Boost your revenue by reaching out to customers that have abandoned their carts on your Shopify store. Not only will you be able to keep in touch with these subscribers through email, Drip will also set them in the appropriate Facebook Custom Audience, if you so choose to use that feature.
We've put together a few videos in order to help you get your shopping cart abandonment workflow up and running within your own Drip account, along with detailed instructions outlining each step of the video.
Before getting started with this workflow, you’ll want to integrate your Drip and Shopify accounts together (if you haven't already). We’ve created a separate article and video to help you out with that.
Additionally, you’ll notice that this workflow utilizes a couple different features:
We won’t get too heavily into the details with the above features, as we have separate documents outlining both features. It’s also important to note that this workflow is not dependent upon either of the above features. We do recommend checking them both out—and amp up your digital marketing game.
We've broken up this article into six different steps so that it is easier to follow along:
- Step 1: Install the workflow
- Step 2: Workflow teardown
- Step 3: Set up cart abandonment URL rule
- Step 4: Edit abandoned cart email campaign
- Step 5: Review and activate workflow
- Step 6: Testing the workflow
First, you’ll need to install the workflow into your own Drip account. To do that, click here.
We’ve also created a short video to help you install the workflow:
Let’s cover the steps outlined in the video.
First, go to the shareable workflow landing page and click the Install This Workflow button:
If you aren’t already logged in to your Drip account, you’ll need to do that next. If you have multiple Drip accounts, you’ll need to select which account you’d like to install the workflow:
Note: You'll only see your account names in the "Account Name" drop-down.
If you’re not immediately redirected to the workflow's editor, you can find your newly installed workflow under Automation > Workflows. Select the E-Commerce Blueprint: Checkout Abandonment Workflow. In the next video, we’ll give a full rundown on how this workflow functions.
Let’s cover what's happening in the workflow with a couple of videos.
This first video covers the workflow’s entry triggers, all the way up to the workflow’s goal:
In this second video, we’ll discuss everything starting from the goal, all the way to the final exit:
If you’re still new to the Workflows feature, we suggest checking out a few additional resources.
Next, we’ll move along with our setup by configuring an automation rule that will retrieve a subscriber’s unique abandoned cart URL from Shopify.
Before moving forward, you should understand why we need to use a rule. This rule will pull your subscribers’ unique abandoned checkout URL and store it in a custom field. The URL is included within the event data of the two Shopify events we’ll be using to trigger this rule.
Note: While going through this section, it’s important to follow each step thoroughly, as it is the piece to this setup that presents the greatest room for error.
Here’s what that URL looks like:
Since we'll be storing that URL in a custom field, we'll be able to use it later in the email campaign that gets sent to subscribers with abandoned carts.
Check out this video we put together outlining each step to build your rule. You can also follow along with the text below this video:
To build a new rule, go to Automation > Rules > click New Basic Rule:
Rules consist of two different steps. The trigger step is the criteria which kicks the rule into motion, and the action step is the result of the action being triggered. In this case, we’ll set a custom field for our subscribers.
For the rule’s trigger step, we’ll be setting up two triggers, both using different Shopify events:
- Checkout created
- Checkout updated
In the trigger editor, select “Shopify” from the first drop-down:
Then, select the “Checkout created” event from the second drop-down:
Next, click the Add another trigger button to add an additional trigger to the rule:
Again, select “Shopify” as the service provider in the first drop-down, but this time, select “Checkout updated” from the second drop-down:
By using both of these events, we’ll we'll be able to account for subscribers that have just started a new checkout process on your store, or subscribers who are just simply updating the contents of the cart.
Now, let’s move on to step two of the rule, the action step.
For the action, keep “Drip” as the service provider in the first drop-down of the action editor:
As the action, select “Set a custom field” from the second drop-down:
For the “Custom Field Identifier” field, we’re going to use the following name with underscores included:
In fact, you can copy and paste that identifier name directly into the “Custom Field Identifier” field of the action editor:
For the field’s identifier value, we want to set it as the individual subscriber’s abandoned checkout URL. Remember, this URL is sent in with both the Shopify events we set in the Rule’s trigger.
In order to dynamically set this value, we’ll need to use a bit of templating markup, called Liquid. Liquid allows us to “bridge” between all the data in Drip—ranging from subscriber information (like the field we are about to set in this rule) to marketing copy—and what gets written in emails or specific data fields. Therefore, we’ll be able to include a subscriber’s own unique abandoned checkout URL in an email reminding them to complete their checkout.
Now, for the action’s “Value” field, we’ll use the following Liquid shortcode:
In fact, you can copy and paste that shortcode directly into the “Value” field of the action:
This is where it gets a bit technical. In Drip, the Rules feature includes functionality that allows you to extract event properties from events, just like the checkout URL we are pulling from the Shopify events. Although we don’t deep-dive into this concept within this article, you can learn more about that functionality here.
Your rule should now look exactly like this (if it doesn’t, you’ll want to go back to this section):
Finally, go ahead and activate the rule:
Now that your rule is active, it will pull an individual subscriber’s unique abandoned checkout URL and set it within a custom field. We’ll now use that custom field within the email campaign that was included with this workflow when we edit our email campaign in the next section.
By now, you’ve probably noticed that an email campaign was included with the installation of the workflow. You'll need to open up that campaign and swap out the placeholder content with your own marketing copy.
Here's a short video explaining these steps:
This campaign will allow you to stay in communication with anyone that has left their cart abandoned on your Shopify store.
To find the campaign, go to the "Campaigns" tab and open up the Abandoned Cart Followup Campaign, which includes three separate emails.
Open up each one of those emails and replace the placeholder content with your own marketing copy (you'll identify the placeholder content as content in all caps surrounded by double asterisks on each side):
So how does this campaign work?
Once the campaign is triggered by the workflow, the subscriber will receive the first email immediately. Then, they’ll receive an additional two emails over the next two days. Of course, you can set these time delays in any way that works best for your individual business.
Lastly, we’ll need to include the abandoned checkout URL within a link in each email, so that the recipient can easily navigate back to their own abandoned cart.
Set abandoned cart URL link in the email campaign
We’ve put together a short video to help you set up your abandoned cart link (we'll also include the process in text right after the video):
Go ahead and open the first email in the campaign and follow the upcoming steps. Once you’ve completed these steps in this first email, you’ll need to go into the other two emails and replicate the following steps again.
Now that you have the first email open, you’ll see a placeholder for where you’ll include the abandoned cart link:
Replace the placeholder content with a catchy call-to-action and highlight the text with your cursor. Then, click the hyperlink button in the email editor:
Now, in order for the link to redirect an individual subscriber back to their own unique abandoned cart checkout page, we’ll need to use a bit more Liquid. If you remember, we used the templating language to dynamically set a custom field for our subscribers when setting up the rule.
In the "Web Address" field of the hyperlink modal, insert the following shortcode, exactly as you see here:
In fact, you can copy and paste the above shortcode directly into the field and click the Insert button:
Again, we won’t cover the ins and outs of Liquid in this article, but you can learn more about the templating language here.
Once you've completed your edits in all three emails, go ahead and activate your campaign:
Lastly, you’ll want to make sure your workflow is ready to activate. To do that, double check your workflow to-do list. This list will alert you to anything that is left outstanding in order for your workflow to function properly. This might be anything from setting up your Shopify and Facebook Custom Audiences integrations to activating your email campaigns.
Here’s a short video with more information:
Once you’ve got everything ready to go, activate the workflow:
And that's it!
You now have a fully functioning cart abandonment workflow that will kick into action anytime someone either starts or abandons their current cart in your Shopify store.
So you're probably wondering if this will all work. If you'd like to be able to test the workflow, the best course of action is to set up a bogus gateway in your Shopify account. This will allow you to mimic the actions your subscribers will likely take in your store.