Probably one of the most effective marketing automations using Mailchimp: Abandoned Cart. As the name suggests, this automated integration targets fans who left their personal details in the shop, but failed to complete their order. In other words, they left some products in their ‘cart’ without completing their order with a payment. It is highly likely that this specific target audience is still interested in your event, making it a valuable pool for marketing related communication. The Mailchimp automation sends out an email to remind these fans that there is an incomplete order waiting to be completed. Research has shown that the Abandoned Cart automation adds 18% in conversion!
Note: Before you can start setting up your Abandoned Cart automation, the Paylogic Backoffice needs to be linked to your Mailchimp account. You can find instructions here.
1. Create an ‘Automated email’
As soon as you have connected your Mailchimp account to the Paylogic Backoffice, you can check whether the audience you would like to use for the automation is activated in the Audience tab. Then, go to Automate > Email > Turn on Abandoned Cart email in the menu on top.
In the following screen, choose Email Series above, name your campagne and select a store. The name of your event in the Paylogic Backoffice is the name of your store. Click ‘Begin’.
2. Design your Abandoned Cart email
Now it is time to add some settings to the content you will be sending to your fans, as well as triggers to send out an email.
2.1 How many emails are sent to each fan?
Mailchimp offers a standard flow of 3 e-mails, but the choice remains all yours. In case you would like to send only 1 reminder email, you can remove the other 2 by clicking the error to the right of the screen (see image above) and selecting Delete email.
2.2 What triggers send out an email?
The trigger option offers the ability to delay your emails from the moment an order is unfinished. The standard setting is 1 hour. You can edit this at any time using the Edit button.
2.3 Who will receive Abandoned Cart emails?
We advise only email those fans who checked the marketing opt-in. You can do this by clicking add in the Filter by Segment function. This will open a new screen, in which you can check the checkbox Choose segment or tag. Choose Contacts match the following conditions. In the dropdown menu, select Email marketing status. In the final dropdown, make sure to select Subscribed.
2.4 Design your emails
Changing the design and the look- and feel of your Abandoned Cart emails can be done using the Design email on the right hand side. Here you can fill in the details of your email (incl. Subject, First Name, Address). When you click Next, you can choose from a number of templates made especially for the Abandoned Cart emails. Please see the example below. You can use them to showcase the products to your fans. You can display a maximum of three products per email. Are you ready? Click Next again to activate the automation.
3. Measuring the success of your Abandoned Cart email
There is a link between the shop chosen to send out Abandoned Cart emails and your event in the Paylogic Backoffice. Mailchimp sends a ‘Campaign ID’ with the shop link, allowing you to measure the amount of opens, clicks and orders in the Mailchimp dashboard. The report can be found in the Campaigns menu. Here you can choose the desired automation and click View report. This report will give you an overview of the amount of people who purchased tickets through the reminder email (your conversion).