Listrak's Journey Hub solution allows marketers to quickly and easily create an automated campaign that sends messages to contacts who left products behind in their cart encouraging them to complete a purchase. The cross-channel orchestration capabilities allow contacts to receive abandonment messaging via SMS or email messages.

In this cart abandonment example, a contact's journey is based on channel subscription (if subscribed to both, the SMS channel will take priority) their purchase and cart activity, and specific SMS details such as their mobile carrier, opt-in status, and consent. They will then receive a series of three emails or a single SMS message, with limited re-entry to once every 14 days.

Strategic decisions can be added or current decisions can be moved or excluded, based on your specific goals; with exception to the SMS cart abandonment message requirements, which are:

  • Cart reminder messages must include STOP to opt-out instructions.

  • Cart reminder texts must be delivered within 48 hours.

  • Only one text reminder may be sent per cart abandonment, per subscriber.

💡 Learn more about SMS abandonment message requirements

Creating the Journey

  1. Open the channel select drop-down.

  2. Select Journey Hub.

  3. Select the New Journey button.

  4. In the event select popup, select Cart Abandonment.

  5. Give the journey a name in the main interface

Adjusting the Entry Event Properties

Next, adjust the properties of the entry event by clicking on the element.

In the elements panel, adjust the following:

  1. Select the merchant associated with the abandonment campaign.

  2. Next, customize the re-entry rules by selecting how frequently contacts can re-enter the campaign.

    💡 Use the custom re-entry frequency to limit how often a contact is eligible to receive the Shopping Cart Abandonment series.

  3. Then, customize the entry prevention rules, which prevent a contact from entering the current journey if they are already a participant in another journey, if desired.

Adding a Coupon to the Journey

Next, add a coupon to the journey. Adding a coupon before any decisions are added allows all contacts to receive the same discount. Coupons can be added directly before a message to use different coupons based on the strategic goal of a message, such as a different coupon based on cart value.

Prior to adding a coupon to a journey make sure the coupons have been added to the Listrak platform. Learn more about adding coupons here.

  1. Drag the coupon step onto the canvas.

  2. Name the step in the properties panel, if desired.

  3. Select the merchant associated with the coupon.

  4. Select the coupon.

  5. In the Coupon Code input give your coupon a unique name.

  6. Copy the coupon tag for later use in messages.

    💡 Toggle on the expiration tag to use the expiration date from the coupon file or use the date offset feature to increase the urgency in messages.

Set Up the Channel Affinity Split

Next, use the channel affinity split to engage contacts via the SMS channel if they are on your SMS list. This affinity split can be removed if your marketing program does not include SMS, or contact your Account Manager to learn more.

  1. Drag the Channel Affinity Split onto the canvas under the entry event.

  2. Select the channel affinity split to edit the properties.

  3. Drag the SMS channel selection above the email channel in the properties panel.

  4. Turn on the priority toggle.

  5. In the email section, select the abandonment list associated with your program.

  6. In the SMS section, select the short code provisioned to include shopping cart transactions.

Learn more about the channel affinity split.

SMS Path Configuration

As contacts progress through the journey and reach the channel affinity split, Listrak will check if they are subscribed to the SMS shortcode specified above. Contacts who are subscribed to this shortcode will receive the content in the SMS path of the split.

The SMS path will be split into multiple paths in order to remain compliant with SMS cart abandonment policies. First, the contacts will be divided by their mobile carrier, then split again within the Carrier paths to confirm the applicable opt-in statuses and message consent. Finally, a cart reminder or a generic SMS message will be added to the paths.

Set Up the Subscription Split

  1. Drag the Subscription Split onto the canvas under the SMS path.

  2. Select the subscription split to edit the properties.

  3. Name the split, for example: Carrier Check.

  4. Configure the split using the multiple conditions feature.

  5. Setup Path 1/Yes path.

    1. Select SMS Carrier from the Condition dropdown.

    2. Select the short code provisioned to include shopping cart transactions.

    3. Select T-Mobile from the list of carriers.

  6. Setup Path 2.

    1. Click Add Path to add another condition to the split.

    2. Name the path, for example: Other Carriers.

    3. Select SMS Carrier from the Condition dropdown.

    4. Select the short code provisioned to include shopping cart transactions.

    5. Select Verizon and Other from the list of carriers.

    6. Click Apply.

  7. Click Edit in the Path 1 panel to give this path a name, for example: T-Mobile.

  8. Click Apply.

  9. Contacts will be directed down the Default path who don't fit the conditions applied to path 1 or 2 - this path can not be configured.

Configure the T-Mobile path

Subscription Split

  1. Drag the Subscription Split onto the canvas under the T-Mobile path.

  2. Select the subscription split to edit the properties.

  3. Name the split, if desired.

  4. Select Opt-In Status from the Condition dropdown.

  5. Select the SMS List.

  6. Select Double Opt-In and SCA Compliant from the list of options since this is required by T-Mobile.

Yes Path Message

  1. Drag an SMS message element to the Yes path of the Subscription Split.

  2. In the elements panel, name the step, if desired.

  3. Select the short code associated with the message.

  4. Select Create Message.

  5. Configure your SMS message.

    💡 Learn more here about configuring messages, SMS cart reminder requirements, and how to add cart data to an SMS message here.

  6. Paste the coupon tag into the SMS message to include the coupon code.

  7. Select Create Journey SMS Message.

  8. If desired, turn on the quiet time toggle, which allows SMS messages to be sent only within a specific window.

No Path Message

  1. Drag an SMS message element to the No path of the Subscription Split.

  2. In the elements panel, name the step, if desired.

  3. Select the short code associated with the message.

  4. Select Create Message.

  5. Configure your SMS message.

    ⚠️ This message must be generic and cannot contain information or a link to the abandoned cart. Learn more here about configuring messages and how to add cart data to an SMS message here.

  6. Paste the coupon tag into the SMS message to include the coupon code.

  7. Select Create Journey SMS Message.

  8. If desired, turn on the quiet time toggle, which allows SMS messages to be sent only within a specific window.

Configure the Other Carriers path

Subscription Split

  1. Drag the Subscription Split onto the canvas under the Other Carriers path.

  2. Select the subscription split to edit the properties.

  3. Name the split, if desired.

  4. Select Opt-In Status from the Condition dropdown.

  5. Select the SMS List.

  6. Select a status(es) from the list of options. In the example, Single Opt-In and SCA Compliant, or Double Opt-In and SCA Compliant are both selected to ensure contacts using carriers other than T-Mobile have at least consented to receive cart reminder messages regardless of their opt-in status.

Path Messages

Since you already created messages for the T-Mobile path you can simply duplicate both messages, update the names and drag them to the corresponding Yes/No paths in the Other Carriers path.

Configure the Default path

Since this path is designated for all 'other' contacts, this path will only need a single message. This message too can be a duplicate of either version used in the previous paths or create a new message by following the 8 steps listed above.

Email Path Configuration

Contacts who are not subscribed to the SMS short code specified in the Channel Affinity Split will continue down the email path.

Message 1

  1. Drag an email message element to the email path of the Channel Affinity Split.

  2. In the elements panel, name the step, if desired.

  3. Select the list associated with the shopping cart abandonment campaign. Selecting a list also enables the use of all of the segmentation data associated with that list.

  4. Select Create Message.

  5. Build your shopping cart abandonment message. Use segmentation information, saved content, and dynamic content to create.

  6. Select Create Journey Email Message.

    💡 Use the copy from Conductor feature if moving an existing campaign from Conductor to Journey Hub.

Wait Step

  1. Drag a wait step under the email message.

  2. In the elements tab, select the desired amount of time to wait between receiving message 1 and 2.

Configuring a full Email Path

Repeat the steps above to add additional messages and wait steps as necessary to complete the path based on the goals of the automated campaign. Add additional decision splits to further test the variables of the email messages or add additional coupons to escalate the offers used in the shopping cart abandonment program.

Configuring Exit Events

An exit event determines what must happen in order for a contact to exit a journey. If no exit events are configured or contacts do not take the specified action they will naturally exit the journey at the end of their path.

  1. Select the exit at the bottom of the journey.

  2. In the properties panel, select the purchase event and the merchant from the entry event.

  3. Select Add Event.

  4. From the next drop-down select Cleared Cart and the merchant.

  5. From the next drop-down select Cart Abandoned and then the merchant.

    💡 This will prevent users from receiving emails about two different abandoned carts at the same time.

  6. If desired, select Journey to exit a contact out of the journey if they enter another journey.


Activating the Journey

Once all messages have been created and the paths established, you are ready to activate the journey so that contacts can start receiving the new path and messages.

To activate, select the Activate button in the top right corner.

💡 If replacing an existing Conductor conversation with Journey Hub, be sure to terminate the existing conversation so that new abandoners only receive one shopping cart abandonment series.

Empty Carts

Journey Hub has three features to ensure your customers don't receive cart abandonment messages that are empty. Consequently, there's no reason to create Journey Hub paths to account for empty carts.

  1. Empty shopping carts (carts of abandoners that for whatever reason have no items in them) do not enter contacts into cart abandonment journey.

  2. Before sending an email or SMS message in cart abandonment journeys, the system checks the quantity on hand for each item in the cart. If there is zero quantity on hand for all items in a cart, the message step is skipped for that contact, and the contact continues through the journey to subsequent steps.

  3. Cart Abandonment Journeys have a Cart Cleared exit event that can be configured. If while in a cart abandonment journey a contact clears the items from their cart, configuring the Cart Cleared exit event will remove contacts from this journey if they clear the contents of their cart.


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