Maropost Marketing Cloud not only enables you to send out personalized abandoned cart emails to your Neto, Shopify, and ClickBank contacts, but it also enables you to automate the entire process.
To set up an automated process for sending abandoned cart emails, you must do the following steps:
- Set up the Integration
- Install the Abandoned Cart Saver
- Create the email content
- Create the Journey
Set Up the Integration
You must create an integration between your Marketing Cloud and eCommerce platform (Neto, Shopify, or ClickBank) accounts. To learn about setting up the integration, refer to the following articles:
Note: If the integration is already created, then skip this step.
Install the Abandoned Cart Saver
Note: This step is required for Neto integration only.
The Abandoned Cart Saver is an add-on available on your Neto control panel. Maropost requires that you install this add-on to be able to send abandoned cart emails. To learn more about the add-on including how to set it up, see Abandoned Cart Saver.
Create the Email Content
Next, you must create the content for the email using any of the content builders. To learn about content builders, see Content Builders: Overview.
Tip: Remember to be creative when crafting the email content. Keep the content clean and easy to read. You can even try including a coupon code as an incentive for the contact to complete the purchase!
When sending an abandoned cart reminder email, you will want to include the products that were abandoned in the cart. By default, Marketing Cloud automatically generates two abandoned cart tags for each Neto integration. Such tags are also created for Shopify and ClickBank integration. These tags are available on all the content editors under the Merge tags menu and can be used to render abandoned cart products in real time. To learn more about such tags, read our Content: Abandoned Cart Tags article.
The {{abandoned_items...}} tag displays the abandoned cart products in HTML preview format whereas the {{abandoned_items_array...}} tag displays the abandoned cart products in the form of an array.
Here's an example of email content that uses both the abandoned cart tags:
And, here's what the email preview looks like:
Similarly, you can also insert "restore cart" tags {{restore_cart...}} in your emails by adding the restore tag link in your text. These restore tags redirect users to the store's item checklist page from which, users can modify their cart items before checkout.
You can access these tags from the Merge Tags option.
To improve your email interactivity and convenience for the user, you can even insert the restore tags into your action buttons. To do this, add the "button" field to your email content and paste the restore tag in the URL field.
Create the Journey
Finally, create a Journey outlining the flow of your abandoned cart email. While you can always send an abandoned cart email simply by creating an email campaign, creating a journey automates the entire process. To learn about Journeys, see Introduction to Journeys.
An abandoned cart email Journey must at least have the following elements and in the given order:
- Abandoned Cart Trigger: The journey must start with a trigger specifying the event that prompts the email. In this case, it's when a contact leaves their cart without completing the purchase. Marketing Cloud provides a trigger called "Abandoned Cart" that does exactly what you need here. Use the Abandoned Cart trigger and select your web store for the trigger.
- Send Email Action: The next thing in the Journey flow is the action that you want to perform upon the trigger. In this case, you want to send an email reminding them about the cart they left behind. Use the Send Email action and choose the email content specifically created for the abandoned cart email. See the previous section about creating the email content for details.
- End: The end element to terminate the journey. To learn about the End widget, see Journey End.
You can customize the flow of events in the Journey as per your needs; for example, you may also design the flow as follows: trigger event > send email > delay (pause) > send another email > end. To learn more on how to create such journeys for an abandoned cart, read our Abandoned Cart Journeys Template article.
