the shopper declined the checkout widget or purchased the trigger item without accepting the offer.
Product Bundles	❌ Not Applicable	Storewide Order Confirmation / Cart Recovery	Bundle promotions are redeemed during checkout or retargeted via general abandoned cart sequences.
Custom Offers	❌ Not Applicable	Thank You Page Builder Block	Custom offers render as interactive widgets directly on the Thank You page.
Exit Intent Popups	❌ Not Applicable	On-Site Browse Retargeting	Exit-intent popups trigger on-screen modals; uncompleted sessions are recovered via Abandoned Cart / Browse Recovery.

When enabled inside an offer card, Cartwheel automatically attaches an email automation flow to that specific offer.

Shopper Sees Offer (Post-Purchase / Checkout)

Accepts Offer

Item Added

Sequence Skipped

Declines / Ignores

Offer Recovery

Enrolled in Follow-Up Emails

Step 1: 2 Hours Delay

Follow-Up Email #1 + Discount

Step 2: 2 Days Delay

Follow-Up Email #2 + Expiry

Locked Single-Use Discount

Auto-applied 1-click buy link for customer

Sale Recovered

Deferred Enrollment: When a matching order is placed, Cartwheel holds enrollment in a deferred state until the shopper makes a decision on the post-purchase page.
Trigger Condition: If the customer clicks Decline on the post-purchase page, the sequence unlocks and step timers begin (e.g., Send follow-up email 2 hours later).
Skipped on Acceptance: Accepting the post-purchase offer automatically cancels the sequence so customers never receive redundant emails.

Trigger Condition: Enrolls after a paid order if the customer saw the checkout extension widget but did not accept it.
Trigger Product Purchase Option: In the Email Settings panel, toggle "Also send when the shopper buys the trigger product without seeing or interacting with the offer" to ensure customers who bought trigger items receive follow-up emails even if checkout extension display was bypassed.

To enable and configure offer follow-up emails:

Open Shopify Admin → Apps → Cartwheel → Offers.
Click Create Offer or select an existing offer (Post-Purchase Cross-Sell or Checkout Upsell) to edit.

Enable Email Sequence: Scroll down to the Post-purchase email or Checkout upsell email card section and check Send follow-up emails for this offer.
Set Step Delay Schedule:
- In the Step Delay input field, enter a numeric duration (e.g., 2).
- Select the delay unit from the dropdown menu (Minutes, Hours, or Days).
Select Email Template:
- Click the Email Template dropdown menu and select a pre-built template (e.g. Post-Purchase Offer Follow-Up Template).
- Alternatively, click Edit template to open the visual email builder. See Email Template Builder Guide.
Configure Compliance & Discount Lock:
- Check Require marketing consent if your store policy mandates explicit email opt-in before sending promotional emails.
- Cartwheel automatically generates a locked single-use discount code in Shopify for each recipient that cannot be shared or reused.
Publish & Save: In the top right action bar, click the status dropdown, select Active, then click Save offer to activate the offer and its email follow-up sequence.

Post-Purchase Cross-Sells Guide — setting up single-click thank-you offers
Checkout Upsells Guide — setting up checkout-page upsells
Email Provider Setup & Diagnostics — configuring Resend, SMTP, and delivery verification
Retention Emails Overview Guide — storewide retention sequences
Email Template Builder Guide — visual email template editor