Do more with your shopping cart integration

Last updated: June 14, 2016

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Product: HubSpot Marketing
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As an ecommerce business, your best way to compete with Amazons, Wal-Marts, and Zappos' online is to create a loveable site experience and an ongoing engagement strategy with data content and automation to delight your visitors and customers. By implementing an inbound eCommerce framework, you will keep your brand front-of-mind with customers so that when they are ready to purchase, they will do so from you.

Below are some popular inbound strategies you can get into place to promote your store utilizing the information you've gathered with your shopping cart integration.

Abandoned cart nurturing

Most shopping cart software gives you the ability to send a simple abandoned cart auto-responder, but with HubSpot you can setup a series of automated emails that are personalized with your HubSpot and shopping cart data.

To do this, you'll want to set up a nurturing workflow based on either a contact property from your integration or a form submission. For example, HubShop.ly has an "Abandoned Cart Indicator = Yes" contact property and the EYEMAGINE integration has an "abandoned cart" form submission. 

To implement this workflow, you first need to make sure you have the following assets together:

  • Create any nurturing emails you would like included in the sequence to encourage your cart abandoner to buy. Take note of the shopping cart data you have available from your integration - most integrations have a contact property labeled “Last Order Products” or “Abandoned Cart Products HTML” which you can simply add as a personalization token to your email to have your cart abandoner’s product images populate the email.
  • A mind map of how the workflow will progress. This will include your enrollment criteria, delays for emails, and what your goal criteria will be. The best way to do this is on a whiteboard or even just a piece of paper.
  • A sample abandoned cart workflow looks like this:
    • 1 hour after the visitor abandons their cart, send them a simple reminder that they left something behind, show them product images and ask them to reply to directly to the email if they have any questions.
    • 1 day after their first email, send them an email with a possible incentive to finishing purchasing such as free shipping or a small discount.
    • 2 days after your second email, send them a simple engagement email with links to your site, blog, and social media. 
    • Your goal criteria would be "Last order date was less than 2 days ago."
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Post-purchase welcome series

Enrolling brand new customers into a “welcome series” of emails is a great way to promote the value proposition of your store and your brand. This is a simple follow-up to a customer’s first purchase where you promote your content, social media presence, and provide offers to re-purchase.

This is done with a nurturing workflow, which can be built in a very similar fashion to the abandoned cart workflow in the step above, but using different shopping cart integration contact properties that indicate they are a customer and have recently ordered. (Examples of the properties shown below.)

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Product pageview driven email automation

You should also consider sending an email to contacts 1-2 hours after they have viewed a specific product page (one which they have not previously purchased) or product category to bring them back.

To do this, you can build a nurturing workflow that enrolls a contact based on a particular pageview and lack of a previous purchase contact property value. The first step of this workflow would send them an email promoting the product or category and potentially even incentivizing them to come back. Take a look at the workflow example below to get an idea of what this could look like.

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Re-purchase nurturing workflow

If a customer only has 1 order on their contact record after 3-6 months enroll them into a workflow where an email would be sent to drive them to repurchase. This workflow would likely be based around a couple different contact property criteria, as seen in the example below.

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For this workflow, set a goal so that any contacts will be unenrolled from your workflow when their number of orders is greater than 1. 

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Lifetime total value workflows

One example of a lifetime total value workflow would be to nurture your VIP customers with special offers and communications. You can enroll contacts into this workflow who have a lifetime total value over a certain dollar amount (say, $1,000) and then enroll them into a workflow where you call out their VIP status and provide them with secret or special offers. The goal of this workflow would be to get them to order again.

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If you require any help implementing these workflows based on information gathered from your shopping cart integration, reach out to your Custom Success Manager for more assistance.

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