Step 1: Ensure You Have E-commerce Integration
- Check if your e-commerce platform is integrated with HubSpot. If not, integrate the two platforms. HubSpot has native integrations with many popular e-commerce platforms, and others can be connected via third-party tools.
Step 2: Identify Abandoned Carts
- Go to your HubSpot account and navigate to Contacts > Lists.
- Create a new active list.
- Set up criteria based on shopping cart behavior. For instance:
- Contact property > Shopping cart status > is any of > Abandoned.
Step 3: Create the Abandoned Cart Email Sequence
- Navigate to Automation > Workflows.
- Click “Create workflow”.
- Choose "Contact-based" for the type.
- Name your workflow something identifiable, like "Abandoned Cart Reminder".
- Set the enrollment triggers using the list you created in Step 2.
Step 4: Design Your Email Reminder
- In the workflow editor, click the "+" icon to add an action.
- Choose "Send email".
- Design your abandoned cart email. Ensure it's enticing and encourages the user to complete their purchase. Consider including:
- Images of the abandoned items.
- A direct link to their cart.
- A limited-time discount or incentive.
Step 5: Determine the Timing for Follow-up Emails
- If you wish to send more than one reminder, add delays in the workflow between emails.
- For instance, after the initial email, you can set a delay of 24 hours before sending a second reminder.
Step 6: Incorporate Personalization
- Utilize personal tokens like the contact's first name to make the email feel tailored.
- Display specific products they've left in their cart.
Step 7: Test Your Workflow
- Before activating, always test your workflow to ensure everything works as intended.
- Use a test contact and manually set their cart status to "abandoned" to see if they receive the email sequence correctly.
Step 8: Activate the Workflow
- Once satisfied, turn your workflow live by switching its status to "On".
Step 9: Monitor and Optimize
- Regularly check the performance of your abandoned cart email sequence.
- Look at metrics like open rates, click-through rates, and conversion rates.
- Adjust email content, timing, or frequency based on performance data.
Step 10: Continuous Improvement
- Periodically update the content of your emails to keep them fresh and relevant.
- Test different incentives or offers to see what results in higher cart recovery rates.
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