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.
Sure, here's the translation into English:
Sure, here's the translation into English:
STEP 9. "Send email" Node
How to configure the email for this strategy
(In this step, you will create an email where dynamic content will be included 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 it connects to 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 on the General tab to edit the general appearance parameters of your email.
56. In the Components tab, configure the composition and add the elements you want to your email by clicking on them and dragging them to the editor.
If you need it, you have all the steps 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. In Template, select the second option.
60. In Structure, configure the rows and columns to display and activate the Show incomplete rows checkbox. In this case, we have chosen 2 rows and 3 columns on desktop, and 3 rows and 2 columns on mobile.
61. Once you have configured the Dynamic Content for the last visited products, add another Dynamic Content element where you will display the recommended products and edit it with the same procedure as the previous content:
-
Click on Edit element and name it "Recommended products".
-
In Template, select Product with brand.
- In Structure, configure 2 rows and 3 columns on desktop, and 3 rows and 2 columns on mobile.
62. Click on 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 on Next .
64. In the Send to section, select "Contact".
65. Indicate the type of email "Newsletter".
66. Configure the Send to contact parameters section.
67. In Google Analytics, click "Enable Google Analytics" and then click on Next .
68. In Variables, drag the Name field to match the variable {{name}}. This way, the name that appears in the contact's record will be included in that variable.
69. In Variables, drag to the Dynamic Content area to complete the Last visited products variables with the data obtained from the "Get products" node:
- Drag the Name field to match the variable {{title}}. This way, the name of the product that the contact added to the cart will appear in the email.
- Drag the Image URL field to match the variable {{imageURL}}. This way, the image that appears in the product record will appear in the email.
- Drag the Unit price field to match the variable {{price}}. This way, the price that appears in the product record will appear in the email.
- Drag the Literal field to match the variable {{buttonUrl_utmContent}} and enter the UTM to personalize the URL of each product's button. This way, a UTM will be included in that variable, allowing you to monitor in Google Analytics the product page visits that come from this strategy.
- Drag the Detail URL field to match the variable {{buttonUrl}}. This way, the product page URL in your catalog will be included in that variable.
- Drag the Discount percentage field to match the variable {{discount}}. This way, the discount percentage of that product that appears in your catalog will be included in that variable.
- Drag the Original unit price field to match the variable {{originalPrice}}. This way, the original unit price of that product will be included in that variable.
- Drag the Literal field to match the variable {{buttonText}} and enter the text you want the button to display. This way, the text you have defined will be included in that variable.
70. In Variables, drag to the Dynamic Content area to complete the Recommended variables with the data obtained from the "Get products" node:
- Drag the Name field to match the variable {{title}}. This way, the name of the product that the contact added to the cart will appear in the email.
- Drag the Image URL field to match the variable {{imageURL}}. This way, the image that appears in the product record will appear in the email.
- Drag the Unit price field to match the variable {{price}}. This way, the price that appears in the product record will appear in the email.
- Drag the Literal field to match the variable {{buttonUrl_utmContent}} and enter the UTM to personalize the URL of each product's button. This way, a UTM will be included in that variable, allowing you to monitor in Google Analytics the product page visits that come from this strategy. In this case, differentiate the UTM for recommended products from the one you used in the previous assignment.
- Drag the Detail URL field to match the variable {{buttonUrl}}. This way, the product page URL in your catalog will be included in that variable.
- Drag the Discount percentage field to match the variable {{discount}}. This way, the discount percentage of that product that appears in your catalog will be included in that variable.
- Drag the Original unit price field to match the variable {{originalPrice}}. This way, the original unit price of that product will be included in that variable.
- Drag the Literal field to match the variable {{buttonText}} and enter the text you want the button to display. This way, the text you have defined will be included in that variable.
71. Click on Finish .
In this step, we have sent an email to contacts who have not made any purchases or abandoned any carts in the last day. In the email, we have included personalized products obtained from two different "Get products" nodes, to include the visited products or products related to the last visited product and, if there were not enough to complete the email, with 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 starting their purchase process, with the products they have visited along with 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 customer reactivation strategy.
Congratulations!
You have reached the end of the lesson.
Return to course
Access the complete course index and the explanation of each lesson at this link.
Related readings
If you want to delve deeper into any of the learnings acquired in this lesson, you can access the guide documentation:
- Product sheet, to view all the information collected by Connectif about the products of your e-commerce, individually.
- Synchronization and verification of products, to understand how Connectif updates to offer recommendations, provide details, and display products in the contents.
- Product segments, to have real-time groups of products to use in different strategies.