The aim of abandoned cart campaigns is to remind your potential customers of the items they left in their carts and encourage them to complete their purchase. With these campaigns you can address your customers' most common concerns behind cart abandonment such as high shipping costs, uncertainty about the shipment or payment methods. You can address these concerns, for instance, by providing free shipment vouchers to your customers or by creation an FAQ section on your website.
To motivate your customers to purchase the products they left in their carts, you may use best practices such as the scarcity marketing strategy (i.e. encouraging your customers to buy a product before someone else does) or you can include customer testimonials in your campaigns.
In these cases, relevance is key. You need to act fast the sooner customers receive your message, the more likely they will convert. Interactions is here to assist you in achieving higher revenue goals.
What is the difference Interactions and Automation Center abandoned cart programs?
With abandoned cart programs built in Interactions, you can react to your customers’ actions much faster and define the length of the session, too. While Automation Center-based abandoned cart programs (triggered by a data field change or an external event) have a delay of 3-5 hours, Interactions processes events in real time. You can specify the delay as you wish: it can be 3 minutes, 15 minutes, 30 minutes or an hour. You are in charge.
The reason for the delay in the Automation Center is that contact matching is based on cookies. Predict processes session data and identifies contacts, the data only arrives at the contact database after that. The contact data field changes at this moment and it may trigger your Automation Center abandoned cart program.
Interactions processes events in real time, which means that contact matching cannot be performed based on cookies. Only those contacts are identified whose ID (i.e. either the external ID or email address) is included in the event. This usually happens when the customer explicitly logs into your website or navigates to your store by clicking the relevant email (it depends on your implementation). Furthermore, you can also personalize your messages with product attributes in abandoned cart campaigns built with Interactions.
As a result, the target audience reached by Interactions might be smaller but the expected conversion rate will be higher due to sending more relevant messages (as you don’t have to wait for 3-5 hours before sending your campaigns).
To build abandoned cart programs in Interactions, you need the following:
- Interactions' advanced functionalities (i.e. historical decision which is available for Advanced and Max AI packages or as an add-on).
- Web Extend implementation (Interactions consumes raw events coming live from your website and it needs an effective contact identification method. Therefore, it is very important that Web Extend should be implemented without errors because these might prevent Interactions from working correctly).
- A regularly updated product catalog (please check the data quality of your product catalog because the more errors it contains, the more likely it is that Interactions will not work properly). The item IDs in the product catalog have to be identical with the IDs coming from your website because the personalization service retrieves the product IDs from the events but it matches the IDs with the details included in your product catalog.
- A dynamic product block that can display the abandoned items.
- A pilot agreement for the improved personalization service.
Building an abandoned cart program in Interactions
In the following example, we will build an abandoned cart program that:
- targets contacts who:
- updated their carts (i.e. they either added or removed an item from their carts),
- did not purchase any item in the last 24 hours,
- opted-in for receiving marketing materials.
- ensures that contacts can receive your campaign only once a week,
- sends an abandoned cart email campaign to your contacts.
This abandoned cart program will look like as follows:
To create an abandoned cart program, proceed as follows:
1. Navigate to Automation > Automation, click Create Program and select Behavior-focused journeys (Interactions).
2. Select the Web Extend event trigger and choose the Updated cart trigger event.
This event is triggered when a contact adds or removes an item from their cart. If their cart is empty (the contact removed every item from it), then the message will not be sent to this contact.
3. Add a Wait node to your program and set it to 20 minutes.
4. Add a Decision node to each path and configure it as follows:
a. Choose the Event did not happen type.
b. Select the Web Extend Purchase and Updated cart events.
c. Set the Timeframe to Since the trigger event.
Please consider the following:
- This node ensures that:
- customers abandoned their carts without purchasing anything and
- the Updated cart event that triggered the program is the last cart update that happened, so they will only receive your message once.
- If a contact updates their cart multiple times, then each Updated cart event will trigger the same abandoned cart program (e.g. if a contact adds 5 items to the cart and later abandons it, then it will count as 5 Updated cart events and each one will trigger this program). This node is needed to avoid sending the campaign multiple times to your contacts. For more information on how multiple events that belong to the same contact travel through a program, see this Example.
5. Add another Decision node to to your program to ensure that contacts did not purchase anything in the last 24 hours.
a. Choose the Event did not happen template.
b. Select the Web Extend Purchased event.
c. Set the Timeframe to In the last 24 hours.
6. Add a Decision node to your program and configure it as follows:
a. Choose the Included in segment template.
b. Select a segment that contains contacts whose opt-in status is true.
Triggered emails ignore the contacts’ opt-in status by default, so this node ensures that only those contacts will receive your campaign whose opt-in status is true.
7. Add a Participation check node to each path and select the If the following time has passed since this contact last proceeded along the Yes path option and set it to 7 days.
To ensure that contacts receive only one abandoned cart, browse or check-out page campaign per week (it may come in handy if you have multiple campaigns), switch the Make this check available in other programs toggle and select an existing Participation check or create a new one.
8. Add a Send email node to each path and select your campaign.
We have built another program which shows you how you can experiment with creating different paths that contain different Wait nodes. In the example below, we added Wait nodes to each path and set them to wait for 20, 60 and 90 minutes.
Personalizing your content with product attributes
This feature is currently on Pilot release for a limited number of clients only. If you are interested in participating in the Pilot phase, please speak to your Success Manager.
With Personalization rules, you can personalize your content by using the attributes of the products customers left in their carts. You can use any field from your product catalog (e.g. title, image URL, link, brand, color, description, etc.).
You need to have a dynamic product block (i.e. a block that includes an image and at least 3 editable fields). This block will be repeated based on the number of items your customers left in their carts.
Please consider the following:
- If your template was created by Emarsys, then you don’t have to update it.
- If you use your own template, then you need to update it as described in Updating your own template for Product catalog update Tactics.
This is how a dynamic product block looks like:
Personalizing your abandoned cart campaign with product attributes
To personalize your abandoned cart campaign with product attributes, proceed as follows:
Please take the following into consideration:
- Currently, the dynamic product block can display one item per block.
- The number of items displayed in your campaign depends on the number of products customers left in their carts.
- The personalization service retrieves the item ID from the Web Extend event that triggers the Interactions program but it matches the item ID with the product attributes from your product catalog.
1. Navigate to Channels > Email Campaigns and open your email campaign.
2. Select the dynamic product block and click the Product Source icon.
3. Choose the Abandoned cart Product set.
4. You can personalize the dynamic product block with any fields within your product catalog as follows:
a. Select the Title, Description or Price field or the CTA button, click the Personalization icon, then choose the Product catalog field you would like to use.
b. To personalize the image:
i. Select the image and click the Image properties icon.
ii. Click the Personalization icon and select the Image Product catalog field.
What is the cart update event?
The cart update event is triggered by Emarsys when a change in the cart status that we receive with each product view, category view, etc. is detected. Besides the whole content of the cart, this event also contains the changes (i.e. the items that were added to or removed from the cart). You can send cart status data into Emarsys more frequently by adding the cart and go commands to the Add to bag or Add to cart button on your website. If these commands have not been added to the Add to cart or Add to bag button on your website, then Emarsys cannot calculate and trigger the cart update events properly.
I have added many products to the cart but there are fewer products in the abandoned cart email campaign. How could that happen?
- Only events coming from logged-in sessions can trigger abandoned cart messages. Otherwise, contacts should be identified in another way, for example, if contacts navigate to your website by clicking the relevant email (it depends on your implementation).
- If you want to link to your cart (checkout page) directly, then please follow the descriptions in Creating the 'Back to cart' link.
- You need to have a dynamic product block. Currently, the product block can display one item per row. The order of items is the same as their order in the cart (it depends on your website but usually the first item in the campaign is the last product that was added to the cart).
- Currently, you can only test your program by imitating an abandoned cart action with test contacts.