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- Identify events throughout the purchasing process
- Create tag-based segmentation
- Create recovery email templates
- Create an automation to add tags
- Create and enable an automation for cart recovery
The first step to create a cart recovery workflow is to map out how your platform records events throughout the buyer’s journey.
The recovery process should be activated after a person inserts an item in their cart but does not advance to checkout. It is very important that such events, with a conversion record, are included in Lead History.
Upon successful completion of integration, simulate a purchase and see how the platform displays this information. Events include:
- New user.
- Product added to cart.
- Purchase order sent.
- Purchase order completed.
- Payment confirmed, etc.
In this process, Lead Segmentation of those who effectively completed the purchase is essential. Since the idea is to create a workflow that always allows a person who abandons their cart to enter it (regardless of how many times they purchase from your e-commerce store), the safest and most reliable way to achieve this is by using tags.
Create a Lead Segmentation to identify those that have the completed purchase tag: Lead Data > Tag > Contains Tag > Completed Purchase > Save Segmentation.
This segmentation will be used to distinguish between Leads that completed their purchases and those who did not.
The recovery process basically involves sending emails to remind Leads that they have abandoned items in their cart. It is necessary to create a sense of urgency in order to encourage Leads to complete their purchases. Therefore, recovery emails should be developed very carefully.
We suggest creating 2 email templates. The first one should be sent 20 minutes after cart abandonment and the second one should be sent the following day. Create both emails as workflow automation templates.
It is important that the email is attractive and has a Call-to-Action (CTA) button that takes the lead back to the abandoned cart.
As previously mentioned, we are going to use tags to distinguish between those who completed their purchases and those who did not. To do that, we are going to create a workflow automation and have RD Station Marketing add a tag to Leads that have reached the checkout step. That is why it is important to map out purchase stages and enter them as conversion events in RD Station Marketing.
In the Engage > Marketing Automation menu, create a new parallel workflow. The workflow entry condition should be New Conversion. Select the event that marks a successful checkout.
The only action this workflow will have is the insertion of the tag. To do so, select Add Tag and use the Completed Purchase tag.
Create a workflow automation to send recovery emails, excluding Leads that make up the Completed Purchase segmentation.