Help subscribed customers who haven't yet made any purchases by emailing them relevant content that highlights products in star categories. Using a Lead Nurturing strategy, you can send them different emails depending on the information provided during their website visit, thereby driving traffic and conversion possibilities.
In this article, you’ll learn how to create pre-sales lead nurturing email campaigns.
Objective: Loyalty.
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 (Pre-purchase lead nurturing) then click Select and Create.
How it works
In this workflow, you’ll send several personalized emails to contacts after they subscribe to the newsletter. Once the contact is subscribed, the workflow sends a first email with a discount coupon and waits seven days.
If the contact doesn't purchase during the waiting period, it sends a second email tailored to the category of products visited by the contact. If the contact hasn’t purchased again after another seven-day wait, the workflow sends a third email with recommended products.
If, after the first waiting period, they have still not visited any products in the categories indicated, the email sent will have general content.
Workflow configuration
Before configuring your workflow, create the following elements:
— The subscriber dynamic segment, to group the contacts to whom you want to send the Up Selling email.
- Three emails, for each of the cases.
— A coupon, for the first email.
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”.
4. Click Update.
STEP 2. "On entering segment" node
(In this node the contact will be entered in the workflow as soon as they join the segment "Newsletter subscribers").
5. Click (Edit node settings) for the “On entering segment” node.
6. Under Select a segment, choose the segment created.
7. Click Update.
STEP 3. First "Has purchased" node
(This node will identify if the contact has made any purchases).
8. Click (Edit node settings) for the “Has purchased” node.
9. Under Number of purchases made, select "Is greater than" and set "0" purchases.
10. Click Update.
STEP 4. “Assign coupon” node
(This node will fetch the coupon that will be sent in the first email to contacts who enter the “Subscribed to newsletter” segment).
11. At the junction of this node with the previous one, click on the circle until "No" appears.
12. Click (Edit node settings) in the “Assign coupon” node.
13. Select the set of coupons created for this workflow.
14. Click Complete .
STEP 5. First “Send email” node
(This node will send the first email along with the coupon to contacts who enter the “Subscribed to newsletter” segment).
15. Click (Edit node settings) in the “Send email” node.
16. Select the email you want to send and click Next .
17. In the Send to section, select "Contact".
18. Indicate the "Newsletter" type of email.
19. Configure the parameters section of "Send to contact".
20. Under Google Analytics, click "Enable Google Analytics" then Next .
21. In the Variables step, link any variables there may be.
22. Click Complete .
STEP 6. First "Wait" node
(This node will initiate a waiting period before continuing the workflow).
23. Click (Edit node settings) for the “Wait” node.
24. Under Set the time delay, select "A period of time" and enter "7" Days.
25. Click Update.
STEP 7. Second "Has purchased" node
(This node will identify if the contact has made a purchase during the waiting period).
26. Click (Edit node settings) for the “Has purchased” node.
27. Under Number of purchases made, select "Is greater than" and set "0" purchases.
28. Click Update.
STEP 8. "Has visited product" node
(This node will identify if the contact has visited at least one product from category A).
29. At the junction of this node with the previous one, click on the circle until "No" appears.
30. Click (Edit node settings) in the the “Has visited product” node.
31. In Number of times visited, select "Is greater than" and set “0" visits.
32. In the next dropdown, click Add condition and choose "Categories". Then, indicate in the dropdown list "Are some included in" and add category A.
33. Click Update.
STEP 9. Second “Send email” node
(This node will send the second email to contacts who have visited at least one product in category A).
34. At the junction of this node with the previous one, click on the circle until "Yes" appears.
35. Click (Edit node settings) in the “Send email” node.
36. Select the email you want to send and click Next .
37. In the Send to section, select "Contact".
38. Indicate the "Newsletter" type of email.
39. Configure the parameters section of "Send to contact".
40. Under Google Analytics, click "Enable Google Analytics" then Next .
41. In the Variables step, link any variables there may be.
42. Click Complete .
STEP 10. Second "Wait" node
(This node will initiate a waiting period before continuing the workflow).
43. Click (Edit node settings) for the “Wait” node.
44. Under Set the time delay, select "A period of time" and enter "7" Days.
45. Click Update.
STEP 11. Third "Has purchased" node
(This node will identify if the contact has made a purchase during the indicated time).
46. Click (Edit node settings) for the “Has purchased” node.
47. Under Number of purchases made, select "Is greater than" and set "0" purchases.
48. Click Update.
STEP 12. First “Fetch products” node
(This node will fetch the last category A products visited by the contact).
49. At the junction of this node with the previous one, click on the circle until "No" appears.
50. Click (Edit node settings) in the “Fetch products” node.
51. To select use cases, drag "Last visited products" to the block on the right and "Best Sellers" to the additional use case. Click Next .
52. In Main use case settings, select "3" in the Number of products to fetch.
53. Click Add another condition and select “Categories” from the dropdown. In the operator, choose "Some are included in”. On the right, select "Literal value" and add the category.
54. Click Next .
55. In Additional case settings, select "10" for Number of products to fetch.
56. Click Add another condition and select “Categories” from the dropdown. In the operator, choose "Some are included in”. On the right, indicate “Literal value” and add the category.
57. Under Select the time period of the purchases, choose "Last month's best sellers" and click Next .
58. In Summary, locate the Number of products to fetch and choose “3”.
59. Click Complete .
STEP 13. Second “Fetch products” node
(This node will fetch products related to the last products of category A visited by the contact).
60. Click (Edit node settings) in the “Fetch products” node.
61. To select the use cases, drag “Automatically related to a list of products” to the block on the right and "Most visited products" to the additional use case. Click Next .
62. In Main use case settings, select "3" in the Number of products to fetch.
63. Under Select related products, choose “(Fetch last visited products A)”.
64. Click Add another condition and select “Categories” from the dropdown. In the operator, choose "Some are included in”. On the right, select "Literal value" and add the category.
65. Click Next .
66. In Additional case settings, select "3" for Number of products to fetch.
67. Click Add another condition and select “Categories” from the dropdown. In the operator, choose "Some are included in”. On the right, indicate “Literal value” and add the category.
68. In Select the time period for purchases, choose “Most visited in the last month” and click Next .
69. In Summary, locate the Number of products to fetch and choose “3”. Then check the box "Exclude products exported by nodes before this one".
70. Click Complete .
STEP 14. Third “Send email” node
(This node will send the third email to contacts with the products related to category A).
71. Click (Edit node settings) in the “Send email” node.
72. Select the email you want to send and click Next .
73. In the Send to section, select "Contact".
74. Indicate the "Newsletter" type of email.
75. Configure the parameters section of "Send to contact".
76. Under Google Analytics, click "Enable Google Analytics" then Next .
77. In the Variables step, link any variables there may be.
78. Click Complete .
Success!
Your workflow for sending Lead Nurturing emails before a sale 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:
- Abandoned cart recovery funnel, to send a sequence of emails when a user abandons a cart.
- Best-seller recommender on product sheet, to show the best-selling products on the product sheet.
- Monthly best sellers campaign, to send a monthly email with the best selling products of the last month.
- Retargeting, to send an email one day after a contact visits a product.