For more information on what makes for a great shopping cart abandonment campaign, please take a look out our whitepaper: The Growth Marketer's Guide to Shopping Cart Abandonment Campaigns (coming soon). It explains many of the concepts and rationale for the campaign/workflow we propose below.
We also have other examples of shopping cart abandonment workflows:
- For a "standard" 2-step workflow, take a look at our "Creating a Sample Workflow" guide.
- For a "high-cost items" workflow, take a look at our "Cart Abandonment Example: High-Cost Items" guide.
For this campaign example, we are making the following assumptions:
- The abandoned items are relatively low-cost consumable items where shipping is free for orders of $50 or more.
- The cart was abandoned on a website and you know the customer's email address.
- The strategy for this campaign is to quickly remind the customer of the items and, if required, offer a one-time shipping discount for carts under $50.
- You will send people up to two reminder emails.
- You are sending Iterable update cart and purchase events via our commerce API. With the update cart event, you are also sending us a data field called shoppingCartTotal with the total dollar value of the cart.
This workflow will send two follow-up emails after the cart is abandoned, but there are two possible paths depending on the size of the cart and therefore the potential offer.
These are the steps you can follow to implement this campaign (numbers match the diagram above):
1. Start the workflow when a user adds an item to the cart.
2. Add an action node for a 2 hour delay (allowing the customer to walk away from the cart).
3. Add a filter to check to see if shoppingCartItems is set on the user profile. Note that when you call the updateCart API, this will fill the shoppingCartItems field on the user profile with the items in the cart. Users with set shoppingCartItems will move to the next step.
4. Add another filter to check if shoppingCartTotal is greater than or equal to 50. Users with shoppingCartTotal greater than or equal to 50 will move on to the 'Yes' branch. Users whose shoppingCartTotal less than 50 will move to the 'No' branch.
For shoppingCartTotal ≥ $50 (Yes (a) branch)
5a. Add an action node to send the first cart reminder email. The email should remind users that their order qualifies for free shipping.
6a. Add an action node to delay for 24 hours.
7a. Add a filter to check to see if shoppingCartItems is still set on the user profile. If it is still set then that means the user has not checked out.
8a. Add an action node to send a second cart reminder email to people who still have items in their cart. Again, the email should remind users that their order qualifies for free shipping.
For shoppingCartTotal < $50 (No (b) branch)
5b. Add an action node to send the first cart reminder email.
6b. Add an action node to delay for 24 hours.
7b. Add a filter to check to see if shoppingCartItems is still set on the user profile. If it is still set then that means the user has not checked out.
8b. Add an action node to send a second cart reminder email to people who still have items in their cart and have cart value less than $50. The email should have an offer for free shipping to encourage checkout.
9. Be sure to check the box for 'Limit simultaneous workflow entrances per user' and enter '1' in the box. This prevents a person from being in the workflow multiple times at once. You do not want a person to get a cart reminder email for each item they put in the cart.
10. Save and test the workflow before turning it on for all users.