6. Re-engage your dormant customers

In this lesson, you’ll learn how to implement a workflow to send a wake-up email to dormant customers to increase repeat sales.

Take advantage of your database to boost sales among contacts who are already customers. With Connectif, you can create email flows that target your customers with products they’re interested in, to boost traffic and conversions. 

 

Lesson summary 

In this lesson, you’ll learn:

• About the different types of Contact segments, to learn how different contact groups work
• About the "On entering segment" and "On leaving the segment" nodes, to check if a contact has left without completing a purchase in a given period.
• How to create a Dynamic Plus segment, to group contacts precisely based on activities, metrics and characteristics.

At the end of the lesson, you will have created in your account:

The dormant customer re-engagement strategy contained in this workflow, through which you’ll send automated personalized emails to customers who have not made a purchase for 30 days. 

 

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 "Reactivating dormant customers".

3. Click   Apply to save the new name of your workflow.

 

STEP 1. "Start" node

How to configure the "Start" node for this strategy

(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.

STEP 2. "On entering segment" node

How the "On entering segment" and "On leaving the segment" nodes work

The "On entering segment" and "On leaving the segment" nodes are used to react when a contact is added to or excluded from a segment, respectively.

In the node interface, you can establish which segment the contacts must be added to in order to trigger it.

 

How segments work in Connectif

In Connectif there are different types of contact segments, which give you three ways to create audience groups:

• Static segment: to group contacts by manual classification, either by importing one or more contacts to the segment, or by their behavior within a workflow. These segments are not configured by conditions.
• Dynamic segment: to automatically group contacts by conditions indicated at the time of their creation, based on the characteristics to be taken into account. These segments are always active and up to date.
• Dynamic Plus segment: to group contacts into much more precise segments as it allows filtering by activities and their metrics in addition to contact fields. Additionally, it has more operators and filtering options.

 

How to create the Dynamic Plus segment for this strategy

(In this step you’ll create a Dynamic Plus segment where you’ll group sleeping customers).

8. Save the workflow and go to “Contacts > Segments”. 

9. Click   Create new segment, select the Dynamic Plus segment type and click   Go to segment editor.

10. In the editor, add the conditions for contacts to be included in the segment. In this case, you’ll add two filters to include contacts who are subscribed to the newsletter and made their last purchase 30 days ago:

• Click the "Select field or activity" drop-down and, in the "Contact profile" group, choose "Newsletter subscription status".

• In the interface, locate the operator selector to be created, select "Is equal to" and indicate "Subscribed" in the value dropdown, which will appear next.

• On the right, click "AND" to add the next condition to the previous one.

• Click "Select field or activity" in the drop-down and, in the "Purchases" group, choose "Last purchase date".

• In the selector that will be created in the interface, locate the operator selector and select "Is in the last", type "30" and select "Days" in the value dropdown, which will appear next.

11. Create the exclusions for the segment. In this case, you'll add a filter to exclude contacts who have made a purchase in the last 29 days:

• Click Add exclusion group.

• Click "Select field or activity" in the drop-down and, in the "Purchases" group, choose "Last purchase date".

• In the interface, locate the operator selector that will be created and select "Is in the last", type "29" and select "Days" in the value dropdown, which will appear next.

12. Click   (Edit), give the segment a name, and click Apply. In this case, "Purchasers 30d"

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 to obtain the contact's last cart – at the moment they enter the "30d Purchasers" segment).

14. In the node selection menu, go to "Triggers > Contact" and drag the "On entering segment” node into the editor so that it connects to the "Start" node.

15. Click  (Edit node settings) for the “On entering segment” node.

16. Under Select a segment, choose the segment created.

17. Under Limitations, uncheck the "Deactivate after triggering" box.

18. Click  Update.

STEP 3. “Fetch last cart” node

How the "Fetch last cart” node works 

This node is used to collect the data referring to the last cart for each contact. In the node interface, you can configure the properties of the cart and how the products will be fetched:

• Select the cart status. To choose active, abandoned or purchased carts, or any cart (the default option).
• Configure the order in which the products in the cart will be obtained. To select the order in which the products will be obtained, generally ascending or descending by price, priority or valuation, while the quantity can only be ascending.

 

How to configure the "Fetch last cart" node for this strategy

(This node will fetch the last cart purchased by the contact).

19. In the node selection menu, go to"Actions > Ecommerce" and drag the "Fetch last cart" node into the editor so that it connects to the “On entering segment” node.

20. Click  (Edit node settings) in the “Fetch last cart” node.

21. In Select cart status, choose the “Purchased” option from the dropdown. No other configuration is necessary as in this case we are interested in obtaining the entire cart to export that information to the next node.

22. Click  Update.

STEP 4. “Fetch products” node

How to configure the "Fetch products" node for this strategy

(This node will fetch products related to the last purchase).

23. In the node selection menu, go to "Actions > Ecommerce" and drag the "Fetch products" node into the editor so that it connects to the "Fetch last cart" node.

24. Click  (Edit node settings) in the “Fetch products” node.

25. To select the use cases, drag “Automatically related to a cart” to the block on the right and “Best sellers”. Click Next .

26. Under Main use case settings:

• Select "12" under Number of products to fetch to fetch up to 12 items of this type.
• In Select related cart, choose the cart "Internal Cart ID (Fetch last cart)" to fetch 12 products related to that cart.
• Click Next .

27. Under Additional use case settings:

• Select "12" under Number of products to fetch to fetch up to 12 items of this type.
• 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 .

28. In Summary, locate the Number of products to fetch section and indicate “12”. Then activate "Exclude the products exported by the nodes before this one". This way, 12 products will be obtained in the node, preferably those of the first case, excluding products from previous nodes.

29. Click Finish .

STEP 5. “Send email” node

How to configure the email for this strategy

(In this step you’ll create the email with the recommended products).

30. 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.

31. Click (Edit node settings) in the “Send email” node. Click Create new content to create a new email.

32. In the Toolbox panel, click the General tab to edit the overall appearance of your email. 

33. On the Components tab, set up the layout and add the elements you want to your email by clicking and dragging them into the editor.

34. Once you’ve configured the text and images of your email, add a Dynamic content element and click   Edit element.

36. Under Template, select Product with brand.

37. 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.

38. Click  Save and  Back to 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’ve just created and click Next .

40. In the Send to section, select "Contact".

41. Indicate the "Newsletter" type of email.

42. Configure the Parameters section of "Send to contact".

43. Under Google Analytics, click "Enable Google Analytics" then Next .

44. In Variables, drag the Name field to match the {{name}} variable. This variable will now include the name that appears in the contact file.

45. 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 cart-related Recommended Products:

• Drag the Literal field to match the {{buttonText}} variable and type into it the text you want the button to display. The text of the button that you have defined will now be included in that variable.
• 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 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 Name field to match the {{buttonUrl_utmContent}} variable. 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. You can also match this variable to another field, for example the ID, if you want to track using other product data.
• 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 Name field to match the {{name}} variable. The name of the product that the contact has added to their cart will now appear in the email.

46. Click Finish .

 

Result

After completing the steps, you’ll have created your strategy to send a reactivation email with recommended products to customers who have not made a purchase for 30 days. 

 

Continue your tour

Now that you've completed this lesson, move on to the next one and create a weekly recommended products push campaign in your account. 

 

• Introduction to Customer Lifetime Value, to understand how these metrics allow you to estimate customer value, and how to create related strategies.
• Dynamic Segment, to dive deeper into these types of segment and their properties, and to learn how to create them.
• Dynamic Plus segment, for an in-depth look at how these groups work and how to use the interface.