The longer a shopper goes without making a second purchase, the more likely they are to abandon your brand for good. Identify shoppers who are at risk for not returning with this At-Risk Win-Back workflow. Let your customers know you miss them and encourage them to engage again through meaningful emails and Facebook ads.
In this article:
For the workflow to function as intended, you should first integrate the following services with your Drip account:
Why do I need third-party integrations?
As you get more familiar with this workflow in the upcoming sections, it will become apparent that Shopify provides essential functionality as the source for the following trigger event(s):
This event triggers after someone places an order on your Shopify store.
That Shopify event is essential in defining the triggers for the Goal located at the lower section of the workflow.
In addition to Shopify, Facebook Custom Audiences (FBCA) allow you to move your customers from audience to audience based on their behaviors. Although the FBCA integration is not required for this workflow to work properly, we do recommend checking out Facebook's free Custom Audience service for business accounts.
Anything else I should know before I install the workflow?
In addition to the integrations mentioned above, you should also get more familiar with:
In short, Orders allow you to keep track of and segment subscribers who place orders on your Shopify store, and they play an integral part in how your subscribers are filtered and maneuvered through this workflow.
After you have connected the integrations suggested above, install the workflow.
Scroll through this workflow and get a quick feel for what's going on. Then, follow the steps below the example to install it in your account.
To install the above workflow in your account:
- From the workflow example directly above, click Install This Workflow.
- When redirected, complete the install by authenticating your Drip account (if you aren't already logged in). If you have multiple accounts, you must select the account where you'd like it installed.
What's included with the install?
Aside from the workflow, a campaign placeholder entitled 'Re-engage and Win-Back' is also included. Navigate to the Campaigns tab to find that placeholder in your account. Make sure to swap out any placeholder content with your own, and you may add additional emails as they're needed.
In the next section, you'll learn more about how the workflow functions.
So that you get the most out of this pre-built workflow, take a moment to learn more about the functionality this workflow provides.
Entry trigger, Decision, and Actions
The peak of the workflow consists of the entry point, also known as the entry trigger. As it comes installed, the workflow will trigger after the following event has been recorded for the subscriber(s):
Start win-back workflow
This event can be triggered manually or via API.
After entering into the workflow, subscribers are immediately sent into a decision. The criteria set by that decision checks to see if a subscriber has made a purchase on your Shopify store in the last 90 days. If they have, they pass through the Yes path and move on to the next steps. If they haven't, they are sent down the No path and immediately exit the workflow.
When a subscriber passes the decision criteria, the following actions are applied:
Apply a tag
Applies the given 'Customer - Inactive' tag to the subscriber.
Add to custom audience
Adds the subscriber to a given Facebook Custom Audience. For this action, choose the audience of yours you'd like to add subscribers to.
Parallel Path and Decisions
After they're added to a custom audience, subscribers move further down the workflow into a parallel path sending them into 3 different decisions simultaneously. Just as with the first decision at the start of the workflow, these also check for when the last time a given subscriber made a purchase. The first decision they pass, the subscriber is pushed through to the next steps in the workflow.
Subscribers get applied the following actions after they pass through one of the decisions:
Send a campaign
Subscribes a subscriber to a given campaign. In this workflow, that action is pre-set to send the 'Re-engage and Win-Back' placeholder campaign. Make sure to update the email(s) in that campaign with your own content. Or, you can swap it out for a different campaign you'd like to use in its place.
2-day Delay and Exit
When a subscriber completes the campaign, they begin a 2-day delay to give them an extended period to make a purchase from you. If there is still no purchase made before the delay is finished, the subscriber exits the workflow.
Goal and post-purchase Actions
Since the main purpose of this workflow is to encourage customers who haven't returned for an extended period of time to make another purchase, the main goal of this workflow is set to reflect that purchase point. The goal revolves around the Shopify purchase event (Order created). If while in any step above the goals a subscriber either places an order or updates an existing one, the goals will trigger and immediately pull the subscriber to that section of the workflow.
Before exiting the workflow after a purchase is made, subscribers are removed from the custom audience they were added to. Tags applied during the course of this automation are also removed.
Can I edit this workflow to better fit my use case?
Yes. We've attempted to keep this workflow as general as possible, but we do encourage you to modify it any way that fits best for the outcome you're looking to achieve including tag names, campaign names, and any other features used. If this workflow is out of scope with what it is you're trying to do, consider browsing through some of our other pre-built workflows for one that will provide a better fit.
Before you activate the workflow
Make sure to complete the following tasks before activating the workflow:
- Update the 'Coupon Welcome Series' campaign placeholder, and then activate it. Or, swap out that placeholder for a different campaign.
Next, activate the workflow.
Before you activate the workflow in your account, double check the to-do list for any tasks that are still outstanding.
- When you're ready for the workflow to go live, click Activate Workflow.
It's peace of mind knowing that something will work properly and continue to run smoothly long after. That's why we suggest testing this workflow by running test subscribers through it. A 'test subscriber' is just a subscriber in your account that you create with your own personal email address. Learn how to quick-add a subscriber here.
How should I test this workflow?
Note: Testing does require you to activate the workflow.
With a test subscriber, trigger the event which defines the current entry trigger into the workflow and take note of how the workflow handles the subscriber. Unless you have modified that trigger since installing it, you can trigger the 'Start win-back workflow' event for your test subscriber.