Abandoned Cart Integrated Workflows

Please note: This article is provided as a resource for organizations who would like to utilize their own custom views for abandoned cart email campaigns.
Knowledge Level: 
Developed by: iMedia inc. for Houston Grand Opera
Suggested Skills: Tessitura, Custom Views
Problem Example: Customers log in to purchase tickets on your organization’s website, but fail to complete the purchase, for whatever reason. Maybe the kids knocked over a vase in the other room, maybe they are waiting to hear back from the rest of the group, maybe it was just a price check; regardless, there is a chance they may forget about what you are offering! We want to eliminate that chance.
Solution: Customers who are logged in, had items in their cart and did not complete a purchase within an hour will be determined by a view in Tessitura. Utilizing another custom view, we’ll gather contacts who did complete their order within 23 hours. These views will work with two workflows to track whether or not a contact should continue to be reminded about their incomplete order. We’ll send them an email after one hour and if they do not complete a purchase within 23 hours, they will be sent another email. We’ll measure the results to determine the success of the campaign and whether or not adjustments need to be made.

This Abandoned Cart Integrated Workflow is actually two separate workflows, working in tandem. The first view and workflow are the main drivers of activity and automation; they rely on data from the second view and workflow to ensure it is working with up-to-date, relevant data. When a contact does complete an order, the secondary workflow will remove contacts from the "Cart Abandonment" list and give a timestamp to their contact record of when they left the workflow. This will ensure that if at any time a contact does complete their order while in the primary workflow, they will not continue to receive emails. 

1

Build the First View (Incomplete Orders)

The view will pull contacts from who are in T_WEB_ORDER but not in T_ORDER. T_WEB_ORDER includes contacts with pending orders, T_ORDER contains contacts with completed orders. The view pulls the difference in contacts between the two tables. In laymen's terms, the view includes contacts who:

  •  Logged in to their account
  • Placed items in their cart but did not complete the order within one hour.
2

Build the Second View (Completed Orders)

The view will pull contacts who are in system table T_ORDER within the past 24 hours. In laymen's terms, the view includes contacts who:

  •  Logged in to their account.
  • Completed an order within the past 24 hours.
3

Build the Cart Abandonment List

This list will contain contacts who enter the workflow. We'll use this list to track whether or not contacts have started and completed an order over the course of 24 hours. As well, we'll use it to create our suppression segment to prevent contacts who are already in the workflow from entering a second time. 

4

Build the “Abandoned_exit_date” Contact Field

This will be the timestamp placed on the contact record to record and track when a contact has exited the workflow

5

Build the Cart Abandonment Suppression Segment

This segment will be used in the second workflow (see Step 8, node 4) to prevent any contact who has been in the workflow in the last 2 days from re-entering the workflow. This is to prevent annoyance to serial cart abandoners.

6

Build the First Workflow (Incomplete Orders)

Now that we have these contacts, we’d like to automate our strategy to persuade them to complete their order. We accomplish this by creating a workflow. The workflow contains the following nodes:

  1. Trigger: At the top of every hour, the workflow is searching for new contacts in the view. After the search is completed, new contacts will be added to the workflow. 
  2. Wait: Allows a 5 minute grace period to allow new contact to be properly imported. 
  3. Check If: Checks if contact is on “Cart Abandonment” list. If yes, they are already in the workflow (as per node 5); contact will exit the workflow. This prevents the same contact from entering the workflow twice. If no, the contact will proceed to node 4. 
  4. Check If: Checks if contact is on “Cart Abandonment No Entry Segment”. If yes, they will exit the workflow; they have already been through the workflow within the past 2 days and to prevent annoyance, will not continue in this workflow. If no, they will continue to node 5. 
  5. Update Contact: Contact is added to “Cart Abandonment” list. 
  6. Wait: Allows a 1 hour, 5 minute grace period for customer to complete the order. If they did, the first workflow will remove them from the "Cart Abandonment" list.
  7. Check if: Checks if contact is on “Cart Abandonment list. If yes, continue to node 8. If no, exit the workflow, they completed their purchase.
  8. Send Email 1:
  9. Wait: Allows a 24 hour period before sending the second reminder email to the contact.
  10. Check if: Checks if contact is on “Cart Abandonment” list. If no, they have completed their order and have been removed from the "Cart Abandonment" list via the first workflow and will exit the workflow. If yes, send the second Tickets Abandoned Cart Email.
  11. Send Email 2:
  12. Update Contact: Removes contact from “Cart Abandonment” list; Updates contact field “Abandoned_exit_date” to today.
7

Connect the First View and First Workflow as the First Integrated Workflow

  1. Provide a name for the Second Integrated Workflow.
  2. Connect the second view to the Integrated Workflow.
  3. Connect the second workflow to the Integrated Workflow.
  4. Provide a temporary list name for contacts who enter the workflow.
  5. Set the hourly schedule. Recommended: hourly.
  6. Set the frequency schedule. Recommended: daily.
  7. N/A
  8. Provide email addresses to receive summary emails of workflow activity. 
8

Build the Second Workflow (Completed Orders)

  1. Trigger: Contact who completed an order within the past 24 hours.
  2. Check if: Checks if contact is on "Abandonment Cart" list. If yes, remove them from the list and update the "Abandoned_exit_date" to today. This is because they have completed their order and will prevent them from receiving any further emails from the secondary workflow. (Reference Step 8, nodes 8 and 11) and exit the workflow. If no, simply exit the workflow.
9

Connect the Second View and Second Workflow as the Second Integrated Workflow

  1. Provide a name for the Integrated Workflow.
  2. Connect the view to the Integrated Workflow.
  3. Connect the Workflow to the Integrated Workflow.
  4. Provide a temporary list name for contacts who enter the workflow.
  5. Set the hourly schedule. Recommended: hourly.
  6. Set the frequency schedule. Recommended: daily.
  7. N/A
  8. Provide email addresses to receive summary emails of workflow activity. 
10

Activate and Turn On Both Integrated Workflows

Set the mode to "Active" and the status to "On" to automate both workflows.

There are two elements to automating the workflow, "Mode" and "Status". Mode reflects whether or not contacts will actually be allowed into the workflow, and status reflects whether or not the schedule will be automated.

Active Mode: Contacts will enter the workflow once the deployment occurs, whether manually via a "Trigger Now" or automatically, based on the schedule you've set up in Step 7 & 9.
Test Mode: Contacts will only be imported into the temporary list for your review. They will not enter the workflow.

Off Status: The schedule is off and will not run automatically.
On Status: The schedule is on and will run automatically. 

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