In this lesson, you will learn and implement a workflow to send a reactivation email to dormant customers to increase sales recurrence.
Leverage your database to boost sales among your contacts who are already customers. With Connectif, you can create email flows that impact your customers with products of their interest, thus promoting web traffic and conversion.
Objective: Reactivation.
Elements used: Email.
Implementation time: 1.5 hours.
We recommend that you follow all the steps and implement this strategy from scratch in your account, but if you need a quick way, in the Workflow Template Directory you have the Dormant Buyers Reactivation template available to work with.
Lesson Summary
In this lesson you will learn:
- The different types of Contact Segments, to understand how contact groups work.
- The "On entering segment" and "On leaving segment" nodes, to check if a contact has left an unfinished purchase within a certain period.
- How to create a Dynamic Plus Segment, to group contacts precisely based on activities, metrics, and characteristics.
By the end of the lesson, you will have created in your account:
The dormant customer reactivation strategy containing this workflow, through which you will automate sending personalized emails to those customers who have not purchased in 30 days.
Strategy Configuration
STEP 0. Creating 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 "Dormant Buyers Reactivation".
3. Click on Apply to save the new workflow name.
STEP 1. "Start" Node
How to configure the "Start" Node for this strategy
(This node sets the audience that the workflow will target).
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.
At this step, we have instructed Connectif to activate the workflow for all contacts with an email, both new and existing.
STEP 2. "On entering segment" Node
How the "On entering segment" and "On leaving segment" nodes work
The "On entering segment" and "On leaving segment" nodes are used to react the moment a contact is added to or removed from a segment, respectively.
In the node interface, you set the segment where contacts must be added or removed to trigger it.
How segments work in Connectif
In Connectif, there are types of contact segments that allow three different ways to create audience groups:
- Static segment: to group contacts by manual classifications, either by importing one or more contacts into the segment or by their behavior within a workflow. These segments are not configured by conditions.
- Dynamic segment: to automatically group contacts using conditions set at creation, based on the characteristics to consider. These segments are always active and updated.
- Dynamic plus segment: to group contacts into much more precise segments, as it allows filtering not only by contact fields but also by activities and their metrics. Additionally, it provides more operators and filtering options.
How to create the Dynamic Plus Segment for this strategy
(In this step, you will create a Dynamic Plus Segment grouping dormant customers).
8. Save the workflow and go to “Contacts > Segments”.
9. Click on Create New Segment, and select the Dynamic Plus Segment type.
10. In the editor, add the conditions for the contacts to be included in the segment. In this case, you will add two filters to include contacts subscribed to the newsletter who made their last purchase 30 days ago:
Click the dropdown "Select field or activity" and, in the "Emails" group, choose "Newsletter subscription status".
In the interface, locate the operator selector that will be created and select "Is equal to", and specify "Subscribed" in the value dropdown that appears next.
On the right, click "And" to add the next condition.
- Click the dropdown "Select field or activity" and, in the "Purchases" group, choose "Last purchase date".
- In the selector created in the interface, locate the operator selector and select "Is within the last", enter "30" and select "Days" in the value dropdown that appears next.
11. Create exclusions for the segment. In this case, add a filter to exclude contacts who have made a purchase in the last 29 days:
- Click Add exclusion group.
- Click the dropdown "Select field or activity" and, in the "Purchases" group, choose "Last purchase date".
- In the interface, locate the operator selector that will be created and select "Is within the last", enter "29" and select "Days" in the value dropdown that appears next.
12. Click (Edit), assign a name to the segment, and click Apply. In this case, "30d Buyers".
13. Click Save and return to the workflow for this strategy.
How to configure the "On entering segment" node for this strategy
(This node will activate the next step of the workflow, in this case obtaining the contact's last cart, at the moment they enter the "30d Buyers" segment).
14. In the node selection menu, go to "Triggers > Contact" and drag the "On entering segment" node to the editor, connecting it to the "Start" node.
15. Click (Edit node settings) of the “On entering segment” node.
16. Under Select a segment, choose the segment you created.
17. Click Limitations and uncheck the box "Disable after triggering".
18. Click Update.
At this step, we have instructed Connectif to activate the flow when a contact subscribed to the newsletter has not purchased for 30 days (and thus enters the segment we created).
STEP 3. "Get Last Cart" Node
How the "Get Last Cart" Node works
This node is used to gather data related to each contact's last cart. In the node interface, you configure the cart properties and how the products will be obtained:
Select cart status. Choose active, abandoned, purchased carts, or the default option, any.
Configure the order in which cart products will be obtained. To select the order for obtaining products, generally ascending or descending by price, priority, or rating, while quantity can only be ascending.
How to configure the "Get Last Cart" Node for this strategy
(This node will obtain the last cart purchased by the contact).
19. In the node selection menu, go to "Actions > E-commerce" and drag the "Get Last Cart" node to the editor, connecting it to the "On entering segment" node.
20. Click (Edit node settings) of the “Get Last Cart” node.
21. Under Select cart status, choose the “Purchased” option from the dropdown. No other configuration is necessary, as we want to obtain the complete cart to export that information to the next node.
22. Click Update.
At this step, we have instructed Connectif to get the last cart purchased by the contact so that the next node can obtain recommended products based on this purchase.
STEP 4. "Get Products" Node
How to configure the "Get Products" Node for this strategy
(This node will obtain products related to the last purchase).
23. In the node selection menu, go to "Actions > E-commerce" and drag the "Get Products" node to the editor, connecting it to the "Get Last Cart" node.
24. Click (Edit node settings) of the “Get Products” node.
25. To select use cases, drag "Automatically related to a cart" to the right block and "Best sellers". Click Next.
26. In Main case configuration:
Select "12" in Number of products to get to obtain up to 12 products of this type.
In Select related cart, choose the cart "Internal cart ID (Get Last Cart)" to get 12 products related to that cart.
Click Next.
27. In Additional case configuration:
Select "12" in Number of products to get to obtain up to 12 products of this type.
In Select purchase time period, choose "Best sellers of the last month" and check the box "Randomize the obtained products".
Click Next.
28. In Summary, locate the section Number of products to get and enter “12”. Then, enable "Exclude products exported by previous nodes to this one". This way, the node will obtain 12 products, preferably from the first case, excluding products from previous nodes.
29. Click Finish.
At this step, we have instructed Connectif to obtain 12 products related to the contact's last purchase to personalize the email. If there aren’t 12 products of these characteristics, Connectif will fill the list with the best sellers from our store in the last month. Also, products from the previous node, i.e., those the contact already purchased, are excluded from this result.
STEP 5. "Send Email" Node
How to configure the email for this strategy
(In this step, you will create and send the email with the recommended products).
30. In the node selection menu, go to "Actions > Email" and drag the "Send Email" node to the editor, connecting it to the "Get Products" node.
31. Click (Edit node settings) of the “Send Email” node. Click Create new content to create a new email.
32. In the Tools panel, click the General tab to edit the general appearance parameters of your email.
33. In the Components tab, configure the composition and add the elements you want to your email by clicking and dragging them into the editor.
If needed, all steps to create an email are available in this lesson.
34. Once you have configured the text and images of your email, add a Product type element and edit it.
36. Under Template, select the first option.
37. Under Structure, configure the rows and columns to display and check the Show incomplete rows box. In this case, we chose 2 rows and 3 columns on desktop, and 3 rows and 2 columns on mobile.
38. Click Save and return to the content list.
How to configure the "Send Email" Node for this strategy
(This node will send the email with the products).
39. Select the email you just created and click Next.
40. In the Send to section, select "Contact".
41. Specify the email type as "Newsletter".
42. Configure the "Send to contact" Parameters.
43. Under Google Analytics, click "Enable Google Analytics" and then click Next.
44. In Variables, drag the contact field Name to match the variable {{name}}. This way, the variable will include the name appearing in the contact's record.
45. In Variables, drag into the Dynamic Content area to fill variables with data obtained from the "Get Products" node, which retrieves Recommended Products related to the cart:
- Drag the Literal field to match the variable {{buttonText}} and enter the text you want the button to display. This way, the variable will include the button text you defined.
- Drag the product field Unit Price to match the variable {{price}}. This will display the price shown in the product record in the email.
- Drag the Detail URL field to match the variable {{buttonUrl}}. This variable will include the product page URL from your catalog.
- Drag the Name field to match the variable {{buttonUrl_utmContent}}. This variable will include a UTM parameter to track product page visits from this strategy in Google Analytics. You can also match this variable with another field, such as the ID, if you want to track via other product data.
- Drag the product field Image URL to match the variable {{imageURL}}. This will display the product image in the email.
- Drag the product field Name to match the variable {{title}}. This will display the product name that the contact added to the cart.
46. Click Finish.
At this step, we have instructed Connectif to send a personalized email to the contact with the products obtained in previous nodes, showing products that may interest them (either because they are related to their last purchase or because they have been popular among our customers this month), encouraging them to buy again.
Result
After completing the steps, you will have created your strategy to send a reactivation email to your customers who have not made a purchase in 30 days, with recommended products for them.
Continue Your Journey
Now that you have completed this lesson, continue with the next one, where you will create in your account a weekly push campaign of recommended products.
Congratulations!
You have reached the end of the lesson.
Return to the course
Access the full course index and explanations of each lesson at this link.
Related Readings
If you want to deepen any of the learnings acquired in this lesson, you can access the guide documentation:
- Introduction to Customer Lifetime Value, to learn about these metrics that allow you to estimate the value of your customers and develop strategies like this.
- Dynamic Segment, to dive deeper into this type of segment, its properties, and learn how to create them.
- Dynamic Plus Segment, to thoroughly learn how these groups work and navigate the interface.