The holiday season is in full swing, and the high volume of website traffic presents unique challenges for commerce marketers. It’s important to make sure you’re effectively leveraging the actions these shoppers take on your site. For instance, if you’re using Bronto to run both Cart Recovery and Browse Recovery campaigns at the same time, how can you avoid over-messaging busy customers as they finish up their holiday shopping? You can use workflows! Here are three tips for managing your workflows so you send the right emails at the right time to the right people.
- If a cart has been abandoned, exclude the contact from browse recovery.
Both cart and browse abandonment emails are effective, but only if sent at the perfect moment. However, when a shopper abandons a cart, she is probably much farther along the path to purchase than when she abandons a browsing session. So, it’s more profitable to ensure she gets the cart recovery communication. Using a list for exclusion, you can make sure that those who have made it down the funnel to the shopping cart don’t also trigger your Browse Recovery email. Follow these steps:
- Add contacts to a dedicated Browse Recovery Exclusion List once they have triggered your cart recovery workflow as seen below.
- Remove contacts from this list once they exit the workflow, either straight away or after a short delay. Make sure you connect all possible workflow exits.
- Configure the list as your exclusion list in the Browse Recovery app settings.
With this configured, any contact who triggers your Cart Recovery series will be excluded from Browse Recovery for as long as they are in your workflow.
- Filter your workflow on the contents of the cart
Using the Cart/Order Field Comparison workflow node, you can tailor the customer journey to an attribute of the cart. For example, you could send one message to contacts where the cart total is greater than a certain value and a different message to contacts whose cart is of a lower value. This allows you to give discounts or incentives tailored to the value of a cart (e.g., $10 off orders of $100 or more, or $20 off orders of $150 or more).
By also using one or more Line Item Comparison workflow nodes, you can further filter your workflow on an attribute of a specific item or items within the cart or the product feed catalog. You may want to create entirely separate Cart Recovery journeys for your top product categories or exclude contacts altogether when they’ve abandoned an item that is no longer in stock.
- Personalize your subject lines
Personalization in subject lines can mean more than just using the contact’s first name. Did you know that you can dynamically insert the name of an abandoned product in your Cart and Browse Recovery message subject lines?
- In a Cart Recovery message, you can use a cart tag in your subject line to show the product name of the first cart item.
- In a Browse Recovery message, you can use a product tag to display the name, or any other product attribute, of the product that was viewed.
- When configuring your Browse Recovery rules, you can even choose how viewed products are sorted within the message – Most Viewed, Most Recently Viewed or by any other product attribute. This will also determine which product is displayed in the subject line.
These tips will help you get the most out of your Cart Recovery and Browse Recovery campaigns and ensure you send personalized, relevant emails to your customers every time.
If you’d like more information on purchasing the Cart Recovery or Browse Recovery apps, contact your Account Manager.