April 29, 2024

How do I set up an abandoned cart reminder email sequence in HubSpot?

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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.