Most retention programs are built around cart abandonment. Wishlist abandonment is larger, earlier in the journey, and almost universally ignored.

A shopper adds a product to their wishlist. They do not buy. Your store sends nothing. The shopper moves on. The product sits in their list, unseen.

Shoppers need 5 to 6 visits on average before purchasing. Wishlist users already convert at more than twice the standard site rate. The gap between their intent and their purchase is not apathy. It is the absence of a timely, relevant follow-up.

This playbook gives you the workflow to close that gap automatically, using Wishlist Plus triggers inside Shopify Flow connected to your email or SMS platform.

Who This Playbook Is For

Marketing teams responsible for retention, re-engagement, and lifecycle campaigns. You are likely using Klaviyo, Attentive, or another ESP/SMS tool. This workflow connects Wishlist Plus intent signals directly to those tools via Shopify Flow, without custom development.

What You Will Build

When a shopper adds a product to their wishlist, Shopify Flow fires a trigger that adds them to a timed reminder flow in your email or SMS platform. The message is sent automatically. No manual segmentation required.

Go to your Shopify Admin. Navigate to Apps and open Shopify Flow. Click Create Workflow in the top right.

Click Select Trigger. In the right-hand sidebar, scroll to the Swym section. Select Added to Wishlist. This trigger fires every time a shopper saves any product to their Wishlist Plus list.

Metadata passed with this trigger includes: shopper email address, product ID, product title, variant details, and product URL. Your follow-up message can reference the exact product saved.

Conditions let you filter which wishlist adds trigger a follow-up. Common filters:

1. Product price above a set threshold (e.g. above $50 to focus budget on higher-AOV recovery)
2. Product tag matches a specific category (e.g. new arrivals or sale items only)
3. Customer has not purchased in the last 30 days

To add a condition, click Select Condition after the trigger step. Choose the attribute and set your rule.

Click Select Action. Choose Add Customer to Segment, Update Customer Tag, or use the Send HTTP Request action (Grow, Advanced, and Plus plans) to call your ESP or SMS platform directly.

For Klaviyo: use the Klaviyo Shopify Flow action if installed, or trigger via the Klaviyo metric event Add to Wishlist which Wishlist Plus already sends to Klaviyo when both apps are connected.

For Attentive or other SMS tools: use the Send HTTP Request action to call the platform API and enrol the shopper in a timed SMS flow.

A 24-hour delay before the first reminder works well for most stores. Shoppers who added to wishlist and purchased within 24 hours do not need a reminder. Add a Wait condition of 24 hours before the action fires, combined with a check that no purchase has been made.

Review the workflow. Click Publish. Any wishlist add from this point forwards will trigger the workflow automatically.

The email or SMS message should reference the specific product the shopper saved. Wishlist Plus passes the product name, image URL, and product page URL in the trigger metadata. Your ESP can pull these fields into the message dynamically.

Subject line approach: name the product, not the action.
Example: 'Your [Product Name] is still available' outperforms 'You left something on your wishlist'.
Body: show the product image, current price, and a single CTA: 'Add to cart'.
Optional: include a low-stock line if inventory is below a threshold. This is a second Shopify Flow condition you can stack.
A pre-built Shopify Flow template for this workflow is available in the Swym help centre. Import it directly into your Shopify Flow workspace and connect your email or SMS platform.

What Success Looks Like

Track these metrics to evaluate performance:

1. Trigger volume: number of wishlist adds per day that meet your conditions
2. Email or SMS send rate: how many triggered messages were sent
3. Open or click rate: benchmark against your standard campaign averages
4. Attributed revenue: orders placed within 7 days of receiving the reminder, attributed to the triggered flow

Back-in-stock emails benchmarked across Swym merchants average a 30 to 35% CTR and around 20% conversion. Use these as directional benchmarks for wishlist reminder performance.