Ecom: Post-Purchase

 Before you begin

In order to start using Ecom flow templates, you will need the Ecom add-on. Please reach out to your Account Manager to find out more about Ecom.

 

Continue reading this article for in-depth instructions on how to successfully create your first Post-Purchase flow.

If you leave the wizard at any point, your flow will appear in the Drafts tab.

All changes will be saved automatically.

 

If you're after a guide on how to use the Flow Editor,

take a look at the Flow Editor section.

 


 

Create an Post-Purchase Flow

1. Head over to the Marketing Automation tool. You can do so from the shortcut on the calendar page or from your Tools page.

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2. Click Create a New Flow.

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3. The conversation wizard will open. Click Ecom Flows to see all Ecom Flows templates.

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4. Under Ecom, click Post-Purchase. Let's get started!

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Continue scrolling through this article to follow through every step.

Click on a step on the left side navigation to fast-forward.

 


 

Details

This is the very first step of the Conversation Wizard. All fields marked with an asterisk (*) are mandatory. Let's get started!

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Flow Details

1. Enter the working name for your Marketing Automation flow. It's only for internal purposes.

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2. Choose a Section to create your flow in. After you choose a Section for this activity, it cannot be changed.

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3. Click Next.

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Flow Canvas

Here's an overview of each step you must complete in order to get your Post-Purchase flow going.

The nodes in this template make for a simple set-up, but you are free to create a more complex setup to increase engagement with other Marketing Automation nodes.

This template will allow you to bring in Profiles that made a purchase, and then send an email after 14 days that can help nurture their relationship with your brand.

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1. Listen node

The Listen node is one of the most important nodes in your marketing automation flow.

It will listen for the Profiles in order to bring them into the flow. As Profiles join your Audience, perform any actions, enter a segment, etc., they may come into your flow depending on your settings. Read more about the listen node...

In the Post-Purchase flow template, it will be set by default to listen for the Ecom - Cart Purchased event.

So, after a Profile has made a purchase in your website, Ecom - Cart Purchased will be logged as an event and they will enter your flow. 

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 A quick tip!

If you wish, you can change the listen node to listen for Ecom - Product Purchased instead. Also, you can add a Check Profile node that specifies a product or product category in order to tailor your communications. Read more about the Check Profile node under Actions...

For example, you could check for Profiles that have purchased any denim products at least twice in the last year, and send an email asking for a rating or review of your denim product offering. Then make a different email for the rest of the Profiles.

 

2. Timer node

The Timer node in the Post-Purchase flow is set to wait for 14 days, but you can change its settings to match your marketing strategy. Read more about the Timer node under Actions in this article...

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3. Email node

With the Email node, you'll send emails to Profiles who enter the node. Click Create a new email to create the email that will be sent. Read more about the email node...

With this email you have the opportunity to communicate with those Profiles who are also customers, nurture their relationship with your brand and create a perfect environment for customer loyalty. Why not offer a discount code, or add a Product Recommendations asset to show them some interesting products?

Post-purchase emails see a higher open rate, click rate and can increase chances for a second purchase. Take the opportunity to be relevant and maybe ask for feedback for the product they purchased, or just say thank you!

If you would like some more information about the Email Editor, jump to this section.

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 Event Data Personalisation in Marketing Automation Emails

If you're creating an Email activity for an Email node in a Marketing Automation flow, you may notice a feature that's available only within that tool: Event data personalisation!

The inline text editor in the Text Element allows you to use Event data in your email, which in turn provides extra possibilities for personalised emails for those Profiles who enter your Marketing Automation flows. The Event data available here corresponds with the Event you chose in your Listen node.

These work just like Data tags above, simply expand the Event data drop-down in the inline text editor and select a data point from the Event in your Listen node. Read more about Profile data and discover all the possibilities.

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4. End Flow node

The End Flow node signals an end to a specific path in a flow and assigns a value to each Profile that ends the flow.

Click Edit to see the node settings.

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It is not mandatory to use the End Flow node at the end of your Marketing Automation flow.

Any flow without an End node still ends whenever Profiles reach the last node, however, the End flow node allows users to include information about the estimated profit or value that is assigned to each Profile upon completing the flow.

Enter a value under Edit estimated value and click Save.

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Flow Settings

To open, click Flow Settings in the Bottom bar.

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In Flow settings you can adjust your preferences as to how many times Profiles enter your flow, excluding tags and set a specific time zone. Here's some information about Flow Settings. They're divided between General, EcommerceConsent and SMS settings.

Read more about Flow Settings...

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Goals

Click Goals in the Bottom bar to add information about your Marketing Automation flow, and then click Save to keep your notes.

This feature can be useful for a lot of different cases:

  • Remind all users in the account of what each Marketing Automation flow is meant to achieve.
  • Write notes about any other existing Marketing Automation flows that this flow is connected to via a Change Flow node.
  • Add information for other users about other APSIS One activities outside of the Marketing Automation tool that a flow is connected to, or depends on, like a Sign-up bar.
  • Keep any details about the flow, like what use case or scenario it is meant to address, for easier troubleshooting by our APSIS Support agents.

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Overview

Congratulations on creating your Post-Purchase flow!

Now, let's have an overview of the flow. Check that all the nodes are correct.

 

Final step

Does everything look good? Click Activate.

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