Create an Automated Flow to Convert Cart Abandoners

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With a Recover Cart Abandoners campaign goal, AdRoll Email enables you to easily target customers who added products to their cart but didn't purchase.

There are several reasons why someone may abandon their cart and whatever their reason for leaving mid-checkout, most often it is not because they are no longer interested in a product. Set up this valuable flow to increase your eCommerce conversions and avoid leaving money on the table.

If you haven’t already, we also recommend learning more about Managing your Automated Email Flows and how recipients are Scheduled Throughout a Flow


In order to Build a Cart Abandonment campaign, you’ll need the ability to create dynamic lists based on conversion data from your website. AdRoll must be able to see when a website visitor adds an item to their cart and when they complete (or do not complete) a purchase. 

You’ll also need a real-time product feed set up so AdRoll can access your products and product details. This can all be done using one of our E-commerce Integrations or by setting up the AdRoll Pixel.

Create Campaign

To create your automated flow, simply navigate to the Emails tab in your AdRoll Dashboard. Then click to Create a campaign and select the recipe called Recover Cart Abandoners.

Selecting Your Trigger

Once you create your campaign, start to configure it with your trigger in Step 1. AdRoll will default your audience targeting for your campaign to target recipients who have added one or more items to their cart but did not complete their purchase.

If you prefer to use a different audience, you can select to customize your conditions. This will allow you to choose any of your dynamic lists for inclusion and/or exclusion.


Customizing Dynamic Email Content

By default, this flow will have 3 emails in it. Click on Add Content for each new email within the flow. This will open your Email Template Library where you can select an email template to use and customize.

The most compelling part of an abandoned cart message is the ability to include details about the item someone abandoned directly in the message. AdRoll provides Two Email Templates that will automatically insert the last item added to a recipient’s cart. These are named:

  • Cart Abandonment
  • Abandoned Cart

When you select one of these templates, the following product details will be populated in the email message:

  1. Product Image
  2. Product Title
  3. Price
  4. Product detail page URL

Customize each email in the flow based on your brand guidelines and voice. Make sure each email also has a Subject Line and Preheader. When you're finished creating each email message, don’t forget to click Save.

Once an email within your flow is Saved, it will automatically be set to the On status. This means that it will start to send once you launch your automated flow. For more details about configuring and managing your automated flows, explore this article: How Recipients Move Through an Automated Email Flow.

Best Practices

The primary goal of a cart abandonment campaign is to remind recipients about non-purchased products in their carts. You want to prompt them to complete checking out so you can increase conversions and grow revenue.

Here are some best practices to consider when building out your cart abandonment flow:

  • It is not advised to highlight other products in any of your email messages since your main goal is to drive shoppers back to their carts.
  • Use language that encourages shoppers to reach out if they have questions. 
  • Lead with a sense of urgency. Shoppers have already shown interest in these products so prompt them to purchase before anything sells out!
  • If you offer a discount, we recommend saving this for the last email message within the series. Oftentimes shoppers simply need a subtle reminder of what’s in their cart.

Congratulations! You have now set up your Recover Cart Abandoners email flow and you’re on your way to converting more website browsers into customers.

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