For many online retail businesses, Abandoned cart is the most effective triggered campaign that can be sent.
At this stage, customers are already engaged with your brand and have got very close to making a purchase.
This funnel tactic identifies known visitors who have added products to a cart but ended the session without purchasing. It encourages customers to complete their transaction by sending an initial email with the cart contents, followed by a reminder email 2 days later.
It supports the Revenue objective by contributing to the following strategies:
- Convert leads to first-time buyers
- Convert first-time buyers to active customers
- Win back inactive customers
This program can run in parallel with the Abandoned cart tactic.
The Tactic is triggered by a change to the field predict last abandoned date. This is updated every 2 hours or so after a contact has added products to a cart and then ended the session without a purchase. In order not to over-engage active customers, the program then filters for contacts who have not made a purchase in the last 5 days. It sends them an email with an incentive to buy, and a reminder 2 days later if no purchase has been made.
In addition to email, you can also add the contact to a Web Channel audience and a CRM Ads audience at the same time. The Tactic will check every day for 2 days to see if a purchase has been made, and remove the contact from both audiences if this is the case.
Automation Center program
The program itself looks like this, with the basic email workflow on the top path, and CRM Ads (1) and Web Channel (2) on the path below.
The program starts with a Data change entry node and is triggered by a change to the field predict last abandoned date.
The program first filters for contacts who have not made a purchase in the last 5 days, and then sends them an email with the cart contents. It then waits for 2 days before filtering again to see if a purchase has been made. If TRUE, the contact exits the program. If FALSE, a reminder email is sent.
Web Channel / CRM Ads path
After adding the contact to the respective audience, the program filters each day for "predict last purchase date was in the last 2 days". If TRUE, the contact is removed from the audiences. If FALSE, they remain in the audience.
After 3 days the contact is removed from the audiences automatically.
From the Advanced package, this tactic uses:
- Web Extend
- Predict Email Recommender
From the Max AI package, this tactic can use:
- Incentive Recommendation
- Send Time Optimization
The required data sources are:
- Contact data
- First name (subject line and content personalization)
- Web behavior data
- Predict last abandoned date (to trigger the program)
- Predict last purchase date (to exit contacts from the program)
- Product data
- Product name, price, image and URL (for the Predict widgets)
- Web Channel
- CRM Ads
Preparing the Tactic for use
First, you should check that your account assets are ready for use.
Make sure that the data sources listed above are correctly configured and contain values for all the fields you will need.
You will need to upload a pool of voucher codes to use as incentives, or configure Incentive Recommendation if you are using that instead.
Then modify the message content for each of the channels.
If you have already downloaded and updated the Tactics template, you will already have made most of the necessary changes to the email content, and you only have to make the changes specific to this actual campaign (see Configuring a Tactic > Email campaigns for details).
Make any necessary changes to the creatives.
Open the Predict widget in the 4-column product block and change its settings to the Abandoned cart logic.
If you are using Web Channel, create a campaign to match the email and select this in the Web Channel - add node.
If you are using CRM Ads, create an ads campaign in your network of choice and create the audience that will link to it. Then select the audience in the CRM Ads - add to audience node.
When you are done, set the program's Participation Settings.
Bear in mind that this program is more effective if you use it sparingly, for example if contacts are allowed to re-enter it again after 30 days.
Activating the Tactic
When you are done, activate the program. You will be able to check on the performance in the reporting pages of the Strategic Dashboard.
Testing the program
To test this program:
- Set it to Test mode and select your test segment.
- Use a contact in the test segment to log in to your web shop and add products to a cart, then end the session.
- After a few hours you will receive the initial email. Your responses (clicks, purchases, etc.) should be tracked and the program will respond accordingly.
Tips & hints
Filter the cart contents further
If you want to launch this tactic only under certain conditions, for example the cart contents exceed a minimum value, you can add another filter after the entry node and before the first email and reference some of the other web behavior fields, such as:
- predict last abandoned categories - launch only when a certain product category is present.
- predict last abandoned products - launch only when a certain product is present.
- predict last abandoned total price - launch only when a certain value has been reached.
You can also use these fields for block targeting within the email itself if you wish.
The recommender widget in the email is a 4-column block which shows the last 4 products added to the cart. If there are fewer than 4 products, the remaining places will be filled with related and/or complementary products.
The widget will not display products that are marked as unavailable in the product data file, even if they are in the cart.