Recover abandoned carts with Dynamic Feed

Recovering abandoned carts is crucial for any e-commerce business aiming to improve conversion rates and retrieve lost orders. An automation program for cart recovery can turn a missed opportunity into an actual sale, significantly increasing revenue. Automated flows allow you to reconnect with customers who left products in their carts without completing the purchase, often resulting in high conversion rates by leveraging the moment when customer interest is still alive.
In these flows, it's essential to send personalized and relevant communications. Showing customers exactly what they left in the cart, along with the list of products, individual prices, and total amount, increases the likelihood of recovering the sale. Moreover, including a clear call-to-action that directs them back to the cart on the site makes it easier for users to complete the purchase, minimizing obstacles and making the checkout process simple and immediate.

If your Magnews account is integrated with one of the standard e-commerce connectors (Magento, Shopify, Prestashop), the dynamic objects for recovering abandoned carts are already available.

For further details:

• Magento - How to create an abandoned cart email
• Shopify - How to create an abandoned cart email
• Prestashop - How to create an abandoned cart email

In this article, we will delve into how to configure and use the dynamic object for cart recovery in contexts where you do not use one of the standard platform connectors.

Data table for Abandoned Carts

The fundamental prerequisite for configuring your dynamic object for cart recovery is to have a data table in Magnews, updated and synchronized, containing all relevant information about the carts abandoned by your contacts.

Configure the cart object with Dynamic Feed

Once the Abandoned Carts table is populated, you can configure the dynamic object that retrieves cart contents for each contact.

The abandoned cart object consists of two parts:

• The list of products the contact did not purchase.
• A summary that includes the total cart amount, the personalized link to recover it, and other relevant information.

Let's see how to configure both components. 

List of products abandoned in the cart

From Journey Lab, in the Dynamic Feed section, create a new Data Feed, assigning it a name and specifying the data table of abandoned carts as the source.

Indicate which attributes of the table you want to use, such as title, price, description, image, and product link. You can add additional attributes.

Magnews will provide you with a placeholder for each attribute, which you will use in your messages.

Activate the Personalized feed for contact option, selecting the field that links the contacts to the cart data.

In the Filter section, you can set Content Filters to show only certain carts (e.g., by brand) and select the Smart Selection option to retrieve the most recent cart of each contact, based on the date. You can also define a sorting for the products and limit the number of products to display.

This feed, configured this way, displays the list of products abandoned in the cart for each contact. Let's now see how you can set up the feed for the general and summary cart info. 

General cart information

Again from Journey Lab, create a second Data Feed to manage general cart information (e.g., total, cart link, abandonment date).

Select the attributes to display in the messages, such as the total value and the cart link.

For each selected attribute, Magnews will provide a placeholder to display the information within your message content. 

As with the product list, activate the Personalized feed for contact by selecting the field linking contacts to carts.

In the Filter section, configure settings like Smart Selection for the most recent cart and limit the display to a single row to show summary information.

Create abandoned cart messages

Once the two personalized feeds are configured, you can create your cart recovery messages.

When creating a new message, choose the Inspire template from the standard library or a custom template derived from Inspire.

Styles

The communication inherits styles from the brand kit. You will find logos, fonts, and color palettes already preset. To modify them, click the Styles icon; on the right, a section will appear allowing you to adjust various options (learn more by reading the article Create a message using templates).

Insert the product list

Begin creating your message by adding a new section from the catalog by clicking the Add section button.

In the Dynamic Feed section of the catalog, you will find a series of ready-to-use objects to create different layouts with product lists. Select the Your Cart object, specifically designed for these situations. 

Make sure to link the content to the parameters set in the feed. You can modify individual elements by setting the correct placeholders.

For example, correctly set the product name with the syntax [temp:item.product_name{Product name}], where item.product_name is the placeholder specified in the feed, and the content in curly braces represents the default (or placeholder value) to display in the Designer.  

Once everything is configured, save the object in the catalog as customized to speed up future reuse in different messages of the automated flow. 

After correctly linking the content, switch to editing the entire section. In the Content tab, ensure the content is connected to the Dynamic Feed. In the What to show the recipient dropdown, select the abandoned cart feed just created (with the product list), set the maximum number of products to display, and check the option One content per row.

Insert the general cart info

Under the block with the product list, you can add a new section by clicking on the Add section button.

For general cart information, you can insert a simple text object with a button, organizing the layout as you see fit. 

Ensure the content is linked to the parameters set in the feed. You can modify individual elements by setting the correct placeholders.

For example, correctly set the cart link with the syntax [temp:item.link_cart], where item.link_cart is the placeholder specified in the feed.  

After correctly linking the content, switch to editing the entire section. In the Content tab, activate the option Connect to Dynamic Feed. In the What to show the recipient dropdown, select the abandoned cart feed just created (with the cart info) and set the number of rows to display to one single content.