Listrak's Workflow solution allows marketers to quickly and easily create an automated campaign that sends contacts who did not complete a purchase messages about the products in their cart. The cross-channel orchestration capabilities allow contacts to receive abandonment messaging via SMS or email messages. 

The workflow below is a three-message series sending SMS messaging to SMS subscribers and emails to those not subscribed to SMS. These strategic decisions can be moved, excluded, or added to based on your specific goals.

Creating the workflow

1. Open the channel select drop-down
2. Select workflow
3. Select the New Workflow button
4. In the event select popup, select Cart Abandonment 

5. Give the workflow 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
TIP: 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 workflow if they are already a participant in another workflow, if desired

Adding a Coupon to the Workflow 

Next, add a coupon to the workflow. Adding a coupon before any decision 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 workflow make sure the coupons have been added to the Listrak platform. Learn more about adding coupons here.

1. Drag the coupon step on to 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
TIP: 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 on to 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 workflow 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. 

Message 1

1. Drag an SMS message element to the SMS path of the Channel Affinity 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 and how to add cart data to an SMS message here
TIP: Paste the coupon tag into the SMS message to include the coupon code
6. Select Create Workflow SMS Message
7. If desired, turn on the quiet time toggle, which allows SMS messages to be sent only within a specific window

Wait Step

1. Drag a wait step under the SMS message
2. In the elements tab, select the desired amount of time to wait between receiving message 1 and 2

Configuring a full SMS 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 SMS messages or add additional coupons to escalate the offers used in the shopping cart abandonment program. 

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
3. Select Create Message
4. Build your shopping cart abandonment message. Use segmentation information, saved content, and dynamic content to create
5. Select Create Workflow Email Message
TIP: Use the copy from Conductor feature if moving an existing campaign from Conductor to Workflow 

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 workflow. If no exit events are configured or contacts do not take the specified action they will naturally exit the workflow at the end of their path. 

1. Select the exit at the bottom of the workflow
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 Workflow to exit a contact out of the workflow if they enter another workflow

Activating the Workflow 

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

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

Reminder: If replacing an existing Conductor conversation with Workflow be sure to terminate the existing conversation so that new abandoners only receive one shopping cart abandonment series. 

Empty Carts

Workflow has three features to ensure your customers don't receive cart abandonment messages that are empty.  Consequently, there's no reason to create workflow 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 workflows.
  2. Before sending an email or SMS message in a cart abandonment workflow, 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.
  3. Cart abandonment workflows have a Cart Cleared exit event that can be configured. If while in a cart abandonment workflow a contact clears the items from their cart, configuring the Cart Cleared exit event will remove contacts from this workflow if they clear the contents of their cart.

Did this answer your question?