Reactivate customers who tend to shop only once a year in the same season and incentivize them with a coupon.
In this article, you’ll learn how to create a seasonal shopper reactivation strategy.
Objective: Reactivation.
Difficulty: Intermediate.
When to use it: Anytime.
This strategy is part of our pool of templates. To implement it in your account, access your Connectif account and go to “Workflows Create new workflow”. In the Create from template section, enter the name of the workflow in the search engine (Coupon to reactivate seasonal customers) then click Select and Create.
How it works
To send the reactivation email, we will set up a workflow that checks the contact's last purchased cart once a month and, if it has been almost a year since the last purchase, sends the products in the email, along with related products and a discount coupon.
Workflow configuration
Before configuring your workflow, create the following elements:
- The dynamic plus segment "Last purchase in coming month", to group the contacts to whom you want to send the email.
- An email, to send the abandoned cart.
- A coupon, to be added to the email when it’s sent to contacts.
STEP 1. "Start" node
(This node will set the target audience for the action).
1. Click (Edit node settings) for the “Start” node.
2. Under Select limitation, check "All my list" and select "Contacts with email".
3. Under Select data source, check “All existing and new”.
4. Click Update.
STEP 2. “Schedule” node
(This node will re-enter contacts into the workflow on the 1st of each month).
5. Click (Edit node settings) for the “Schedule” node.
6. Select how frequently you want it to repeat, in this case "Monthly". Then select "Every month" and the day of the week, for this example, "Day 1".
7. Under At this time of day select the time and time zone, in this case, "10:00" and "Europe/Madrid".
8. Click Update.
STEP 3. "Is in segment" node
(This node will check if the contact belongs to the dynamic plus segment "Last purchase in next month").
9. Click (Edit node settings) for the “Is in segment” node.
10. Under Select a segment, choose the segment to check.
11. Click Update.
STEP 4. “Fetch last cart” node
(This node will fetch the contact's last purchased cart).
12. At the junction of this node with the previous one, click on the circle until "Yes" appears.
13. Click (Edit node settings) in the “Fetch last cart” node.
14. In Select cart status, choose the “Purchased” option from the dropdown.
15. Click Update.
STEP 5. “Fetch products” node
(This node will fetch products related to the last purchase).
16. Click (Edit node settings) in the “Fetch products” node.
17. To select the use cases, drag "Automatically related to a cart" to the block on the right and "Best sellers". Click Next .
18. In Main use case settings, select "6" in the Number of products to fetch.
19. Under Select related cart, choose "Internal Cart ID (Fetch last cart)". Click Next .
20. In Additional case settings, select "6" for Number of products to fetch.
21. 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 .
22. In Summary, locate the section Number of products to fetch and indicate “6”. Then activate "Exclude the products exported by the nodes before this one".
23. Click Complete .
STEP 6. “Assign coupon” node
(This node will fetch the coupon that will be sent in the email).
24. Click (Edit node settings) in the “Assign coupon” node.
25. Select the set of coupons created for this workflow.
26. Click Complete .
STEP 7. “Send email” node
(This node will send the email with the products and the coupon).
27. Click (Edit node settings) in the “Send email” node.
28. Select the email you want to send and click Next .
29. In the Send to section, select "Contact".
30. Indicate the "Newsletter" type of email.
31. Configure the parameters section of "Send to contact".
32. Under Google Analytics, click "Enable Google Analytics" then Next .
33. Click Complete .
Success!
Your workflow to send a seasonal shopper reactivation email is now ready.
Do you have questions?
Don’t forget, our Connectif specialists are here to help you. To contact them, just open a Support ticket by clicking the blue “Help” button on your dashboard.
Keep learning!
To make the most of your Connectif account, we recommend reading these articles next:
- Sending a coupon after purchase, to send a coupon after a contact makes a purchase.
- After-sale satisfaction survey, to find out how satisfied customers are with their purchase.
- ABX test to optimize cart recovery, to compare two different abandoned cart mailings.
- Optimized email campaign, to optimize the way you send out your email campaigns.