Lapsed Purchaser Series Workflow Template

The Lapsed Purchaser Series workflow template allows you to identify and send a message to contacts who have only placed one order within a set amount of time. If a contact does not place an order after receiving the first message in the series a second message is sent.

About this task

The Lapsed Purchaser Series workflow template is triggered when contacts are added to a specific segment. This workflow can be used to target contacts on a segment that identifies contacts who have placed an order but have not ordered again since that order. You'll use the settings for the segment to identify these contacts. The workflow includes contact throttling, so a single contact can only enter the workflow once every six months. You can edit the throttle by clicking the contact throttling setting in the workflow builder.

When contacts enter this workflow they are sent a message that encourages them to place an order by including a coupon or other offer. Any contacts who don't place an order within the workflow's delay period are sent a second message. You might want to consider including a larger incentive in the second message.

Before you use the Lapsed Purchaser Series workflow template you need to:
  • Create the segment that is used to trigger the workflow.
  • Create the messages contacts with this workflow are sent. For more information, see Create Email: Message Editor
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 Lapsed Purchaser Series workflow template:
    1. In the Template Workflows section, select the box for Lapsed Purchaser 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 Use Segment Template for "Lapsed Purchaser" node, indicate the segment you want to use to trigger the workflow:
    1. Click a segment located in the node text.
    2. Click on the name of the segment you want to use.
    3. Click Select.
  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.

    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 Weeks To See If They Order node click 14 days if you want to change the length of time a contact has to place an order. Only if you clicked 14 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. Do not edit the Check For Recent Orders node unless you edited the Wait 2 Weeks To See If They Order node. If you did edit the previous node, make sure this node matches those settings:

    If left as is, this node will check if a contact in this workflow has placed an order within the last two weeks. If the contact has placed an order, they will not receive the second message in this series.

    1. Click 2 weeks in the node text.
    2. Select a new unit of time from the Weeks list, enter a new number in the Relative Date Value box, and click Done.
    3. Click the pencil icon in the heading of the node, update the label to reflect the new delay, and click OK.
  9. In the If No Orders, Send Reminder Message #2 node, select the email message that will be sent to contacts who did not make 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.

  10. 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.
  11. Click Save Changes.
  12. 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.