The primary goal of the Abandoned Cart emails is to encourage online store visitors to complete the order. Once a customer leaves a cart with products and does not complete a purchase, Omnisend sends a reminder with the products your customers have abandoned and with a link to the checkout page.

It is crucial to identify why your contacts are leaving their carts before completing the purchase, and Omnisend can help you with that. It lets you add different Splits to target your messages for specific audiences, A/B test your subject lines, delays, and discounts, use different channels, and even more.

In this article, we will walk you through the main settings in the Abandoned Cart flow and give you some insights on the advanced features that will help you bring your contacts back.

Contents

Before you start
Set-up process
Content of the message — adding personalized data
Advanced settings of the Abandoned Cart workflow
Improving performance with A/B testing
Testing your Abandoned Cart
Native Abandoned Cart Workflow
FAQ

Before you start

Set-up process

Before you start working on Abandoned Cart automation, you should add and verify your sender's email address. If you haven't done this yet, proceed to the Store Settings -> Settings -> Channel settings, choose to add and verify your email address.

💬 Find detailed instructions on the sender's email address verification.

The process of the Abandoned Cart set up in Omnisend is pretty straightforward. If you are creating the abandoned Cart flow for the first time, we suggest starting from one of our presets. They already have all of the settings adjusted, and even add the Abandoned Products and recovery link to the email message content.

To set-up an Abandoned Cart automation workflow proceed to the Audience tab -> Shopper -> choose Abandoned cart email with 3 (recommended) or 1 email in the sequence.

Automation trigger settings

Abandoned Cart automation is triggered when the customer adds products to the cart and leaves your store before completing the purchase. To fulfill both conditions, Omnisend sets the Trigger and Exit Condition:

  • Trigger — Abandoned Cart;
  • Exit Condition — Order Placed.

Another requirement is to recognize your customer or be able to track the email address or the phone number.

All recognized contacts will enter your workflow as soon as they leave a cart in your store but will exit in case the exit condition is satisfied. Therefore, the customer who completes the order will exit the sequence on whichever step they have landed.

💬Learn more about the methods Omnisend is using to track contacts abandoning their carts.

With the default settings, your Abandoned Cart sequence will be sent to all of the contacts, but you may also add some trigger and audience filters to target your emails to specific groups. Jump to the Advanced settings section of the article for more information.

Content of the message — adding personalized data

In the Abandoned Cart sequence, you can add all types of messages — Email, SMS, Push Notification and even send a reminder to Facebook Messenger. The type of channel that can be added to the sequence depends on the pricing plan.

To add any of these blocks to the Automation sequence, all you need is to drag and drop them to the workflow.

Once a block is added, you will need to provide all of the details, including your sender's email address, sender's name, subject line, and preheader. If some data is still missing, you will see the warning message informing about that, ex: 'Missing email information' or 'Missing SMS information'.

Sending a simple reminder might not be sufficient for your contacts to change their decision. To help you capture your contacts' attention, Omnisend pulls over the products your customers abandoned and the CTA button leading to the checkout page.

With these content blocks, you can not only offer a game-changing discount but also show off the products they've picked. While the link can be added to all messages, the Products can be displayed in the email message or the one sent to Facebook messenger.

Abandoned Cart products

The default Abandoned Cart automation has an Abandoned Products content block that will bring the products your customers were browsing to the content of the email message. If you went with the Abandoned Cart preset or changed the automation trigger to Abandoned Cart, you will see this block in your Email message content or will be able to add it from the content blocks pool.

As soon as your email is sent, it will get populated with the abandoned products' images, descriptions, titles, and links. Shop Now button within the Abandoned Products block already has a link set to the page of the product your customer was browsing.

💬 Learn more about the Abandoned Products content block.

Cart recovery link

Apart from the Abandoned Products block, you will also find a button with the link leading to the store checkout page. The Checkout button is also called 'Complete your order' in the automation preset.

Apart from the content blocks with preset functionality, Omnisend also adds the event data to the Personalization menu. In other words, you can either use the default button (with the preset link) or add that abandoned cart link to the text or to any other button.

You can also add that link to some other blocks' settings. For example, to the Shop Now button on the Discount Content block. Note, this link should only be added to the Link field in the content block settings.

💬 Learn more about the Discount content block and its settings on different e-commerce platforms.

Note, if you send a test email, the Abandoned Cart content block and Complete your order button won't be populated with the products and with the link to your store. The best way to test the flow is to trigger the sequence in your store. Jump to this section for more information.


In your Abandoned Cart series, you can send a series of different emails, with a single reminder in the first, a discount offer in the second and a final reminder in the third.

If your customer doesn't respond to the Email message, you can try sending an SMS message with a link to the cart that your customers abandoned.

💬 Check the recommendations on Abandoned Cart sequence settings and content in our Blog articles:
- 6 Ways to Nail Your Abandoned Cart Emails in 2020
- Top 7 Cart Abandonment Reasons–and What You Can Do About It
- Read more about SMS in automation here.

Advanced settings of the Abandoned Cart workflow

We've already set up the automation and triggered it for all contacts. However, what makes your automation powerful is the ability to target it to specific groups of contacts.

The automation workflow lets you target your contacts based on:

  • Trigger filter or Trigger events (cart sum, products);
  • Audience filter or Contact properties (Segments, tags, default, and custom properties);
  • Message behavior (opened and clicked emails or clicked SMS).

Trigger filter and Audience filter can be added to both Trigger and Split Condition settings. The primary difference is that contacts not satisfying the rule in the Trigger setting, won't enter the sequence at all, while the Split Condition can be verified with the delay.

💬 Check the dedicated instruction for more information on each of these blocks settings:

- Trigger and trigger filter;
- Audience filter and Exit conditions;
- Conditional Split and A/B testing.

Splitting by cart value

One of the examples of the Trigger filters applications is splitting your sequence based on the Cart value. You may want to offer a percentage discount to clients abandoning low-value products, but this discount won't be the best solution for the high-value ones. Thus, by splitting your sequence based on the cart sum, you can send different types of discounts or even more messages to customers looking at more expensive products.

To split your sequence based on the cart sum, drag and drop the Split block -> select Trigger events -> Cart sum and set the value.

The same filter can be added to the Trigger settings; however, it won't let you send different messages to those that didn't satisfy this condition.

Splitting by product

It is natural to send different emails based on the products your customers were browsing. Currently, you can only pick the specific products your customer has abandoned or cancel the workflow when other products were left.

In the screenshot presented below, instead of adding products to the workflow trigger, we are adding them to the Exit Condition. Every workflow can have up to 5 Exit Coditions, with 5 filters per each of them.

Splitting by country

Another popular scenario for the Abandoned Cart automation is to split your workflow based on the customer's location. With this data, you can send messages in different languages or offer the Free Shipping discount to your local customers only.

To add this type of filter, we will set the Split Condition to Contact properties -> Country -> set the country value.

Splitting by purchase behavior

If you are sending the discount in the Abandoned Cart message, it may eventually train your clients to wait for it instead of finishing the purchase and paying the full price. To make sure it doesn't happen, you can Segment your contacts based on their purchase behavior and offer the discount only in case they haven't placed any orders yet.

The solution to this problem will consist of two stages — creating a segment and setting it is a filter in the Split condition settings.

Step 1: Creating a Segment

Step 2: Using Segment in the Split condition settings

Improving performance with A/B testing

After you enable the automation, we also need to measure its performance. The best way to identify how your contacts respond to every single variation in your sequence content is to A/B test them.

After selecting the A/B test variable, we will also need to choose the metric this variable can impact. For example, the open rate for the Abandoned Cart email can be affected by the delay setting or the Subject line. If you wish to determine the best delay for the Abandoned Cart email, only this parameter should be changed.

As you can see from the screenshot presented below, we send identical emails but with different delays.

If your open rate is high, but the conversion rate is low, you should reconsider the content of your messages, use personalization, and offer some incentives.

Testing your Abandoned Cart

If you only want to check the layout of the message, you can use the send test option available in the email message editor. However, since you didn't abandon anything in your store, the email won't show the products or contain the check-out link.

Instead, you can test the Abandoned Cart workflow by leaving the cart in your store. To speed up the process, we recommend changing the delay. To make sure the workflow doesn't get triggered for your contacts, you can add an Audience filter to the automation trigger settings.

💬 Learn how to restrict the workflow to be triggered for contacts that belong to your test Segment only.

Keep in mind that due to the Frequency setting restriction, each contact can trigger only one Abandonment workflow within 24 hours. With this restriction, we prevent the workflow from being triggered multiple times within the same browsing session. Therefore, while testing, you can either disable this setting or use different email addresses.

We also recommend starting a new session every time you test the workflow. The best way to achieve this is to open your store using the Incognito window of your browser.

Native Abandoned Cart Workflow

Using abandoned cart reminders on both Omnisend and your store platform (applicable for Shopify and Bigcommerce) is not recommended. When these two features overlap, they will overwhelm your customers. Before you enable the Abandoned cart on Omnisend, make sure your cart abandonment workflow is disabled on the store platform.

Note, enabling it on Omnisend does not automatically disable the one on Shopify.

Reach out to the Support team if you have any questions!

FAQ

Will the Abandoned Cart sequence be sent to non-subscribed contacts? Yes, but you can add an exit condition to the workflow that will cancel the flow for non-subscribed customers.

Is it possible to not show the selected product in the Abandoned Cart sequence? Unfortunately, it is not possible to choose which products can or cannot be shown in the Abandoned Products content block. You may only decide not to trigger the workflow for specific products.

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