Cart reactivation email campaign

In order to improve your conversion rate, cart abandonment campaigns can be very useful. Thanks to Exponea, you can create and execute an emailing campaign leveraging items abandoned in the cart. This campaign will automatically send an email to chosen customers that have added items into cart, but left the webpage without ordering. Moreover, you can set up an A/B test and measure the effectiveness of the campaign in improving your revenue.

Start tracking the ‘cart_update’ event

You need to start tracking the ‘cart_update’ event in order to create this campaign. If you allowed content modifying on the web page, you can do so via creating 3 separate content-modifying actions.

  • cart_update (add)
// adding product #1

exponea.track("cart_update", {
     action: "add",
     products: [
          {
               title: "Amazing product #1",
               price: 100
          },
          {
               title: "Amazing product #2",
               price: 10.99
          },
     ]    
});




// adding product #2

exponea.track("cart_update", {
     action: "add",
     products: [
          {
               title: "Amazing product #1",
               price: 100
          },
          {
               title: "Amazing product #2",
               price: 10.99

          },
     ]
});


  • cart_update (remove)
// removing product #1

exponea.track("cart_update", {
     action: "remove",
     products: [
          {
               title: "Amazing product #2",
               price: 10.99
          }
     ]
});

 

  • cart_update (empty)
// empty cart

exponea.track("cart_update", {
     action: "empty",
     products: []
});

You can also track different attributes of events, but the aforementioned attributes ‘action’ and ‘products’ are mandatory for correct functioning.

 

Create email

Necessary step before creating an email is to create an aggregate that will later be used in the email. You can create an aggregate in: data → management → aggregates → create new → save aggregate. This aggregate needs to be in the following format: last cart_update products.

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When designing the email, you can decide if you want to use the ‘Visual’ or the ‘Source’ mode. In both ways, you need to use the following code to display items added to cart.

<html lang="en">

<head>
    <meta charset="utf-8">
    <title></title>
</head>

<body>
    <ul>
        {% set products = aggregates['579f18e7830434258511e84c'] %} {% for item in products %}
        <li>
            <span class="title">{{ item.title }}</span>
            <img src="{{ item.img_src }}" alt="Product picture" />
            <span class="price">{{ item.price }}</span>
        </li>
        {% endfor %}
    </ul>
</body>

</html>

In the code, you need to change the following:

  • Change ID of the aggregate you created before. You will find the ID in the URL when editing the the aggregate.
  • Decide what attributes of the product you want to show in the email.

Now save the template and use it later in a scenario.

Create a scenario

When your scenario is ready, it should look something like this.

Cart Abandonment Scenario

 

Create a scenario with the following components respectively:

 

  • On event cart_update

 

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  • Set up the time you want to wait for the customer to complete a reservation

 

  • Filter customers which did not update the cart in last X minutes (identical to the wait time) and customers which did not order in last X minutes (so email is sent only to customers which did not order)

Cart Abandonment Scenario2

 

  • Create an A/B split

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  • Add email for which you have already created a template. Make sure you will choose the correct policy and allow ‘Transfer identity to URL links’.
  • Optionally, you can choose to wait some time and send another email to remind customers of the purchase.