In this lesson, you’ll learn how to implement a workflow for sending a remarketing email to increase sales conversion among potential customers.
A remarketing strategy is essential for your ecommerce business – it’ll help you close sales among potential customers who are still in the search phase. With Connectif, you can create flows that target your contacts based on the products they’ve visited, thereby promoting web traffic and conversion.
Objective: Conversion.
Elements used: Email.
Implementation time: 1 hour.
We recommend following all the steps and implementing this strategy from scratch in your account. However, if you need a shortcut, you can use the Remarketing template in the Workflows Templates Directory.
Lesson summary
In this lesson, you’ll learn about:
- The "Has abandoned cart" node, to check if a contact has left without completing a purchase in a given period.
At the end of the lesson, you will have created in your account:
The remarketing strategy contained in this workflow, whereby you’ll send a personalized email based on the products that the contact has visited.
Strategy configuration
STEP 0. Workflow creation
How to create the workflow for this strategy
1. In your Connectif account, click "Workflows > Create new workflow" and then
Create blank workflow.
2. Click (Edit) and name it "Remarketing".
3. Click Apply to save the new name of your workflow.
STEP 1. "Start" node
Cómo configurar el Nodo "Inicio" para esta estrategia
(This node will establish the target audience for the workflow).
4. Click (Edit node settings) for the “Start” node.
5. Under Select a limitation, check "All my list" and select "Contacts with email".
6. Under Select data source, check “All existing and new”.
7. Click Update.
In this step, we have told Connectif to activate the workflow for all contacts that visit the website, both new and existing, and whose email we have.
STEP 2. “On product visit" node
How to configure the "On product visit" node for this strategy
(This node will cause the next action in the workflow to be triggered, in this case sending the inline message for push subscription, when a contact visits your website).
8. In the node selection menu, go to "Triggers > Ecommerce" and drag the "On product visit" node into the editor so that it connects to the "Start" node.
9. In the "On product visit" node, click (Edit node settings)
10. Under Limitations, uncheck the "Deactivate after triggering" box.
11. In Temporarily disable after event, add a limitation of “3” Days.
12. Click Update.
In this step we have told Connectif to send the contact to the next action when they visit any product page from any device. Furthermore, this node cannot be passed until three days after the first time a contact passes through it.
STEP 3. First "Wait" node
How to configure the "Wait" node for this strategy
(This node will initiate a waiting period before continuing the workflow).
13. In the node selection menu, go to "Actions > System" and drag the "Wait" node into the editor so that it connects to the "On product visit” node.
14. Click (Edit node settings) for the “Wait” node.
15. Under Set the time delay, select "A period of time" and enter "1" Day.
16. Click Update.
In this step we have told Connectif to wait one day before continuing the flow.
STEP 4. “Check value” node
How to configure the "Check value" node for this strategy
(This node will check if the contact is subscribed to the newsletter).
17. In the node selection menu, go to "Conditions > System" and drag the "Check value" node into the editor, so that it connects to the previous "Wait" node.
18. Click (Edit node settings) for the “Check value” node.
19. Drag the "Newsletter subscription status" field from "Contact" to the block on the left. This way, you are telling Connectif to check the newsletter subscription status in the contact form.
20. Next, under Operator, choose "Is equal to".
21. Drag the "Literal" value to the block on the right and select "Subscribed".
22. Click Update.
In this step we have told Connectif to check if a visitor’s newsletter subscription field has the status "Subscribed" in their contact sheet. If they are subscribed, the flow will continue. If the contact is not subscribed, the strategy will stop.
STEP 5. "Has purchased" node
How to configure the "Has purchased" node for this strategy
(This node will identify if the contact has made a purchase during the waiting period).
23. In the node selection menu, go to "Conditions > Ecommerce" and drag the "Has purchased" node into the editor so that it connects to the second "Check value" node.
24. At the junction of this node with the previous one, click on the circle until "Yes" appears. Contacts who are subscribed to the newsletter will now continue through the flow.
25. Click (Edit node settings) in the "Has purchased" node.
26. In The number of purchases made, select “Greater than" and enter "0" purchases, to detect contacts who have made at least one purchase.
27. In the Configure the conditions to define a specific set of purchases dropdown, select “In the last time interval” and set “1” Day, to filter that the contact's purchases have been made in the last day.
28. Click Update.
In this step we have told Connectif to check if the contact has made a purchase in the last day, to stop the flow if a purchase has been completed or continue it if not.
STEP 6. "Abandoned cart" node
How the "Abandoned cart" node works
This node is used to check any carts that the contact has abandoned and their characteristics. In the node interface, you can configure the number of abandoned carts and the dates or intervals in which they have been abandoned, which will serve as a condition for distributing contacts.
In addition, you can add conditions that must be met by the products in the cart and the cart itself.
How to configure the "Has abandoned cart" node for this strategy
(This node will identify if the contact has abandoned a cart during the waiting period).
29. In the node selection menu, go to "Conditions > Ecommerce" and drag the "Has abandoned cart" node into the editor so that it connects to the "Has purchased" node.
30. At the junction of this node with the previous one, click on the circle until "No" appears. Contacts who have not made a purchase will now continue through the flow.
31. Click (Edit node settings) in the “Has abandoned cart” node.
32. After The number of carts, select "Greater than" and set to "0" carts to filter those contacts who have abandoned at least one cart.
33. In the Configure the conditions to define a specific set of carts drop-down, select “In the last time interval” and set “1” Day, to filter that the contact's abandoned carts are from the last day.
34. Click Update.
In this step we have told Connectif to check if the contact has left an incomplete purchase in the last day, to stop the flow if they have abandoned a cart or continue through it if they have not.
STEP 7. First “Fetch products” node
How to configure the "Fetch products" node for this strategy
(This node will fetch products related to those visited by the contact).
35. In the node selection menu, go to "Actions > Ecommerce" and drag the "Fetch products" node into the editor so that it connects to the "Has abandoned cart" node.
36. At the junction of this node with the previous one, click on the circle until "No" appears. Contacts who have not abandoned any cart will now continue through the flow.
37. Click (Edit node settings) in the “Fetch products” node.
38. To select the use cases, drag "Last visited products" to the block on the right and "Automatically related to a product" to the additional use case. Click Next .
39. In Main use case settings, indicate "6" next to Number of products to fetch, so that Connectif fetches up to six items related to the product visited. You shouldn’t make any changes to the rest of the settings.
40. Click Next .
41. In Additional use case settings, select "6" in Number of products to fetch so that if the contact has not visited six or more products, they will be fetched from among the related products to the one visited.
42. Under Select the related product, select Imported data and the option “Product (When visiting a product)” and click Next .
43. In Summary, locate the Number of products to fetch and choose “6”.
44. (Recommended). Give the node a name to differentiate it from the second "Fetch products" node, in this case “Fetch Last Visited Products” and click Finish .
In this step we have instructed Connectif to fetch the last products visited by the contact to use them later in the remarketing email. In this case, we have asked Connectif to fetch up to six products, firstly from among those visited and then (if fewer than six were visited) from those related to the last product visited.
STEP 8. Second “Fetch products” node
How to configure the "Fetch products" node for this strategy
(This node will fetch products related to those visited by the contact).
45. In the node selection menu, go to"Actions > Ecommerce" and drag the "Fetch products" node into the editor so that it connects to the second “Fetch products” node.
46. Click (Edit node settings) in the “Fetch products” node.
47. To select the use cases, drag Automatically related to a list of products to the block on the right. Click Next .
48. In Main use case settings, indicate "6" next to Number of products to fetch, so that Connectif fetches up to six items.
49. Under Select related products, select "Fetch last viewed products" to have Connectif import products related to the last ones viewed.
50. Click Next .
51. In Summary, locate the Number of products to fetch and indicate "6", then activate the box “Exclude the products exported by the nodes before this one” to ensure that the products fetched do not repeat those from the previous node or the visited product.
52. (Recommended). Give the node a name to differentiate it from the first "Fetch products" node, in this case "Fetch recommended products" and click Finish .
In this step we have instructed Connectif to fetch products related to the last ones visited by the contact, to use them later in the remarketing email. In this case, we have asked Connectif to fetch up to six products from those related to the ones fetched in the previous node.
STEP 9. “Send email” node
How to configure the email for this strategy
(In this step you’ll create an email that will include dynamic content with the products visited and recommended).
53. In the node selection menu, go to "Actions > Email" and drag the "Send email" node into the editor so that it connects to the “Fetch products” node.
54. Click (Edit node settings) in the “Send email” node. Click Create new content to create a new email.
55. In the Toolbox panel, click the General tab to edit the overall appearance of your email.
56. In the Components tab, set up the layout and add the elements you want to your email by clicking and dragging them into the editor.
If you need them, all the steps to create an email are available in this lesson.
57. Once you have configured the text and images of your email, add a Dynamic Content element where the last products visited will be displayed.
58. Click Edit element above the Dynamic Content element and name it "Last Products Visited".
59. Under Template, select Product with brand.
60. Under Structure, choose the number of rows and columns to display and check the Show incomplete rows box. In this case, we have chosen two rows and three columns on desktop, and three rows and two columns on mobile.
61. Once you have configured the Dynamic Content of the last visited products, add another Dynamic Content element, where you’ll show the recommended products, and edit it in the same way you did the previous content:
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Click Edit element and name it "Recommended products".
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Under Template, select Product with brand.
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Under Structure, set two rows and three columns on desktop, and three rows and two columns on mobile.
62. Click Save and Back to content list.
How to configure the "Send email" node for this strategy
(This node will send the email of the strategy you just created).
63. Select the email you want to send and click Next .
64. In the Send to section, select "Contact".
65. Indicate the "Newsletter" type of email.
66. Configure the Parameters section of "Send to contact".
67. Under Google Analytics, click "Enable Google Analytics" then Next .
68. In Variables, drag the Name field to match the {{name}} variable. This variable will now include the name that appears in the contact file.
69. Under Variables, drag the following fields to the Dynamic Content area to populate variables with the data obtained from the "Fetch products" node tasked with fetching the Last products visited:
- Drag the Name field to match the {{title}} variable. The name of the product that the contact has added to their cart will now appear in the email.
- Drag the Image Url product field to match the {{imageUrl}} variable. The image that appears on the product sheet will now appear in the email.
- Drag the Unit price field to match the {{price}} variable. The price that appears in the product sheet will now appear in the email.
- Drag the Literal field so that it matches the {{buttonUrl_utmContent}} variable and enter the UTM with which to customize the URL of the button for each product. A UTM will now be included in this variable, with which you can monitor visits to the product page from this strategy in Google Analytics.
- Drag the Detail Url field to match the {{buttonUrl}} variable. This variable now will include the address of the product file that appears in your catalog.
- Drag the Percentage discount field to match the variable {{discount}}. This variable will now include the discount percentage of the product that appears in your catalog.
- Drag the Original unit price field to match the {{originalPrice}} variable. As a result, this variable will include the original unit price of that product.
- Drag the Literal field to match the {{buttonText}} variable, and type the text you want the button to display into it. The text of the button that you have defined will now be included in that variable.
70. Under Variables, drag the following fields to the Dynamic Content area to populate the Recommended variables with the data obtained from the "Fetch products" node tasked with fetching the Recommended products:
- Drag the Name field to match the {{title}} variable. The name of the product that the contact has added to their cart will now appear in the email.
- Drag the Image Url product field to match the {{imageUrl}} variable. The image that appears on the product sheet will now appear in the email.
- Drag the Unit price field to match the {{price}} variable. The price that appears in the product sheet will now appear in the email.
- Drag the Literal field so that it matches the {{buttonUrl_utmContent}} variable and enter the UTM with which to customize the URL of the button for each product. A UTM will now be included in this variable, with which you can monitor visits to the product page from this strategy in Google Analytics. In this case, differentiate the UTM of the recommended products from the one you used in the previous assignment.
- Drag the Detail Url field to match the {{buttonUrl}} variable. This variable now will include the address of the product file that appears in your catalog.
- Drag the Percentage discount field to match the variable {{discount}}. This variable will now include the discount percentage of the product that appears in your catalog.
- Drag the Original unit price field to match the {{originalPrice}} variable. As a result, this variable will include the original unit price of that product.
- Drag the Literal field to match the {{buttonText}} variable, and type the text you want the button to display into it. The text of the button that you have defined will now be included in that variable.
71. Click Finish .
In this step we have sent an email to contacts who have not made a purchase or abandoned a cart in the last day. In the email we’ve included personalized products fetched from two different "Fetch products" nodes, to include the products visited or products related to the last product visited and, if there aren’t enough to complete the email, recommended products based on the last products visited.
Result
After completing the steps, you will have created your strategy to send a remarketing email to your undecided shoppers, one day after starting their purchase process, with the products they have visited along with recommended products.
Continue your tour
Now that you've completed this lesson, move on to the next one and create a dormant customer re-engagement strategy in your account.
Congratulations!
You’ve reached the end of the tutorial.
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Access the complete course index and explanation of each lesson here.
Related reading
If you want to dive deeper into any of the topics covered in this lesson, you can access the guide documentation:
- Product page, to view all the information collected by Connectif about each individual products in your ecommerce site.
- Product segments, to learn how to use groups of products that are available in real time in different strategies.