A campaign (also called a "rule") is the core building block of Follow Up Email. Each campaign watches for a specific customer event, waits a set amount of time, and then sends an email. Here's how to create and configure them.
Creating a new campaign
To create a campaign:
- In the app sidebar, click the email type you want to create a campaign for (e.g., Abandoned Checkout).
- Click the + Create campaign button.
- Fill in the campaign settings in the editor.
- Click Save to activate.
Campaign editor fields
Email name
An internal name for your own reference. Customers never see this. Use something descriptive like "Abandoned cart – 1 hour reminder" or "Review request – 10 days."
Subject line
The subject line customers see in their inbox. You can use merge tags to personalize it — for example, including the customer's first name.
Email template
Click Edit to customize the email body. The template editor lets you change the text, colors, button text, and layout of your email. Your store's branding (logo, colors) is pulled from Settings. If you need full design control, you can switch to a custom HTML template instead.
When (timing)
Set how long after the trigger event the email should send. You can specify hours, days, or minutes. For example:
- 1 hour after abandoned checkout
- 7 days after order fulfillment
- 60 days after last customer activity
Unique emails
When enabled, a customer who triggers the same campaign multiple times in a short period will only receive one email. This prevents a customer from getting repeated abandoned cart reminders if they keep browsing and leaving. Recommended for most campaigns.
Privacy & legal — Only send to marketing subscribers
When enabled, the campaign will only send to customers who have opted in to marketing emails (i.e., their Shopify marketing consent is "subscribed"). This is important if your customers are in regions with email marketing regulations like GDPR (EU/UK) or CASL (Canada).
Advanced settings — Product targeting
Restrict the campaign to only fire when specific products are involved. See Filters and Targeting.
Discount codes
Add a unique, auto-generated discount code to the email using DynoCode integration. See Coupon Codes.
Start from date
Only send this campaign for events that occur on or after this date. Useful when creating a new campaign — you can set a future start date to avoid accidentally emailing customers for old events.
Previewing scheduled emails
Click Preview scheduled emails in the campaign editor to see a list of emails that are currently queued to send for this campaign. This shows you which customers will receive the email and when.
Editing an existing campaign
Click on any campaign from the campaign type page to open its editor and make changes. Your changes take effect immediately for new events — emails already queued will still send as originally scheduled unless you delete them from the scheduled emails preview.
Pausing or deleting a campaign
To pause a campaign, open it and toggle the active status off (or delete it to remove it entirely). Emails already queued at the time of deletion will not be cancelled — use the Scheduled Emails preview to remove specific queued emails if needed.