Why add nurture messages?
Optimize your send strategy by personalizing each touchpoint and focusing on specific-shopper intent with a Shopping Cart Abandonment nurture campaign. Today, you may send one follow up retargeting email to a website browser and then go back to sending marketing campaigns that feature your latest promotion or newest content. It’s almost as if you have forgotten what the shopper has just told you with their shopping behavior. A nurture campaign allows you to keep the conversation going and expand on that intent to aid in product discovery and ultimately conversion.
A few of the messages in the conversation will look more like a traditional Shopping Cart Abandonment campaign-- the specific product left in the abandoned cart being the focal point of the content. The additional messages in the conversation will still feature those specific abandoned items, but more the creative will be expanded to include more relevant products that reflect the preferences of the subscriber based on their behavior to further nurture abandoners with additional, relevant messages that serve as a reminder of the abandoned item but additionally offering different, yet engaging content.
Visualizing the Campaign
The six-message series includes three traditional Shopping Cart Abandonment messages-- each featuring personalized product recommendations based on recently browsed products, in addition to highlighting the item browsed. Deployed on the wait days between the more marketing-focused Shopping Cart Abandonment messages are three nurturing messages that appear as typical marketing messages with personalized product recommendations, including the item in the cart. It is important to note that browse abandoners should not receive regular marketing emails during this time.
Building the Conversation in Listrak Conductor
Below is an example of a Shopping Cart Abandonment Nurture campaign.
Ensure you are on the correct list before beginning.
Navigate to Automation > Conductor Conversations.
Select your Shopping Cart Abandonment conversation.
Modify your program to add messages in between each time a customer will receive an abandonment email.
Click on the plus sign to add a step.
Select the type of step from the drop-down to add.
💡 This will vary depending on your set up of your Shopping Cart Abandonment campaign. In the screenshot below, the steps in blue are the Shopping Cart Abandonment messages and the steps in Orange are the Nurture Emails. Each email has a 1 day wait step in between.
Excluding Nurture Customers from Marketing Messages
A simple way to keep nurture customers out of your regular marketing sends is to add a filter when authoring that marketing send.
💡 The instructions below use Listrak's legacy filtering system. You can also exclude contacts in New Filter using the First Email Subscribe Date criteria.
Navigate to Messages> Email New Email Broadcast.
Navigate to View Saved Messages if you've already started working on your message).
Under segmentation filter settings in the Legacy Filter tab click Edit Filter.
Create the filter as shown below.
5. Click Update.
6. Then click Save.
💡 The reason we are checking within the last 1 day is because, for Shopping Cart Abandonment, the longest wait step with have is 1 day between messages.