A cart abandonment campaign engages customers that are low in the purchase funnel, brings them back into the buying cycle, and fosters an eventual conversion.

Use Case

If someone leaves an item in their cart, it’s a good idea to remind them of what they've left behind. A simple reminder or a small discount is often all that's required to get the deal across the finish line.

Configure the campaign

If you are using one of our out-of-the-box e-commerce integrations, a cart abandonment campaign and its associated content can be generated via a recipe. If you aren't utilizing one of the out-of-the-box solutions, then the cart abandonment campaign will need to be created from scratch.  

Use a recipe

To create and send a cart abandonment campaign using a recipe: 

• Navigate to Campaigns.
• In the upper left, click Create New Campaign.
• Select the Behavioral option from the prompt.
• Select the Cart Abandonment recipe if integrated with a compatible third-party app.
• Configure the campaign's Enrollment settings and touchpoints. Changes to the enrollment settings are not required; however, you must customize the touchpoints. This customization includes each touchpoint's design, content, and sender profile. 
• Save the changes and Go Live when ready. 

Create from scratch

Before creating the campaign, it's essential to define your cart abandonment behavior.

To create this behavior: 

• Click the three-dot icon next to Campaigns in the main navigation. 
• Select Behaviors from the dropdown menu.
• Select the New Behavior option at the upper left. 
• Provide a name for the behavior in the Untitled Behavior field. 
• Add the desired steps. The default steps used by the Zaius recipe can be reviewed below. 

• Select the Save option at the upper right.

To create the cart abandonment campaign from scratch once the behavior is created: 

• Navigate to Campaigns.
• In the upper left, click Create New Campaign.
• Select the Behavioral option from the prompt.
• Under Enrollment, select the Create New Segment option. 
• Create a cart abandonment segment using the previously created cart abandonment behavior. The segment expression should be a combination of have done something, the cart abandonment behavior, and a timeframe. An example based on the default recipe can be seen below. 

• Refine your audience a bit further by ensuring that the Enrollment Rules constrain the campaign to individuals who haven't been active in the past few hours and have not matched the campaign in the last week. The recommended settings from the default recipe can be seen below.  

• Scroll down and click the existing touchpoint to create the campaign's content. Ensure that you include your brand's header, footer, and a dynamic grid referencing the Products Content Feed and cart abandonment behavior as its Source.

• Select the Save option in the upper right.
• Now that you have one touchpoint, you can create a series of messages that encourage the customer to convert. It's recommended that you wait at least 24 hours before sending a second email and that the series should be no more than three emails long. Each additional touchpoint should create a sense of urgency. Cart expiration or discount and product availability warnings are common topics.
• Preview and test the campaign to ensure it meets your expectations. 
• Go Live when the campaign is customer ready. 

Preview and test the campaign

The preview function allows you to review the touchpoint on-screen, while the test function allows you to send a test through the touchpoint channel instead. Both options are available in the upper-right when viewing a touchpoint within the editor. 

Go Live!

To make the campaign's content available to your customers.

• In the upper-left, select the campaign's name from the breadcrumb menu.
• In the upper-right, click Save to ensure all touchpoints are up-to-date.
• In the upper-right, click Go Live.