Whether it’s due to indecision or simple forgetfulness, when customers abandon their carts, you end up leaving money on the table. Here’s how to build an email lead nurture in HubSpot to re-engage leads with abandoned carts.
If you have an ecommerce store such as Shopify connected to your HubSpot CRM, you can utilize HubSpot’s tools to create effective email lead nurture campaigns. Here’s how we created an abandoned cart lead nurture for one of our clients, who has their Shopify store integrated with their HubSpot CMS.
When you integrate your Shopify store with HubSpot, the Ecommerce Pipeline is automatically created as a new deal pipeline. Checkout Abandoned is one of the steps in the Ecommerce Pipeline. Shopify considers a checkout to be abandoned when a potential customer adds items to their cart, then leaves the website without finishing the purchase.
Here’s how we built a workflow to nurture leads with abandoned carts and encourage them to finish their purchase.
Step 1: Build a Deal-based workflow
The enrollment trigger criteria for the workflow targets the Ecommerce Pipeline and the deal stage Checkout Abandoned. We also referenced the Source store property that comes with the Shopify integration, because our client has multiple stores.
Next, we added a 1 hour delay. A delay in an abandoned cart lead nurture can be as short as 1 hour or longer, but we don’t recommend making it any longer than 24 hours.
After that comes an If/Then Branch. Our first instinct was to set the criteria to be “Lifecycle stage is none of Customer”, but this precludes previous customers who have abandoned their checkout from going through the workflow properly.
Instead the If/Then branch hinges on the Deal stage staying Checkout Abandoned, without having been updated since the contact was enrolled in the workflow.
The workflow contains a total of 4 emails, each with a delay and If/Then branch between them. The following is how the workflow is laid out, with the first two emails included.
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Step 2: Create emails
Next we had to focus on the copy and design for the 4 emails.
- Email 1 serves as a reminder that they left items in their cart, and mentions the customer service resources offered by the brand, which they can reach out to if they need assistance or have any questions.
- Email 2 is made to entice leads that are considering backing out of their purchase, and offers a limited time, exclusive coupon.
- Email 3 reiterates that the lead has a discount offer available and conveys urgency; the offer isn’t going to be around forever.
- Email 4 is the final email, once again conveying urgency and offering customer service assistance if needed.
Step 3: Connect abandoned cart automation
Navigate to HubSpot Settings > Integrations > Connected Apps. Locate the Shopify app, then click Actions and select Go to settings from the drop down menu.
Click the Automation tab. There are three pre-set workflows in that area, one of them being Abandoned Cart.
You can build simple workflows in this area, but to get the best use out of HubSpot’s automation features, we used the full workflows tool to build the workflow. In here, you can add a workflow action to enroll in the abandoned cart workflow.