Find customers who’ve stopped buying from you and get them to purchase again using this workflow.
In this article:
If you're new to Workflows, we suggest you check out this video to get you up to speed on all the moving parts that come with the feature.
This workflow is ecommerce-centric and meant to be used to win back existing customers who have lapsed a certain amount of time in regards to their purchase inactivity. Its primary function is to funnel customers down one of three different decision paths, each of which is determined by the timeframe of an individual's last recorded purchase.
What you'll need
Before you install the workflow, there are a few things you'll need.
First, integrate your account with one of our ecommerce integration partners (if you haven't already). Here's a list of our ecommerce integration providers.
Out of the box, the workflow has integrated Shopify events throughout, but you can modify those instances to fit any of the ecommerce providers from the above list you might be using (we'll show you how to do that later).
Facebook Custom Audience Integration
As might have been noticed, the workflow also revolves quite heavily around our Facebook Custom Audience integration (FBCA). We suggest using a general all-around ad-set that you'd typically use to win back existing customers. Although it's not necessarily required, incorporating FBCA allows you to send relevant email messages in parallel with the ad-set you're currently running for that audience.
Because this workflow is meant to win-back your customers, you'll only want subscribers in your account who have become customers to enter into it. Therefore, you should have a tag name you usually use to apply to subscribers who become customers.
Scroll down to the bottom of this workflow and click the Install This Workflow button (we'll explain the workflow in the next section).
Along with the workflow itself, you'll find a campaign blueprint under the Campaigns tab (if you opted for including it with the install) in your account.
Go to the campaign and open one of the emails. You'll see we've included placeholder content inside of each email. Before you activate the workflow, be sure to replace that content with your own. Your marketing copy should reflect the ad-sets being shown to the Facebook audience you'll set in the workflow.
At the very top of the workflow lies the entry trigger.
It's the event which pulls relevant customers into it and allows them to proceed further down the path. We'll show you later how to fire that event for the subscribers you'd like to send into the workflow. That event is arbitrarily named and does not get generated by any other third-party source.
Once in the workflow, your customers proceed down whichever one of three decisions criteria they currently meet, if any.
In this case, each performs an internal calculation based on the days since a given customer's last purchase. These calculations are made based on purchase event data it receives from your ecommerce integration. If the customer fails to meet any of the three decisions' criteria, they'll exit the workflow unaffected.
Click on the first decision located below the entry trigger.
When it opens, the modal reveals two sets of conditionals which both must be met to send a subscriber down the "Yes" path, the path to your marketing material.
Here's the full logic that makes up the first conditional:
Events performed > do not include > Order created > in the last > 365 days
This conditional checks to see when was the last time Drip recorded a purchase event for the individual subscriber attempting to pass through. If the customer has not triggered that event within the last 365 days, they'll move on to the next required conditional.
Note: The 'Order created' event is exclusive to Shopify. If you're using another integration, this is where you'll need to change out that event name for all three decisions. We've included a list below of relevant purchase events and the ecommerce provider where they originate.
Click here to toggle a list of purchase events by integration provider
|Integration Name||Order Event|
|Clickbank||Made a purchase|
|DPD||Made a purchase|
|Ejunkie||Made a purchase|
|Eventbrite||Made a purchase|
|Gumroad||Made a purchase|
|S2Member||Made a purchase|
|Samcart||Made a purchase|
To use Samcart as an example, you'd change out the 'Order created' event in the decision, and replace it with Samcart's Made a purchase event, as seen below.
Don't forget to change the event name for each decision in the workflow.
The second conditional is as follows.
Tags > Include > Profile - Customer
To satisfy that conditional, whoever is passing through the decision must have a certain tag applied to them. In this case, the tag should be an identifier linking to any subscriber in your Drip account who is also a customer. The tag name you see there ('Profile - Customer') is just a placeholder, and you should change it out for the tag name you're currently using to identify customers in your account. The reason for the tag is to prevent any subscriber who is not identified as a customer to advance to your marketing content.
The only difference you'll notice amongst all of the decisions is the number of days of purchase inactivity. Click into each to view these variations if you'd like.
Any subscriber who produces a match to both sets of criteria for any given decision will be allowed to travel down the "Yes" path.
When that happens, they'll get tagged accordingly and join a Facebook audience.
Click on the FBCA step in the workflow to choose from a list of audiences you've already created in your business account.
Or, create a new audience on the fly by clicking the Create new audience button.
Note: You'll only see the names of your own Facebook audiences when setting this feature up in your account.
Next, the subscriber begins to receive a campaign subscription. Again, this campaign should reinforce the ad-set you're currently serving up to the Facebook audience you've just integrated into the workflow. Remember to add your content to each email before your workflow is activated.
Each subscriber can only pass through a single decision each time they enter into the workflow. In a later section, we'll show you how to manually trigger the workflow so you can control who goes into the workflow at what time. You do not need to worry about the subscriber receiving duplicate campaign emails or joining the same audience. Since the minimum requirement is 90 days of purchase inactivity, the subscriber won't be able to pass the event criteria for any of the decisions for at least that number of days.
Lastly, there's a purchase goal set towards the bottom of the workflow.
When a purchase is made by any subscriber who is also currently inside of the workflow, the goal instantly removes them from any steps above it, including the email campaign and or delay, as well as from the Facebook audience they joined.
If you changed the event name in your decisions, the same changes must be applied here to this goal.
For example, here's how you'd set the goal if you're using Samcart.
In this section, we'll show a few different ways you can fire the trigger event to send your customers into the workflow.
You can run a new bulk operation to manually apply any number automation actions to a specific segment of subscribers in your account, such as your customers. Or, you can even upload a CSV file containing the email addresses of the customers you'd like to enter into the workflow.
- Create a new bulk operation.
- Make the choice to choose from a segment of existing subscribers, or to upload a CSV of subscribers to begin. You can also enter individual email addresses line by line if you have the exact email addresses for those customers handy.
- Depending on your choice, complete the steps you see onscreen to upload your CSV, or enter in email addresses, or create your segment on the fly with the subscriber filter. You'll set the trigger event in the next step of the operation.
- In step two of the operation, you'll apply an action to the customers you've included.
- First, select the Record a custom event action from the drop-down selector.
- Then, enter the same event as seen in the workflow's entry trigger. If you haven't already modified it, you can copy and paste the following text into the operation.
Trigger At-Risk Workflow
Capitalization and other grammatical inflections do matter. At this stage, add any other actions you'd like to apply to these customers.
- Click Next to move over to the operation scheduler.
- You can perform this operation immediately, or schedule it for a later date and time.
When the operation begins, it rounds up all of the relevant customers and fires the trigger event for them. The customers will then all begin the workflow at once.
Trigger for Individual Subscribers
If you'd only like to trigger that event for an individual subscriber, you can do so from within the profile of each subscriber in your account.
Go to the subscriber's activity timeline and click the Add custom event button, located in the upper right corner just below the main navigation.
When the modal appears, enter the trigger name used in the workflow's entry trigger.
Note: You do not need to include any event properties.