Send Abandoned Cart Email via Workflow

For this case of use, we'll learn how to create a workflow that will let us send an email to the contacts who abandon a cart.

For this, we'll make a workflow with the following structure:



In this example, all contacts with a registered email will be a part of the workflow, even if they sign up after it's activated. When one of the contacts abandons a cart, the system will obtain a series of products related to the ones in the cart. Finally, an email will be sent with both types of products: the ones abandoned and the related ones.

Node "Start"

This node establishes which contacts will be part of the flow. In the limitation section, we'll select "Contacts with email", since that is the main audience of the future email. It's also important that we select the option "All existing and new" in the data source, since we want both the contacts with email that we already have and also future ones that will enter the data base after the workflow is activated.



Node "On cart abandoned"

In this node, we'll use the default setting, since it is a trigger node design to activate when a cart is abandoned. However, there are a series of filters available. For example, there are filters that let you count the cart only if there are a certain amount of products or the total price is above, equal or below a certain sum:



In this example, we'll also set up a temporal limitation of one activation per day. It's a useful tool, since we don't want to bombard our contacts with an email every time they abandon a cart and fill their mailbox. The default setting is to deactivate this node after one use, but we'll set it up for one per day, as in the following image:



Node "Get products"

The main objective of this node is to add variety to the products that the contacts will see in the email. Not only will they get the abandoned products, they'll also get the related products. For that to happen, we will pick the case of use "automatically related to cart" as the main usecase, as we can see in the next image:



For the failover usecase, we'll get the "Last products visited", just in case there are not enough products automatically related:



Once indicated, we'll go to the settings. In the main usecase, we'll import the data from the previous node in "Select cart > Imported Data" to get the abandoned products:



In the failover case, it won't be necessary to modify the setting. Also, in both the main and failover case you can add filters to the products obtain clicking "Add another condition".


The final step in this node is the summary, where we can select three options:

  • The total number of products that the system will try to show with the main usecase. If there are not enough products, it will continue to add from the failover usecase.
  • If you want to fill until the requested length. This is in case that you couldn't reach the number with the two usecases. 
  • To exclude the products exported from previous nodes. This is useful if you want to exclude the products that are already in the cart for this node, since they are already registered.

Finally, we'll indicate a total of 10 products and we'll activate the other two options:



Node "Send email"

With this final node, we'll send the emails to those contacts that have abandoned their carts. There are several phases in regards to the settings.

The first phase has to to with either the creation or the selection of the email. If you have doubts regarding this subject, we recommend to check the article about the email editor. In this case, we'll use an email with the following structure:



You can see that there are different elements of the dynamic content type. We'll see how to link them a bit further ahead.



In the second phase, "Set-up", we'll indicate that the email will be newsletter, since the contact hasn't done any direct action to receive it. We'll also set up the parameters, like the Subject, From Name or if we want to enable Google Analytics:



In the third and final phase, we'll do the "Mappings" to associate the information that we saw in the first phase of this node. We'll use the ones that are included by default in the system, and those are:

  • Name, regarding the name of the contact.
  • Title, regarding the name of the product.
  • ButtonURL, regarding the URL that is used to redirect the contact to a particular page of the site.
  • ImageURL, regarding the URL of the image that shows the product.
  • Description, regarding the description or details of the product.

Keep in mind that the mappings requiere values from different nodes, all according to the main goal. For example, the mapping name, is obtained from the contact node, equivalent of the first node that sets up the audience. On the other hand, the section "products" will be mapped with the "On cart abandoned" node, and the section "related products", with the node "Get products". All can be seen in the next image:



You can find more details about this workflow in the following video.

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