Price Drop Email Generator
Write a price drop alert for shoppers who viewed, carted or wishlisted a product, with the saving worked out from your two prices.
How the saving is worked out
The model doesn't do the maths. The tool takes your old and new prices from Details, works out the saving itself and hands the model a price line to copy exactly. The percentage is rounded down, so it never overstates the discount.
Default example: Linen Weekend Shirt
- Old price
- $68
- New price
- $54
- Saving
- $68 − $54 = $14
- % off
- 14 ÷ 68 = 20.6%, rounded down to 20%
The email shows Was: $68 Now: $54 (you save $14, 20% off).
Who gets it
| Send to | Opening | Notes |
|---|---|---|
| People who viewed it | The product you looked at now costs less | The largest group, and the least likely to buy |
| People who started checkout | The product you were checking out now costs less | The smallest group, and the most likely to buy |
| Wishlist or favorites | An item on your wishlist now costs less | Needs a wishlist app that sends events to your email tool |
| All subscribers | An announcement with why people like it | For bigger, permanent price cuts |
A temporary sale gets an “Ends soon” email 24 hours before the end date. A permanent price cut gets a gentle reminder 3 days later, with no countdown.
Setting it up
- 01
Klaviyo (Shopify or WooCommerce)
Create a flow and pick the Price drop trigger. Set the drop amount or percentage, and choose people who viewed the product, started checkout, or both. The default lookback is 30 days. Klaviyo advises against a time delay before the first email.
- 02
What Klaviyo skips for you
Price drop flows don't send to anyone who already bought the item, or for items that are out of stock or unpublished.
- 03
Shopify Messaging
Its automation templates don't include a price drop alert. Use a wishlist or price alert app, or an email tool with a price drop trigger.
Pricing rules to check
- US: the FTC's pricing guides say a former price must be one you offered openly, in good faith, for a reasonably substantial period. Raising a price briefly so you can “cut” it is a fictitious former price.
- EU: any announced price reduction must show the prior price, meaning the lowest price you charged in at least the 30 days before the reduction. Pick Selling to: EU customers and add that price under Details; the percentage is then worked out from it.
This is general information, not legal advice. Member states can set extra rules for perishable goods, new products and progressive reductions.
Questions people ask
What is a price drop email?
An automated alert telling shoppers that a product they viewed, carted or saved now costs less. Because it's about something they already looked at, it's more relevant than a general sale email.
How big should the price drop be?
Big enough that the shopper notices. In Klaviyo you set the minimum drop as an amount or a percentage. Check the new price still makes money with the contribution margin calculator.
Can I send it for wishlist items?
Yes, if your wishlist app sends a “saved to wishlist” event your email tool can trigger on. Pick Wishlist or favorites and the email opens with the item they saved.
Why does the EU version show the lowest 30-day price?
EU price rules say a price reduction must show the prior price, meaning the lowest price in at least the 30 days before it. The tool works out the percentage from that price instead of your list price.
Should the email have a deadline?
Only if the sale really ends. For a temporary sale, add the end date under Details. For a permanent cut, the email says it's the new everyday price.
Related tools
Want this builtinto your store?
I'm Emmanuel, a Shopify and WooCommerce developer. If this tool pointed at something you'd rather have fixed for you (a faster store, cleaner product data, a migration, a custom feature), send me a note.
Emmanuel Asika
Shopify & WooCommerce developer, Dublin
I build and fix online stores: new builds, migrations, speed, SEO and the custom bits apps can't do.
Last reviewed 30 September 2026.
Sources: Klaviyo Help: How to create a price drop flow · Klaviyo Help: Understanding flow triggers and filters · 16 CFR § 233.1: Former price comparisons (FTC Guides Against Deceptive Pricing, eCFR) · European Commission: Guidance on Article 6a of Directive 98/6/EC (price reduction announcements)