Help customers who have visited products but not yet made any purchase during the Hot Sale to find items that may interest them. Using the RFM model, you’ll be able to target them with different strategies to increase traffic and the probability of conversion.
In this article, you'll learn how to create an RFM-based remarketing email.
Objective: Conversion.
Difficulty: Intermediate.
When to use it: Three days after the Hot Sale.
This strategy is part of our pool of templates. To implement it in your account, access your Connectif account and go to “Workflows Create new workflow”. In the Create from template section, enter the name of the workflow in the search engine (Remarketing according to RFM) then click Select and Create.
How it works
In this workflow you will send a personalized email to customers. The strategy they receive is based on which of two segments they belong to according to the RFM model – which you will have created in advance to qualify contacts – or if they belong to neither.
— If they belong to the "High RFM" segment, the workflow sends the email with the Up Selling strategy.
— If they don’t belong to the previous segment, it checks if they are included in the Medium RFM segment, in order to send the Cross Selling strategy email.
— If they don't belong to any of the above segments, it sends an email with the Best Sellers of the last month.
Workflow configuration
Before configuring your workflow, create the following elements:
- The dynamic plus segment of High RFM shoppers, to group the contacts to whom you want to send the Upselling email.
- The dynamic plus segment of Medium RFM shoppers, to group the contacts to whom you want to send the Cross Selling email.
- Three emails, for each of the cases.
— A custom decimal field with a default value of "0", minimum amount of "0" and number of decimal places "2". For example, "most expensive product."
STEP 1. “Start” node
(This node will set the target audience for the action).
1. Click (Edit node settings) for the “Start” node.
2. Under Select limitation, check "All my list" and select "Contacts with email".
3. Under Select data source, check “All existing”.
4. Click Update.
STEP 2. "Has visited product" node
(This node will identify if the contact has visited at least one product during the Hot Sale).
5. Click (Edit node settings) in the the “Has visited product” node.
6. In Number of times visited, select "Is greater than" and set “0" visits.
7. In the next drop-down, select "Pre-set dates", set "29/05/2023" in the first dropdown and "06/06/202"in the second.
8. Click Update.
STEP 3. “Check value” node
(This node will check if the contact is subscribed to the newsletter).
9. At the junction of this node with the previous one, click on the circle until "Yes" appears.
10. Click (Edit node settings) of the “Check value” node.
11. Drag the "Newsletter subscription status" field from "Contact" to the block on the left.
12. Next, under Operator, choose "Is equal to".
13. Drag the "Literal" value to the block on the right and select "Subscribed".
14. Click Update.
STEP 4. "Has purchased" node
(This node will identify if the contact has made a purchase during the indicated time).
15. At the junction of this node with the previous one, click on the circle until "Yes" appears.
16. Click (Edit node settings) for the “Has purchased” node.
17. Under Number of purchases made, select "Is greater than" and set "0" purchases.
18. In the next dropdown, select "Pre-set dates", set "29/05/2023" in the first dropdown and "06/06/2023"in the second.
19. Click Update.
STEP 5. "Has abandoned cart" node
(This node will identify if the contact has abandoned a cart during the indicated time.)
20. At the junction of this node with the previous one, click on the circle until "No" appears.
21. Click (Edit node settings) in the “Has abandoned cart” node.
22. Under The number of carts, select "Is greater than" and set "0" carts.
23. In the next dropdown, select "Pre-set dates", set "29/05/2023" in the first dropdown and "06/06/2023"in the second.
24. Click Update.
STEP 6. First "Is in segment" node
(This node will check if the contact belongs to the first Dynamic Plus segment created, for High RFM)
25. At the junction of this node with the previous one, click on the circle until "No" appears.
26. Click (Edit node settings) for the “Is in segment” node.
27. Under Select a segment, choose the segment to check.
28. Click Update.
STEP 7. “Fetch last cart” node
(This node will fetch the contact's last purchased cart).
29. At the junction of this node with the previous one, click on the circle until "Yes" appears.
30. Click (Edit node settings) in the “Fetch last cart” node.
31. In Select cart status, choose the “Purchased” option from the dropdown.
32. Click Update.
STEP 8. First “Fetch products” node
(This node will fetch the most expensive product in the cart).
33. Click (Edit node settings) in the “Fetch products” node.
34. To select the use cases, drag "Filtered products" to the block on the right and click Next .
35. In Main use case settings, select "1" in the Number of products to fetch.
36. In Select the source of the products, choose "Imported data" and add "Fetch last cart".
37. Under Configure the order in which products will be chosen, select "Sort by descending price" and click Next .
38. In Summary, locate the section Number of products to fetch and indicate “1”. Then, uncheck the box "Fill with products until selected limit".
39. Click Complete .
If you want to learn more about the “Fetch products” node, click here.
STEP 9. “Set field” node
(This node stores the price of the most expensive product purchased in the customer's profile, specifically in the custom field created, .)
40. Click (Edit node settings) for the “Set field” node.
41. Drag the "Unit price" field from the “Fetch most expensive product" node to the block to the left of the custom field created.
42. Under Operator, select "Assign".
43. Click Update.
STEP 10. Second “Fetch products” node
(This node will fetch other related products with a higher price than the most expensive product purchased).
44. Click (Edit node settings) in the “Fetch products” node.
45. To select the use cases, drag "Automatically related to a cart" to the block on the right and "Best sellers" to the additional use case. Click Next .
46. In Main use case settings, select "6" in the Number of products to fetch.
47. In Select the source of the products, choose "Internal cart ID (Fetch last cart)".
48. Click Add another condition and select “Unit price” from the dropdown. In the operator, choose "Greater than". On the right, select "Imported data" and, after clicking "Select imported data", choose the custom field created, for this example "Contact Upselling RFM".
49. Check the box "Shuffle the fetched products" and click Next .
50. In Additional case settings, select "6" for Number of products to fetch.
51. Click Add another condition and select “Unit price” from the dropdown. In the operator, choose "Greater than". On the right, select "Imported data" and, after clicking "Select imported data", choose the custom field created, for this example "Contact Upselling RFM".
52. Under Select the time period of the purchases, choose "Last month's best sellers" and click Next .
53. In Summary, locate the section Number of products to fetch and indicate “6”.
54. Click Complete .
STEP 11. First “Send email” node
(This node will send the Upselling email to contacts in the High RFM segment).
55. Click (Edit node settings) in the “Send email” node.
56. Select the email you want to send and click Next .
57. In the Send to section, select "Contact".
58. Indicate the "Newsletter" type of email.
59. Configure the parameters section of "Send to contact".
60. Under Google Analytics, click "Enable Google Analytics" then Next .
61. In the Variables step, link any variables there may be.
62. Click Complete .
STEP 12. Second "Is in segment" node
(This node will check if the contact belongs to the second dynamic plus segment created, for "Medium RFM")
63. At the junction of this node with the first "Is in segment" node, click on the circle until "No" appears.
64. Click (Edit node settings) for the “Is in segment” node.
65. Under Select a segment, choose the segment to check.
66. Click Update.
STEP 13. Third “Fetch products” node
(This node will fetch the last products purchased).
67. At the junction of this node with the first "Is in segment" node, click on the circle until you see "Yes"
68. Click (Edit node settings) in the “Fetch products” node.
69. To select the use cases, drag "Last purchased products" to the block on the right and click Next .
70. In Main use case settings, select "6" in the Number of products to fetch and click Next .
71. In Summary, locate the section Number of products to fetch and indicate “6”. Then, uncheck the box "Fill with products until selected limit".
72. Click Complete .
STEP 14. Fourth “Fetch products” node
(This node will automatically fetch products related to the last products purchased).
73. Click (Edit node settings) in the “Fetch products” node.
74. To select the use cases, drag “Automatically related to a list of products” to the block on the right and "Best sellers" to the additional use case. Click Next .
75. In Main use case settings, select "6" in the Number of products to fetch.
76. In Select the source of the products, choose "Imported data" and add "Fetch last products purchased".
77. In Configure the order in which products will be chosen, select "Best sellers of the last month" and check the box "Shuffle the fetched products". Click Next .
78. In Additional case settings, select "6" for Number of products to fetch.
79. Under Select the time period of the visits, choose "Best sellers of the last month" and check the "Shuffle the fetched products” box. Click Next .
80. In Summary, locate the section Number of products to fetch and indicate “6”. Then check the box "Exclude products exported by nodes before this one".
81. Click Complete .
STEP 15. Second “Send email” node
(This node will send the Cross Selling email to the contacts that belong to the RFM Medium segment).
82. Click (Edit node settings) in the “Send email” node.
83. Select the email you want to send and click Next .
84. In the Send to section, select "Contact".
85. Indicate the "Newsletter" type of email.
86. Configure the parameters section of "Send to contact".
87. Under Google Analytics, click "Enable Google Analytics" then Next .
88. In the Variables step, link any variables there may be.
89. Click Complete .
STEP 16. Fifth “Fetch products” node
(This node will fetch the best selling products of the last month).
90. At the junction of this node with the node "Belongs to segment: RFM - Medium", click on the circle until "No" appears.
91. Click (Edit node settings) in the “Fetch products” node.
92. To select the use cases, drag "Best sellers" to the block on the right and "Most visited products" to the additional use case. Click Next .
93. In Main use case settings, select "6" in the Number of products to fetch.
94. Under Select the time period of the visits, choose "Best sellers of the last month" and check the "Shuffle the fetched products” box. Click Next .
95. In Additional case settings, select "6" for Number of products to fetch.
96. Under Select the time period of the visits, choose "Most visited of the last month" and check the "Shuffle the fetched products” box. Click Next .
97. In Summary, locate the section Number of products to fetch and indicate “6”.
98. Click Complete .
STEP 17. Third “Send email” node
(In this node, the Best Sellers email will be sent to the remaining contacts.)
99. Click (Edit node settings) in the “Send email” node.
100. Select the email you want to send and click Next .
101. In the Send to section, select "Contact".
102. Indicate the "Newsletter" type of email.
103. Configure the parameters section of "Send to contact".
104. Under Google Analytics, click "Enable Google Analytics" then Next .
105. In the Variables step, link any variables there may be.
106. Click Complete .
Success!
Your workflow for sending a remarketing campaign according to the RFM model is now ready.
Do you have questions?
Don’t forget, our Connectif specialists are here to help you. To contact them, just open a Support ticket by clicking the blue “Help” button on your dashboard.
Keep learning!
To make the most of your Connectif account, we recommend reading these articles next:
- Optimized email campaign, to optimize the way you send out your email campaigns.
- Recommended products campaign based on RFM, to customize your email strategy according to the position of each customer in the RFM model.
- Monthly best sellers campaign, to send a monthly email with the best selling products of the last month.
- Bulk batch email campaign, to batch send a newsletter to all your contacts, .