Introduction

This page presents the use cases available for implementation using Track & Trigger, and how to implement them to deliver user-activity-triggered messaging to customers and unidentified visitors. Information about how to deploy Track & Trigger in your environment can be found here.

This page currently contains the following retailer-specific use cases (additional categories coming soon):

  1. Newsletter Pop-up upon Website Visit
  2. Newsletter Pop-up via CTA
  3. Welcome Journey – First Email
  4. Welcome Journey – Follow-up Email
  5. Cart Abandonment – First Email
  6. Cart Abandonment – Follow-up Email
  7. Product Browse Abandonment Email

1. Newsletter Pop-up upon Website Visit

Trigger a personalized newsletter sign-up pop-up for unidentified visitors, as they enter your website.

Target Audience

Unidentified visitors

Platform Support

Web

Execution Type

Triggered Campaign

Execution Channel

Webpage Pop-up



Trigger and Campaign Setup

In order to execute the newsletter pop-up campaign, the following steps are required:

  1. Add code to the relevant places in your website to report a 'page_loaded' event, using the reportEvent() function of the Optimove Web SDK. The structure of this call is reportEvent('page_loaded',params); where params is an object containing the following named parameters and their values:
    • url
    • page_title
    • page_category
    • additional parameters optional
  2. In Optimove’s Manage Triggers page, define a trigger based on this custom event. For example:

    You can use the event parameters to define a more specific trigger, e.g. page_loaded events where the page_url is a specific page, or page_loaded events performed only on the website.
  3. Define two target groups for this campaign:
    • First-Time Visitors – This target group, available by default in Optimove, targets all unidentified visitors on the day of their first visit (even if they had multiple sessions on this day). There is no option to modify this group.
    • Returning Visitors – This target group, also available by default in Optimove, targets all unidentified visitors on any visit that occurs on a day after their first visit day. You can add additional filters to this group, such as returning visitors with a certain number of sessions, average session time, days since last visit and so forth.
  4. Configure the campaign (for each target group):
    • Create the webpage pop-up template for the campaign.
    • Define triggered campaigns for both target groups mentioned above, using Page Loaded as the trigger.
    • Select Webpage Pop-up as the execution channel (Triggered on-site messaging).
    • Specify the date range during which this campaign will run.
    • (Optional) Specify the maximum number of times the campaign may be triggered for eligible visitors.
    • (Optional) Specify the delay (in seconds) for triggering the pop-up (i.e., if a delay of x seconds is specified, the pop-up will appear x seconds after the campaign was triggered).
    • Select a marketing action.
    • (Optional) Select a promotion.
    • Select the pop-up template to use when executing the campaign.

Note: You can define identical campaigns for first-time and returning visitors, or address the two groups differently, by assigning a different marketing action, creative or promotion.

2. Newsletter Pop-up via Call to Action (CTA)

Trigger a personalized newsletter sign-up pop-up to unidentified visitors, as they click on a CTA button or link in your website.

Target Audience

Unidentified visitors

Platform Support

Web

Execution Type

Triggered Campaign

Execution Channel

Webpage Pop-up



Trigger and Campaign Setup

In order to execute the newsletter sign-up pop-up campaign, the following steps are required:

  1. Add code in your website to report a 'open_newsletter_popup' event, in response to a user click on the relevant links/buttons, using the reportEvent() function of the Optimove Web SDK. The structure of this call is reportEvent('open_newsletter_popup',params); where params is an optional object containing any named parameters and their values that would like to pass to Optimove.
  2. In Optimove’s Manage Triggers page, define a trigger based on this custom event. For example:

    You can use the event parameters to define a more specific trigger, e.g. open_newsletter_popup events performed only on the website.
  3. Define two target groups for this campaign:
    • First-Time Visitors – This target group, available by default in Optimove, targets all unidentified visitors on the day of their first visit (even if they had multiple sessions on this day). There is no option to modify this group.
    • Returning Visitors – This target group, also available by default in Optimove, targets all unidentified visitors on any visit that occurs on a day after their first visit day. You can add additional filters to this group, such as returning visitors with a certain number of sessions, average session time, days since last visit and so forth.
  4. Configure the campaign (for each target group):
    • Create the webpage pop-up template for the campaign.
    • Define triggered campaigns for both target groups mentioned above, using Open Newsletter Pop-up as the trigger.
    • Select Webpage Pop-up as the execution channel (Triggered on-site messaging).
    • Specify the date range during which this campaign will run.
    • (Optional) Specify the maximum number of times the campaign may be triggered for eligible visitors.
    • (Optional) Specify the delay (in seconds) for triggering the pop-up (i.e., if a delay of x seconds is specified, the pop-up will appear x seconds after the campaign was triggered).
    • Select a marketing action.
    • (Optional) Select a promotion.
    • Select the pop-up template to use when executing the campaign.

Note: You can define identical campaigns for first-time and returning visitors, or address the two groups differently, by assigning a different marketing action, creative or promotion.

3. Welcome Journey – First Email

Trigger a personalized email to an identified visitor or known customer, immediately after they sign up to receive newsletters, whether from your website or mobile app.

Target Audience

Identified visitors and known customers

Platform Support

Web, Mobile

Execution Type

Triggered Campaign

Execution Channel

Triggered Email (via Optimail)



Trigger and Campaign Setup

To execute the registration email campaign, the following steps are required:

  1. Use the registerUser() function of the Optimove SDK (see Web, iOS or Android) to assign a visitor ID upon registration or to identify the customer
  2. Add code to the relevant places in your website to report a 'newsletter_registration' event, using the reportEvent() function of the Optimove Web SDK. The structure of this call is reportEvent('newsletter_registration',params); where params is an object containing the following named parameters and their values:
    • first_name
    • last_name
    • email
    • opt_in
    • additional parameters optional
  3. In Optimove’s Manage Triggers page, define a trigger based on this custom event. For example:

    Note: You can use the event parameters to define a more specific trigger, such as newsletter_registration events performed only on the website.
  4. Define two target groups for this campaign:
    • Converted Today – This target group, available by default in Optimove, targets all visitors who registered, immediately following their registration, until the next daily data update. There is no option to modify this group.
    • Customers – This target group can contain any segment of registered customers you would like to target.
  5. Configure the campaign for each target group:
    • Create the email templates for the campaigns, from the Manage Templates page:
      • Under Template Type = Triggered Visitor Campaigns, create an email template for the Converted Today group
      • Under Template Type = Triggered Customer Campaigns, create an email template for the Customers group
    • Define triggered campaigns for each of the target groups mentioned above, using Newsletter Registration as the trigger.
    • Select Optimail as the execution channel (Triggered Email for the Converted Today group).
    • Specify the date range during which this campaign will run.
    • (Optional) Specify the maximum number of times the campaign may be triggered for eligible visitors.
    • Select a marketing action. It is recommended to use a unique action for this campaign, so that you will later be able to build a target group of all customers who received this specific action, in order to send them a follow-up campaign.
    • (Optional) Select a promotion.
    • Select the email template to use when executing the campaign:
      • For the Converted Today group, select the template created under Template Type = Triggered Visitor Campaigns.
      • For the Customers group, select the template created under Template Type = Triggered Customer Campaigns.



Note: You can define an identical campaign for registered visitors and customers, or address the two groups differently, by assigning a different marketing action, creative or promotion.

4. Welcome Journey – Follow-up Email

Schedule a personalized email to registered users, several days following their registration.

Note that this campaign is a follow-up campaign to the first welcome email described in the previous use case.

Target Audience

Known Customers

Platform Support

Web, Mobile

Execution Type

Scheduled Campaign

Execution Channel

Scheduled Email (via Optimail)


Campaign Setup

In order to execute the follow-up welcome email campaign, the following steps are required:

  1. There is no need to create a trigger – this campaign is a scheduled campaign, following the initial registration.
  2. Define the target group for this campaign:
    • Using the Campaign History criterion, select all customers who received the first welcome email campaign in the past day (or past x days, depending on your business needs). If you created a unique action for this campaign, as suggested above, you can easily select all campaign recipients by selecting that action name here.

    • If relevant, add criteria defining customers with no purchases, no activity, or any other filter you would like to apply to this campaign.
  3. Configure the campaign for the target group:
    • Create the email templates for the campaign, from the Manage Templates page, under Template Type = Scheduled Customer Campaigns.
    • Select Optimail as the execution channel.
    • Define a daily recurrence in order to capture all registered customers on the day after their registration.
    • Select the email template to use when executing the campaign.

5. Cart Abandonment – First Email

Trigger a personalized email to a customer or visitor after they abandoned products in their cart without completing the purchase.

Target Audience

Identified Visitors and Known Customers

Platform Support

Web, Mobile

Execution Type

Triggered Campaign

Execution Channel

Triggered Email (via Optimail)


Trigger and Campaign Setup

In order to execute the cart abandonment campaign – for known customers and for visitors who register at any point during the purchase process – the following steps are required:

  1. Use the registerUser() function of the Optimove SDK (Web, iOS or Android) in order to assign a user ID to the visitor upon registration or to identify the customer.
  2. Add code to the relevant places in your website to report a series of custom events that will be used to create the Cart Abandonment trigger. For example, these custom events can have the following structure:
    • Send a reportEvent('items_in_cart',params); event whenever a product is added or removed from the cart, where params is an object containing the following named parameters and their values:
      • item_name_1
      • item_price_1
      • item_image_1
      • total_price
      • up to 50 parameters may be included
    • Send a reportEvent('placed_order',params); event whenever the checkout process is completed, where params is an object containing the following named parameters and their values:
      • item_name_1
      • item_price_1
      • item_image_1
      • total_price
      • up to 50 parameters may be included
    • Send a reportEvent('cart_is_empty'); event whenever the cart is cleared by the user.
  3. The Cart Abandonment event will be configured for you by Optimove’s Product Integration team, as follows:
    • A timer will be initialized when the first product is added to the cart.
    • If the defined number of minutes passed without a purchase, and the cart is not empty, the trigger will fire.
    • If the customer adds another product to the cart, the timer will be restarted.
  4. In Optimove’s Manage Triggers page, define a trigger based on the custom cart abandonment event.
  5. Define two target groups for this campaign:
    • Converted Today – This target group, available by default in Optimove, targets all visitors who registered, immediately following their registration, until the next daily data update. There is no option to modify this group.
    • Customers – This target group can contain any segment of known customers you would like to target.
  6. Configure the campaign (for each target group):
    • Create the email templates for the campaigns, from Manage Templates page:
      • Under Template Type = Triggered Visitor Campaigns, create an email template for the Converted Today group.
      • Under Template Type = Triggered Customer Campaigns, create an email template for the Customers group.
    • Define triggered campaigns for both target groups mentioned above, using Cart Abandonment as the trigger.
    • Select Optimail as the execution channel (Triggered Email for the Converted Today group).
    • Specify the date range during which this campaign will run.
    • (Optional) Specify the maximum number of times the campaign may be triggered for eligible visitors.
    • Select a marketing action. It is recommended to use a unique action for this campaign, so that you will later be able to build a target group of all customers who received this specific action, in order to send them the follow-up campaign.
    • (Optional) Select a promotion.
    • Select the email template to use when executing the campaign. The template can contain personalization tags referring to the specific products abandoned in the cart (using the parameters that describe each product, as sent with the items_in_cart event). The relevant product data must be included in the last event of the flow, e.g., in the last items_in_cart event sent before the cart was abandoned.

Note: You can define an identical campaign for registered visitors and customers, or address the two groups differently, by assigning a different marketing action, creative or promotion.

6. Cart Abandonment – Follow-up Email

Send a personalized email to customers who abandoned their carts, in order to encourage them to complete their purchase.

There are two options for setting up this type of email: using a scheduled campaign or a triggered campaign. The following sections describe how to set up each type of follow-up email campaign. To help you decide which one to use in any given situation, consider the following key factors:

Scheduled Campaign Considerations Triggered Campaign Considerations
  • Scheduled campaigns appear in the Marketing Plan.
  • Each scheduled campaign has its own detailed Campaign Analysis page.
  • Scheduling is for a specific time of day, and cannot be relative. For example, you can schedule the follow-up email to be sent one day later at 10am, but you cannot schedule it to be sent 27 hours after the cart abandonment.
  • The details of the items abandoned in the cart cannot be included in scheduled campaign emails, so you will have to use a more generic, “you still have some items in your cart” message.
  • Triggered campaigns do not appear in the Marketing Plan.
  • Triggered campaign results appear in the Triggered Campaign Explorer.
  • Scheduling can be set relatively to each customer's time of cart abandonment (e.g., three hours afterwards).
  • The details of the items abandoned in the cart can be included in the email template, as they are available as part of the triggered event's parameters.

Note that, when using either option, this campaign is a follow-up campaign to the first cart abandonment email described in the previous use case.

Option 1: Using a Scheduled Follow-Up Email Campaign

Schedule a personalized email to customers who abandoned their carts, several days after their initial abandonment.

Target Audience

Known Customers or Visitors with Known Email Address

Platform Support

Web, Mobile

Execution Type

Scheduled Campaign

Execution Channel

Scheduled Email (via Optimail)



Campaign Setup

In order to execute a follow-up cart abandonment email campaign, the following steps are required:

  1. There is no need to create a trigger – this campaign is a scheduled campaign, following the initial cart abandonment.
  2. Define two target groups for this campaign:
    • Customers – Select all customers who received the first cart abandonment email campaign in the past x day(s), using the Campaign History criterion, specifying the marketing action you selected for the first campaign.
    • Visitors – Select all visitors with items_in_cart activity from the past x day(s), and who did not have any purchase activity since then.
    • If relevant, add additional criteria defining customers/visitors with no additional activity, or any other filter you would like to apply to this campaign.
  3. Configure the campaign (for each target group):
    • Create the email templates for the campaigns, from the Manage Templates page:
      • Under Template Type = Triggered Customer Campaigns, create an email template for the Customers group.
      • Under Template Type = Triggered Visitor Campaigns, create an email template for the Visitors group.
    • Define scheduled campaigns for both target groups mentioned above, using Optimail as the execution channel.
    • Define a daily recurrence in order to capture all relevant customers/visitors on the day(s) after their cart abandonment.
    • Select the email template to use when executing the campaigns.

Option 2: Using a Triggered Follow-Up Email Campaign

Trigger a personalized email to customers who abandoned their carts, several hours or days after their initial abandonment.

Target Audience

Known Customers or Visitors with Known Email Address

Platform Support

Web, Mobile

Execution Type

Triggered Campaign

Execution Channel

Triggered Email (via Optimail)



Trigger and Campaign Setup

In order to execute the cart abandonment follow-up campaign – for known customers and for visitors who registered with their email address at any point – you need to create a similar setup to the initial cart abandonment campaign: a new similar Trigger and a new similar Campaign. It is essentially another cart abandonment campaign, but with a longer timer, which will fire the trigger hours/days after the abandonment:

  1. Use the same registerUser() function of the Optimove SDK (Web, iOS or Android) and the same custom events as used for the initial cart abandonment triggered campaign.
  2. The Cart Abandonment Follow-Up event will be configured for you by Optimove’s Product Integration team, similarly to the initial cart abandonment event, as follows:
    • A timer will be initialized when the first product is added to the cart (the timer will be set longer than for the initial cart abandonment trigger).
    • If the specified time passed without a purchase, and the cart is not empty, the trigger will fire.
    • If the customer adds another product to the cart, the timer will be restarted.
  3. In Optimove’s Manage Triggers page, define a trigger based on the custom cart abandonment follow-up event:
  4. Define two target groups for this campaign (you will probably want to select the same target groups you used for the initial cart abandonment campaign):
    • Converted Today – This target group, available by default in Optimove, targets all visitors who registered, immediately following their registration, until the next daily data update. There is no option to modify this group.
    • Customers – This target group may contain any segment of known customers you would like to target.
  5. Configure the campaign (for each target group):
    • Create the email templates for the campaigns, from the Manage Templates page:
      • Under Template Type = Triggered Visitor Campaigns, create an email template for the Converted Today group.
      • Under Template Type = Triggered Customer Campaigns, create an email template for the Customers group.
    • Define triggered campaigns for both target groups mentioned above, using Cart Abandonment Follow-Up as the trigger.
    • Select Optimail as the execution channel (Triggered Email for the Converted Today group).
    • Specify the date range during which this campaign will run.
    • (Optional) Specify the maximum number of times the campaign may be triggered for eligible visitors.
    • Select a marketing action. It is recommended to use a unique action for this campaign, so that you will later be able to build a target group of all customers who received this specific action, in order to send them other follow-up campaigns.
    • (Optional) Select a promotion.
    • Select the email template to use when executing the campaign. The template may contain personalization tags referring to the specific products abandoned in the cart (using the parameters that describe each product, as sent with the items_in_cart event). The relevant product data must be included in the last event of the flow, e.g., in the last items_in_cart event sent before the cart was abandoned.

Note: You can define an identical campaign for registered visitors and customers, or address the two groups differently, by assigning different marketing actions, creatives and/or promotions.

7. Product Browse Abandonment Email

Trigger a personalized email to a customer or visitor after they browsed particular products without adding them to their carts.

Target Audience

Identified Visitors and Known Customers

Platform Support

Web, Mobile

Execution Type

Triggered Campaign

Execution Channel

Triggered Email (via Optimail)



Trigger and Campaign Setup

In order to execute a browse abandonment campaign – for known customers and for visitors who register at any point during the purchase process – the following steps are required:

  1. Use the registerUser() function of the Optimove SDK (Web, iOS or Android) in order to assign a user ID to the visitor upon registration or to identify the customer.
  2. Add code to the relevant places in your website to report a series of custom events that will be used to create the Browse Abandonment trigger. For example, these custom events can have the following structure:
    • Send a reportEvent('item_viewed',params); event whenever a product is viewed, where params is an object containing the following named parameters and their values:
      • item_name
      • item_price
      • item_image
      • up to 50 parameters may be included
    • Send a reportEvent('items_in_cart',params); event whenever a product is added to the cart, where params is an object containing the following named parameters and their values:
      • item_name_1
      • item_price_1
      • item_image_1
      • total_price
      • up to 50 parameters may be included
    • Send a reportEvent('items_in_wishlist',params); event whenever a product is added to the wish list, where params is an object containing the following named parameters and their values:
      • item_name
      • item_price
      • item_image
      • total_price
      • up to 50 parameters may be included
  3. The Browse Abandonment event will be configured for you by Optimove’s Product Integration team, as follows:
    • A timer will be initialized when the product is first viewed.
    • If the defined number of minutes passed without adding the product to the cart or wish list, the trigger will fire.
    • If the customer adds the product to the cart or wish list during the defined number of minutes, the trigger will not be fired.
  4. In Optimove’s Manage Triggers page, define a trigger based on the custom browse abandonment event.
  5. Define two target groups for this campaign:
    • Converted Today – This target group, available by default in Optimove, targets all visitors who registered, immediately following their registration, until the next daily data update. There is no option to modify this group.
    • Customers – This target group can contain any segment of known customers you would like to target.
  6. Configure the campaign (for each target group):
    • Create the email templates for the campaigns, from Manage Templates page:
    • Under Template Type = Triggered Visitor Campaigns, create an email template for the Converted Today group.
    • Under Template Type = Triggered Customer Campaigns, create an email template for the Customers group.
    • Define triggered campaigns for both target groups mentioned above, using Browse Abandonment as the trigger.
    • Select Optimail as the execution channel (Triggered Email for the Converted Today group).
    • Specify the date range during which this campaign will run.
    • (Optional) Specify the maximum number of times the campaign may be triggered for eligible customers/visitors.
    • Select a marketing action. It is recommended to use a unique action for this campaign, so that you will later be able to build a target group of all customers who received this specific action, in order to send them a follow-up campaign.
    • (Optional) Select a promotion.
    • Select the email template to use when executing the campaign. The template can contain personalization tags referring to the specific product abandoned (using the parameters that describe the product, as sent with the item viewed event). The relevant product data must be included in the last event of the flow, e.g., in the last 'item_viewed' event sent before the abandoned.

Note: You can define an identical campaign for registered visitors and customers, or address the two groups differently, by assigning a different marketing action, creative or promotion.