Down-and-Dirty or Cutting Edge?

Abandoned Cart

Overview

Overview

•  Options of Executing Abandoned Cart Emails

•  Direct Update •  Direct Add •  Bronto API •  Pre-Built Solutions

•  How Do I Choose?

•  Best Practices

•  Partners

Direct Update Configuring & Implementing the Direct Update Pixel

Direct Update

What is Direct Update?

•  An image pixel •  Used to modify/update contact field(s) •  Up to 10 fields can be updated per pixel load

How does this relate to Abandoned Cart?

•  Scenario: You want to know who added items to their cart before they’ve logged-in or reached checkout.

•  Solution: Direct Update! Use the image pixel to create a “items in cart” flag

Direct Update

Setting the Flag

•  Enable Direct Update (HOME > DATA EXCHANGE)

•  Copy your Direct Update URL •  Insert the pixel either on a cart review page or on page refresh after

an item is added to cart

Direct Update

Setting the Flag (continued)

•  Customizing your URL with: Fields, operators, and values 1.  Name a field to be updated: &field1=itemsInCart 2.  Select your operator: set

–  set, add, append, appendIfNew, sub

3.  Include the value you want to update: checked

§  Putting it all together •  The parameters: &field1=itemsInCart,set,checked •  The completed URL

http://app.bronto.com/public/?q=direct_update&fn=Public_DirectUpdateForm &id=azkciecttapigorppbwlwddvektubfn&field1=itemsInCart,set,checked

•  Completed image tag & source URL: <img src=“http://app.bronto.com/public/?q=direct_update&fn=Public_DirectUpdateForm &id=azkciecttapigorppbwlwddvektubfn&field1=itemsInCart,set,checked” width="0" height="0" border="0" alt="”/>

Direct Update

Clearing the Flag

•  The same URL structure can be used to Clear the Flag 1.  Name a field to be updated: &field1=itemsIncart 2.  Declare your operator: set 3.  Include the value you want to update: unchecked

§  Putting it all together •  The parameters: &field1=itemsInCart,set,unchecked •  The completed URL http://app.bronto.com/public/?q=direct_update&fn=Public_DirectUpdateForm&id=azkciecttapigorppbwlwddvektubfn&field1=itemsInCart,set,checked

Direct Update

Tying It All Together

1.  Trigger a workflow on “contact field update” 2.  Insert a “Delay” action (“x” hours) 3.  Insert a “Field Comparison” filter 4.  Insert a “Send An Email” action

Direct Update

The Man Behind The Curtain

•  Enabling Direct Update: “on click” a Direct Update Cookie is set •  The image pixel URL calls a form that references that cookie

•  The cookie associates the URL parameters to a contact in Bronto

Direct Add Configuring & Implementing the Direct Add Pixel

Direct Add

What is Direct Add?

•  Same concept as Direct Update •  Difference: you must specify the email address in the URL

How does this relate to Abandoned Cart?

•  Scenario: A contact has logged, has not clicked any links in your marketing emails, and has added items to their cart.

•  Solution: Direct Add! Use the image pixel to create a “items in cart” flag

Direct Add

Setting the Flag

•  Enable Direct Add (HOME > DATA EXCHANGE)

•  Copy your Direct Add URL •  Insert the pixel either on a cart review page or on page refresh after

an item is added to cart

Direct Update

Setting the Flag (continued)

•  Customizing your URL with: email, status, fields, operators, values 1.  Supply the email address of the contact (if known) 2.  Include the contact status “transactional” (act as “adding or updating”)

–  onboarding, transactional, unconfirmed

3.  Name the fields to be updated: &field1=itemsInCart 4.  Declare your operator: set 5.  Include the value you want to update: checked

§  Putting it all together •  The parameters: &field1=itemsInCart,set,checked •  The complete URL

http://app.bronto.com/public/?q=direct_add&fn=Public_DirectAddForm&id= azkciecttapigorppbwlwddvektubfn&email=example@example.com&transactional=1&field1=

itemsInCart,set,checked

•  Complete image tag & source URL: <img src=“http://app.bronto.com/public/?q=direct_add&fn=Public_DirectAddForm&id= azkciecttapigorppbwlwddvektubfn&email=example@example.com&transactional=1&field1=

itemsInCart,set,checked” width="0" height="0" border="0" alt="”/>

Direct Add

Clearing the Flag

•  The same URL structure can be used to Clear the Flag 1.  Supply the email address of the contact 2.  Include contact status: &transactional=1 3.  Name a field to be updated: &field1=itemsInCart 4.  Declare your operator: set 5.  Include the value you want to update: unchecked

§  Putting it all together •  The parameters: &field1=itemsInCart,set,unchecked •  The completed URL

http://app.bronto.com/public/?q=direct_add&fn=Public_DirectAddForm&id= azkciecttapigorppbwlwddvektubfn&email=example@example.com&transactional=1&field1=

itemsInCart,set,unchecked

Direct Add

Tying It All Together

1.  Trigger a workflow on “contact field update” 2.  Insert a “Delay” action (“x” hours) 3.  Insert a “Field Comparison” filter 4.  Insert a “Send An Email” action

Abandoned Cart via API Implementing abandoned cart via the Bronto API

Abandoned Cart via API

The value in going the API route includes:

•  Triggering in real-time once conditions are met

•  Including the cart contents in the message

•  Image – image urls and hyperlinks •  Product – names, quantity, hyperlinks, price •  Cart Cost Summary •  Link back to the cart

Abandoned Cart via API

Getting Started

1.  Determine what constitutes an Abandoned Cart

2.  Create a token ID for API authentication

3.  Create a Message in Bronto

4.  Create a Delivery Group

5.  Triggering the delivery:

•  Create an API Session •  Find the Message ID by Name •  Add or Updates the Contact(s) •  Schedule Message Delivery

6.  Reviewing the Results

Abandoned Cart via API

Determine what Constitutes an Abandoned Cart

•  First, can you access your customer’s cart information?

•  Second, will you have a generic definition of abandonment? Or will you have discrete conditions?

•  Item Quantity, Cart Total, Sale Items

•  These determinations will define when you trigger an API call to send an Abandoned Cart email.

Abandoned Cart via API

Creating a token ID for API authentication

•  Home > Settings > Data Exchange

•  Set Permissions •  Activate

•  This token will be used to access your Account via the API

Abandoned Cart via API

Create a Message in Bronto

•  Name the message

•  Determine what cart information you want in the email

•  Customer: Name, Cart Link •  Product: Name, Price, Quantity, Image, URL

Abandoned Cart via API

Create a Message in Bronto (continued)

•  Use “place holders” or API Tags for values you plan to pass in

•  Unique API Fields appear in the email once •  Example: %%#customerName%%

•  Repeated API Fields can appear one or many times •  Example: %%#productName_#%% •  The “_#” is used in for incrementing through values (ex: _1, _2,)

Abandoned Cart via API

Create a Message in Bronto (continued)

•  Example of desired result in the email body:

Item Price Quantity <img> Product One $25 1

<img> Product Two $15 2

<img> Product Three $5 1

Create a Message in Bronto (continued)

•  Your Message HTML

•  The Loop tags allow you to cycle through additional delivery fields •  In this case each line or row in the purchase summary

Abandoned Cart via API

Abandoned Cart via API

Create a Delivery Group

•  Once the message has been completed, add to Delivery Group

•  Create “new” and name “Abandoned Cart Messages”

Abandoned Cart via API

Triggering the Delivery: Create API Session

•  Login to your account using the API token

•  Initiate the “login” call in a language of your choosing

•  All calls will require access to the Bronto WSDL file

•  https://api.bronto.com/v4?wsdl •  Login Request: login & token

•  Login Response: session ID

Abandoned Cart via API

Triggering the Delivery: Find the Message ID

•  Once logged in you will want to find your Message ID

•  Using the readMessages call, filter on the Name

•  Response: message ID

Abandoned Cart via API

Triggering the Delivery: Add or Update Contacts

•  Execute an addOrUpdateContacts call to add new contacts or update existing & retrieve contact ID

•  NOTE: defaulting to transactional status in addOrUpdateContacts will not overwrite existing status.

•  Response: contact ID

Abandoned Cart via API

Triggering the Delivery: Schedule Message Delivery

•  Execute an addDeliveries call to include:

•  Time/date of delivery •  YYYY-MM-DDT00:00:00-04:00

•  Recipient •  Contact ID

•  Fields names & content •  Items & attributes in the cart

•  Request:

Abandoned Cart via API

Reviewing the Results

Pre-Built Solutions Selected pre-built options.

Pre-Built Options

There are a few pre-built abandoned cart solutions:

•  Magento

•  Community - 1.6, 1.6.1, 1.6.2.0, 1.7 •  Enterprise - 1.9.0.0, 1.9.1.0, 1.9.2.0, 1.10, 1.11, 1.11.1, 1.12

•  ATG (v 10.03+)

How Do I Choose? Selecting the best option.

How Do I Choose?

Considerations in selecting the Best Method

•  The Who: Can you identify an abandon?

•  If YES consider using the API •  If NO consider pixel based OR a Bronto Partner

•  The When: Are you doing abandoned cart emails now?

•  If YES weigh the virtues of transitioning to API •  If NO consider implementing with a generic call to action

•  The How: Do you have the time or resources to undertake the API work?

•  If YES what are you waiting for!? •  If NO consider: Direct Update + generic call to action or a partner

How Do I Choose?

Direct Update Direct Add API

Must provide email address ✓ ✓

Shopper Specific ✓

Dynamic content stored in contact fields ✓ ✓

Requires workflows ✓ ✓

Degree of difficulty

Best Practices The finer points to getting the best results

Best Practices

Bronto Partners Some helpful solutions for abandoned cart.

Bronto Partners

Swatches

The color palettes in this presentation should display the Bronto palette. If not, you can grab the colors from the swatches below with the eyedropper tool.

Have a really long headline…

…that just won’t fit on one line? Try highlighting the second part here in green.

And then proceed with your page content.

Use bolded text sparingly. Consider playing with other colors in the palette for emphasis instead.

Suggested Settings for Shadows

Line: no line

Shadow:

§  Angle: 270° §  Color: Bronto Gray §  Distance: 3 pt §  Blur: 11 pt §  Transparency: 60%

Sample Table

Goal Baseline Metric Resulting Metric Lift Add interests/preferences to signup.

5/17/10 No segmentation available.

2/1/11 12 active segments available.

Targeting opportunities for 12 different affinity groups.

Manage Preferences campaign.

8/4/10 Segmentation data available on ~1.5% of active subscriber list.

2/1/11 Segmentation data available on ~10.5% of active subscriber list.

600% lift in contacts with segmentation data available. * See chart for breakdown.

Optimize sign-up forms on website.

5/17/11 2,518 active contacts

2/11/11 506 new contacts via optimized webform * Still in progress.

20.1% increase in active subscribers via web sign-up.

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