Increase Revenue by Responding Quickly to Cart Abandonment

This use case demonstrates setting up an Abandoned Cart campaign to increase revenue.

All the steps we mention in the video are listed below.

Prerequisites

Abandoned Cart data must be set up in one of two ways: via a Mapp Connect shop integration or the Mapp Intelligence Tracking Script/SDK. You will find more information and technical details about these tracking solutions here: Abandoned Cart Tracking.

A) Create a Prepared Message

This section shows how to create a message that dynamically includes product information based on the eCommerce table.

1. In Mapp Engage, click Create New > Message > Email Message.

2. Create the message called "Abandon_Cart_Reminder".

3. Insert a placeholder for the product. When the message is sent, the placeholder is replaced by data from the eCommerce table. For example:

   <%ForEach var='abandonedCart' items="${ecx:sort(user.abandonedCartProducts, 'timestamp', 'desc')}"%>
        <%${abandonedCart['productName']}%>
        <%${abandonedCart['productPrice']}%>
   <%/ForEach%>

   For more information, see Inserting Data From a Related Data Set Into a Message.

4. Save the message as a prepared message. You will use it again in the Whiteboard creation step.

5. All the steps we mention in the video are listed below.

B) Create Whiteboard

In this step, you create the automation that communicates with your contacts about the products in their carts.

How does the Whiteboard work?

• The Whiteboard begins when a product is added to the Abandoned Cart eCommerce table, i.e. when the contact adds a product to their cart.

• If they don’t place an order within one hour, they will receive an email.

• If they add another product to the cart after they have entered the Whiteboard but before the reminder email is sent, it does not reset their progress - they continue with the consecutive Whiteboard steps.

• If they place an order, the goal of the Whiteboard will be met and so, no reminder email will be sent. The contact will be removed from the Whiteboard audience.

• Adding another product to their cart after receiving the reminder email re-enters the contact into the Whiteboard and the cycle starts again.

1. Create an Event-based whiteboard called "AbandonCart_Reminder".

2. Add the Abandoned Cart Event as the whiteboard trigger. Use the following configuration:

   • React on: Add

   • Whiteboard Audience Definition:

     • Group "All Groups"

     • Enrolment "Multiple Times"

   • Event Definition: Any abandoned cart product

3. Save the configuration

4. Add step Wait and define the required timeframe. It is good practice to let some time pass between your contact adding a product to their cart and sending a follow-up message. In this example, we added 1 hour.

   • Value: 1

   • Unit: Hour

   • Click Apply

5. Add the job Send Email with the following configuration:

   • Message Selection: Prepared Email Message

   • Email Message: Abandon_Cart_Reminder

   • Click Apply

6. Define a Whiteboard Goal. The Whiteboard goal is met when a transaction is registered for a contact. The contact is removed from the automation, and no message has been sent to them.

   • Click SETUP.

   • Event: Transaction Registered

   • Transaction: Any Transaction

   • Click Apply

7. Activate your Whiteboard.