Cart Recovery Series Workflow Template

The Cart Recovery Series workflow template allows you to automatically send a series of emails that attempt to convert lost revenue when the Cart Recovery app identifies an abandoned cart.

About this task

Important: You can only use the Cart Recovery Series workflow template if you have the Cart Recovery app. If you do not have the app, the nodes in the workflow will not work.

The Cart Recovery Series workflow template is triggered when contacts have abandoned a cart. The settings that determine what constitutes an abandoned cart are configured in the Cart Recovery app. For more information see Adjust Cart Recovery App Settings.

Important: Some countries do not allow cart recovery messages to be sent as transactional messages. In these locations, cart recovery messages must be sent as marketing messages. Check your local regulations before sending your message as transactional.

When the app indicates to Bronto that a cart has been abandoned, you can use this template to send contacts a transactional email reminder about the cart they have abandoned. The contact is given time to complete the purchase and if the cart is still abandoned after that period of time has passed, the default is 24 hours, they are sent a second marketing message that encourages conversion. By default this workflow only sends a second message to contacts whose carts are still in abandoned status, but it can be modified to also send a message to contacts whose cart status has changed from abandoned to active or complete. For example, you might want to send contacts an extra incentive to convert if the cart status is active because this indicates they are revisiting the purchase. This is just one example of how you can customize the template. You can add, remove, or build upon the template however you see fit.

The workflow includes contact throttling, so a single contact can only enter the workflow once every month. You can edit the throttle by clicking the contact throttling setting in the workflow builder.

Before you use the Cart Recovery Series workflow template you need to create messages that can steer the customer back to the website to complete a purchase. Make sure you use cart and order tags in your message so that contacts can see the details about their abandoned items. For more information, see Create Email: Message Editor. The first message can be approved for transactional sending. Allow 1-2 business days for Deliverability approval before the message can be sent. See Request Transactional Message Approval for more information.

Note: The node labels in this template have been renamed to help guide you through the template. To see which nodes were used, mouse over the node label. You can also edit any of these custom labels.

What you need to do:

Procedure

  1. Go to Automation > Workflows.
  2. Copy the Cart Recovery Series workflow template:
    1. In the Template Workflows section, select the box for Cart Recovery Series.
    2. Click Copy.

      A window appears asking if you are sure you want to copy the template.

    3. Click Copy.
  3. In the Your Workflows list, click on the name of the copy you made.

    The copy of the template opens in the workflow builder.

  4. To edit the name and/or description of the workflow:
    1. Click on the workflow name, located above the workflow builder.
    2. Enter a new name in the Name box.
    3. Enter a new description in the Description box.
    4. Click Ok.
  5. In the Cart Is Abandoned node, configure what exceptions you want to make to the trigger criteria:

    By default, previously abandoned carts and contacts who have placed an order in the last seven days are excluded from the workflow.

    1. Optional: To include previously abandoned carts, click will not located in the node text, select will, then click Done.
    2. Optional: To change the length of time that passed since a contact's last order before the contact can enter this workflow, click 7 days, select a unit of time from the days list, enter the corresponding length of time in the 7 box, then click Done.
  6. In the Send Reminder Message #1 node, select the first email message that will be sent to the contact:

    This message should offer an incentive to place an order. If you would rather send a marketing message, change transactional to marketing.

    1. Click an email message in the node text, click the name of the email message you want to send, then click Select.
    2. Click a name in the node text, enter the from name to be used for the email message in the From Name text box, then click Done.

      If you already see the correct name here you can skip this step.

    3. Click email address in the node text, enter the email address to be used for the message in the Email Address text box, then click Done.

      If you already see your email address here you can skip this step.

    4. Click the bold text on for Sender authentication if you wish to disable this feature.
    5. Click the bold text off for Reply Tracking and/or Frequency cap overrides if you wish to enable either of these features.

      For more information about frequency caps see Set Email Frequency Caps For Your Account.

  7. In the Wait 2 Days node click 2 days if you want to change the length of time a contact has to place an order. Only if you clicked 2 days:
    1. Select a new unit of time from the Days list, enter a new number in the Wait for box, and click Done.
    2. Click the pencil icon in the heading of the node, update the label to reflect the new delay, and click OK.
  8. You cannot edit the Check If Cart Is Still Abandoned node.
  9. In the Verify No Other Recent Purchases node click 2 days if you want to change the length of time that the node checks for recent orders. Only if you clicked 2 days:

    Generally this should match whatever length of time that was set in the Wait 2 Days node.

    1. Select a new unit of time from the Days list, enter a new number in the Wait for box, and click Done.
    2. Click the pencil icon in the heading of the node, update the label to reflect the new delay, and click OK.
  10. In the If No Orders, Send Reminder Message #2 node, select the email message that will be sent to contacts who still have an abandoned cart did not place an order:

    This message should offer an incentive to order. The incentive can be larger than the last message or you could include the phrase "last chance" in this message to promote a sense of urgency.

    1. Click an email message in the node text, click the name of the email message you want to send, then click Select.
    2. Click a name in the node text, enter the from name to be used for the email message in the From Name text box, then click Done.

      If you already see the correct name here you can skip this step.

    3. Click email address in the node text, enter the email address to be used for the message in the Email Address text box, then click Done.

      If you already see your email address here you can skip this step.

    4. Click the bold text on for Sender authentication if you wish to disable this feature.
    5. Click the bold text off for Reply Tracking and/or Frequency cap overrides if you wish to enable either of these features.

      For more information about frequency caps see Set Email Frequency Caps For Your Account.

  11. Optional: If you want to expand the workflow to send additional emails:
    1. Add the appropriate Delay, Contact Field Comparison, and Send Email nodes to the canvas.
    2. Adjust the settings for those nodes.
    3. Connect the nodes to the workflow.
  12. Click Save Changes.
  13. If you are ready to start using your workflow, click the Inactive toggle to activate the workflow.

    The workflow starts working immediately after it is activated, so only do this when you want to start sending messages to contacts.