The vast majority of e-commerce stores can benefit from an abandoned cart reminder. However, it is often advantageous to engage customers even earlier, when they are still browsing the website and have not yet added anything to their cart. At this stage, we cannot always identify the customer, and we can only estimate their intentions. Even so, our experience shows that this type of campaign achieves very high email open rates. It is also a less commonly used automation, which means it can reach customers before your competitors do.
Start by selecting the Regular Email campaign from the automated campaigns section:
Name the campaign as needed and configure the repetition schedule according to your requirements.
For Abandoned Purchase campaigns, the behavior differs from Abandoned Cart campaigns, where each cart addition generates a separate notification.
With Abandoned Purchase campaigns, events are evaluated in bulk at the times you specify. This prevents customers from receiving repeated notifications in a chaotic or excessive manner. A proven approach is to run the campaign approximately once per hour during daytime hours.
The most important part is configuring who you want to target:
Use Visited URL – Duration if you want to trigger the campaign based on the amount of time spent in a specific category, or Visited URL – Frequency if it should be based on the number of views (visits). Of course, both approaches can also be combined.
Here is an example of a possible configuration:
We recommend using the main domain of your e-commerce store in the URL field and then excluding service pages (so that only product pages remain).
While not required, it is strongly recommended to also exclude users who have added items to their cart or have already placed an order. These actions have a higher priority and are handled by their own dedicated events:
Don’t forget to also exclude the campaign itself to prevent it from being triggered repeatedly.
Click Next to proceed to the template, where you can configure what will be sent to the customer. The most common approach is to use an automated widget from the E-commerce section (2 products or 3 products, depending on the structure of your template).
Select the appropriate engine that determines which products will be offered to the customer. For example, you can choose Last Viewed, but depending on your strategy, Smart Recommendations, Last Purchase, or other options may also perform well.
Don’t forget to save the campaign by clicking Save and Exit (at the bottom).