In this lesson, you will learn and implement a workflow to send a remarketing email to increase conversion to sales among potential customers.
Having a remarketing strategy is essential for your eCommerce marketing, as it will help you close sales among users who are still in the browsing phase. With Connectif, you can create flows that target your contacts based on the products they have visited, thus boosting web traffic and conversion.
Goal: Conversion.
Elements used: Email.
Implementation time: 1 hour.
We recommend that you follow all the steps and implement this strategy from scratch in your account, but if you need a quick way, the Remarketing template is available in the Workflow Template Directory for you to work with.
Lesson Summary
In this lesson you will learn:
- The "Has abandoned the cart" node, to check if a contact has left a purchase unfinished within a certain period.
By the end of the lesson, you will have created in your account:
The remarketing strategy that contains this workflow, through which you will send a personalized email based on the products the contact has visited.
Strategy Configuration
STEP 0. Create the workflow
How to create the workflow for this strategy
1. In your Connectif account, click on "Workflows > Create new Workflow" and then on Create Blank Workflow.
2. Click on (Edit) and name it "Remarketing".
3. Click on Apply to save your workflow name.
STEP 1. "Start" node
How to configure the "Start" node for this strategy
(This node sets the audience to which the workflow will be directed).
4. Click on (Edit node settings) of the “Start” node.
5. Under Select a restriction, check "My entire list" and select "Contacts with email".
6. Under Select data source, check "All existing and new".
7. Click on Update.
In this step, we have instructed Connectif to activate the workflow for all contacts for whom we have an email, both new and existing.
STEP 2. "When visiting a product" node
How to configure the "When visiting a product" node for this strategy
(This node will trigger the next workflow action, in this case sending the inline subscription to push notifications, when a contact visits your website).
8. In the node selection menu, go to "Triggers > E-commerce" and drag the "When visiting a product" node to the editor so that it connects with the "Start" node.
9. Click on (Edit node settings) of the “When visiting a product” node.
10. Click on Limitations and uncheck the box "Disable after triggering".
11. Under Temporarily disable after event, add a limitation of "3 Days.
12. Click on Update.
In this step, we told Connectif that when a contact visits any product page from any device, it should proceed to the next action. Also, this node cannot be passed again until 3 days have passed since the first time a contact passed through it.
STEP 3. First "Wait" node
How to configure the "Wait" node for this strategy
(This node will create a delay before continuing through the workflow).
13. In the node selection menu, go to "Actions > System" and drag the "Wait" node to the editor so that it connects with the "When visiting a product" node.
14. Click on (Edit node settings) of the “Wait” node.
15. Under Define wait time, select "A time period" and enter "1" Day.
16. Click on Update.
In this step, we have told Connectif to wait one day before continuing through 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 to the editor so that it connects with the previous "Wait" node.
18. Click on (Edit node settings) of the “Check value” node.
19. Drag the field "Newsletter subscription status" from "Contact" to the left block. This tells Connectif to check the Newsletter subscription status on the contact’s profile.
20. Then, under Operator, choose "Equals".
21. Drag the "Literal" field to the right block and select "Subscribed".
22. Click on Update.
In this step, we instructed Connectif to check if visitors have the newsletter subscription field set to "Subscribed" in their contact profile. If they are subscribed, the flow will continue. If not, the strategy will stop.
STEP 5. "Has made a purchase" node
How to configure the "Has made a purchase" 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 > E-commerce" and drag the "Has made a purchase" node to the editor so that it connects with the "Check value" node.
24. On the connection between this node and the previous one, click the circle until "Yes" appears. This way, contacts who are subscribed to the newsletter will continue through the flow.
25. Click on (Edit node settings) of the “Has made a purchase” node.
26. Under Number of purchases made, select "Is greater than" and set "0" purchases to filter contacts who have made at least one purchase.
27. In the dropdown for Set conditions to define a specific purchase set, select “In the last time interval” and set “1” Day, to filter purchases made by the contact within the last day.
28. Click on Update.
STEP 6. "Has abandoned the cart" node
How the "Has abandoned the cart" node works
This node is used to check any carts the contact may have abandoned and their characteristics. In the node interface, you configure the number of abandoned carts and the dates or intervals when they were abandoned, which will serve as the condition to distribute contacts.
Additionally, conditions can be added that the cart products and the cart itself must meet.
How to configure the "Has abandoned the cart" node for this strategy
(This node will identify if the contact has abandoned any cart during the waiting period).
29. In the node selection menu, go to "Conditions > E-commerce" and drag the "Has abandoned the cart" node to the editor so that it connects with the "Has made a purchase" node.
30. On the connection between this node and the previous one, click the circle until "No" appears. This way, contacts who have not made a purchase will continue through the flow.
31. Click on (Edit node settings) of the “Has abandoned the cart” node.
32. Under Number of carts, select "Is greater than" and set "0" carts to filter contacts who have abandoned at least one cart.
33. In the dropdown for Set conditions to define a specific purchase set, select “In the last time interval” and set “1” Day, to filter carts abandoned by the contact within the last day.
34. Click on Update.
In this step, we instructed Connectif to check if the contact has left any unfinished purchase in the last day, to stop the flow if any cart was abandoned or continue if not.
STEP 7. First “Get products” node
How to configure the "Get products" node for this strategy
(This node will get products recommended based on those visited by the contact).
35. In the node selection menu, go to "Actions > E-commerce" and drag the "Get products" node to the editor so that it connects with the "Has abandoned the cart" node.
36. On the connection between this node and the previous one, click the circle until "No" appears. This way, contacts who have not abandoned any cart will continue through the flow.
37. Click on (Edit node settings) of the “Get products” node.
38. To select use cases, drag "Last visited products" to the right block and "Automatically related to a product" to the additional use case. Click Next .
39. Under Main case configuration, select "6" for Number of products to get, so Connectif will get up to 6 items among the last visited. No other changes are needed in the remaining settings.
40. Click Next .
41. Under Additional case configuration, select "6" for Number of products to get, so that if the contact has visited fewer than 6 products, products related to the last visited one will be retrieved.
42. Under Select related product, set in Imported data the option “Product (When visiting a product)” and click Next .
43. On the Summary, locate the Number of products to get and enter “6”.
44. (Recommended). Assign a name to the node to differentiate it from the second "Get Products" node, in this case, "Get last visited products" and click Finish .
In this step, we instructed Connectif to retrieve, for later use in the remarketing email, the last products visited by the contact. We requested up to 6 products, first among those visited, and if fewer than 6 were visited, among those related to the last visited product.
STEP 8. Second “Get products” node
How to configure the "Get products" node for this strategy
(This node will get products recommended based on those visited by the contact).
45. In the node selection menu, go to "Actions > E-commerce" and drag the "Get products" node to the editor so that it connects with the first "Get products" node.
46. Click on (Edit node settings) of the “Get products” node.
47. To select use cases, drag "Automatically related to a product list" to the right block. Click Next .
48. Under Main case configuration, select "6" for Number of products to get so Connectif will retrieve up to 6 items.
49. Under Select related products, select "Get last visited products" so Connectif imports those related to the last visited products.
50. Click Next .
51. On the Summary, locate the Number of products to get and enter “6”, and check the box “Exclude products exported by previous nodes” to ensure no duplicate products are retrieved from the previous node or the visited product.
52. (Recommended). Assign a name to the node to differentiate it from the first "Get Products" node, in this case, "Get recommended products" and click Finish .
In this step, we instructed Connectif to retrieve, for later use in the remarketing email, products related to the last products visited by the contact. We requested up to 6 products among those related to the products obtained in the previous node.
STEP 9. "Send email" node
How to configure the email for this strategy
(In this step you will create an email that includes dynamic content with the visited and recommended products).
53. In the node selection menu, go to "Actions > Email" and drag the "Send email" node to the editor so that it connects with the second "Get products" node.
54. Click on (Edit node settings) of the “Send email” node. Click on Create new content to create a new email.
55. In the Tools panel, click the General tab to edit the general appearance settings of your email.
56. In the Components tab, configure the layout and add the elements you want to your email by clicking and dragging them into the editor.
If you need help, you have all the steps available to create an email in this lesson.
57. Once you have configured the text and images of your email, add a Dynamic Content element where the last visited products will be displayed.
58. Click on Edit element on the Dynamic Content element and name it "Last visited products".
59. Under Template, select the first option.
60. Under Structure, configure the rows and columns to display and check the box Show incomplete rows. In this case, we chose 2 rows and 3 columns on desktop, and 3 rows and 2 columns on mobile.
61. Once you have configured the Dynamic Content for last visited products, add another Dynamic Content element to display recommended products and edit it using the same procedure as the previous content:
Click on Edit element and name it "Recommended products".
Under Template, select Product with brand.
Under Structure, configure 2 rows and 3 columns on desktop, and 3 rows and 2 columns on mobile.
62. Click on Save and Return 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. Under Send to, select "Contact".
65. Specify the email type as "Newsletter".
66. Configure the Send to contact parameters.
67. Under Google Analytics, click "Enable Google Analytics" and then click Next .
68. Under Variables, drag the contact field Name to match the variable {{name}}. This will include the name from the contact’s profile in that variable.
69. Under Variables, drag to the Dynamic Content area to complete the variables for Last visited products with data obtained from the "Get products" node that retrieves the Last visited products:
- Drag the product field Name to match the variable {{title}}. This will display the product name the contact has added to the cart in the email.
- Drag the product field Image URL to match the variable {{imageURL}}. This will display the product image in the email.
- Drag the product field Unit price to match the variable {{price}}. This will display the product price in the email.
Drag the field Literal to match the variable {{buttonUrl_utmContent}} and enter the UTM to customize the URL of the button for each product. This will include a UTM to track in Google Analytics the product page visits coming from this strategy.
- Drag the field Detail URL to match the variable {{buttonUrl}}. This will include the URL of the product page in your catalog.
Drag the field Discount percentage to match the variable {{discount}}. This will include the discount percentage of that product in your catalog.
- Drag the field Original unit price to match the variable {{originalPrice}}. This will include the original unit price of that product.
- Drag the field Literal to match the variable {{buttonText}} and enter the text you want the button to display. This will include the button text you defined.
70. Under Variables, drag to the Dynamic Content area to complete the variables for Recommended products with data obtained from the "Get products" node that retrieves the Recommended products:
- Drag the product field Name to match the variable {{title}}. This will display the product name the contact has added to the cart in the email.
- Drag the product field Image URL to match the variable {{imageURL}}. This will display the product image in the email.
- Drag the product field Unit price to match the variable {{price}}. This will display the product price in the email.
Drag the field Literal to match the variable {{buttonUrl_utmContent}} and enter the UTM to customize the URL of the button for each product. This will include a UTM to track in Google Analytics the product page visits coming from this strategy. Here, differentiate the UTM for recommended products from the one used in the previous assignment.
- Drag the field Detail URL to match the variable {{buttonUrl}}. This will include the URL of the product page in your catalog.
Drag the field Discount percentage to match the variable {{discount}}. This will include the discount percentage of that product in your catalog.
- Drag the field Original unit price to match the variable {{originalPrice}}. This will include the original unit price of that product.
- Drag the field Literal to match the variable {{buttonText}} and enter the text you want the button to display. This will include the button text you defined.
71. Click Finish .
In this step, we sent an email to contacts who have neither made a purchase nor abandoned any cart in the last day. The email includes personalized products obtained from two different "Get products" nodes, to include visited products or products related to the last visited product and, if there are not enough to complete the email, recommended products based on the last visited products.
Result
After completing the steps, you will have created your strategy to send a remarketing email to your undecided buyers, one day after they start their purchase process, featuring the products they have visited alongside recommended products.
Continue your journey
Now that you have completed this lesson, continue with the next one, where you will create in your account a strategy to reactivate dormant customers.
Congratulations!
You have reached the end of the lesson.
Return to the course
Access the full course index and explanation of each lesson at this link.
Related readings
If you want to deepen your knowledge on any of the topics covered in this lesson, you can access the documentation of the guide:
- Product profile, to view all the information collected by Connectif about your eCommerce products individually.
- Product synchronization and verification, to understand how Connectif updates to offer recommendations, provide details, and display products in content.
- Product segments, to have real-time groups of products to use in different strategies.