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 "low-cost items" workflow, take a look at our "Cart Abandonment Example: Low-Cost Items" guide.
For this campaign example, we are making the following assumptions:
- The abandoned item(s) are relatively high-cost. The purchase cycle is longer and often requires research.
- The cart was abandoned on a website and you know the customer's email address.
- The strategy for this campaign is to provide a gentle reminder about the abandoned cart, offer social proof about the quality of the product(s) and recommend other options if a purchase does not occur.
- You are sending Iterable update cart and purchase events via our commerce API. The updateCart events include data fields that contain data about similar items and social reviews.
This workflow will send a total of three follow-up emails after the cart is abandoned. The rationale for the emails, and their content, is that it is a high-cost item and the potential buyer needs additional information before they decide to make the purchase.
These are the steps you can follow to implement this campaign:
1. Start the workflow when a user adds an item to the cart.
2. Add an action node for a 1 day 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 an action node to send the first reminder email. This will encourage those who are fast decision makers or those who simply forgot to check out to complete their purchase.
5. Add another delay for 4 days, assuming that this a "product research" period.
6. Add another filter to check to see if shoppingCartItems is set on the user profile.
7. Add an action node that sends an email to customers who still have items in their carts. In this email, you are showing reviews on a product in the cart as social proof that it is a quality product. The reviews can be on your website or an external source, but be sure to include the links.
8. Add another 4 day delay for a second "product research" period.
9. Add another filter to check to see if shoppingCartItems is set on the user profile.
10. Add a subsequent filter to check to see if the user clicked the social review email in the last 5 days.
11a. Users who clicked the social review email will be offered a 15% off coupon to encourage them to complete the purchase. Because they clicked on the previous email, it means they still showed interest in that specific product.
11b. Users who did not click the social review email may be considering other products. As a result, send them a follow up email featuring other similar products. You can choose to show the original product as well, in case the customer is still interested.
12. 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.
13. Save and test the workflow before turning it on for all users.