Setting up an abandoned category campaign

Abandoned category campaigns are triggered when a contact visits a page on your site tagged with a specific category (also known as an ‘attribute’) - e.g. ‘dresses’ - and leaves without placing an order or viewing any products.

Use abandoned category campaigns  to:

• Iterate and improve your existing abandoned browse campaigns.
• Create a strategy around customer behaviour on your website.

Making ‘abandoned category’ part of your customer journey

The following campaigns in Ometria are listed in order of priority based on a contact’s intention to place an order:

1. Basket abandonment - greatest intent to place an order
2. Browse abandonment
3. Category abandonment - least intent to place an order

We recommend adding category abandonment flows to your campaigns as a subset of your existing browse abandonment campaign.

Try a more editorial or content marketing style of messaging for abandoned category emails, telling stories about your brand and highlighting what is special about your product, e.g. sustainability, special collections etc.  

Category examples:

• Specific materials: what’s special about them, how are they sourced (e.g. leather).
• Specific collections: new collections, special editions, bespoke products.
• High-value products: sofas, luxury products, engagement rings etc.
• Special occasions: weddings, Valentine’s day, Black Friday, etc.

Adjust entry trigger

Open your browse abandonment campaign and update the entry trigger to include page attributes:

• Contact visited store website
• Contact has viewed a product or page with an attribute - which is one of - [Select category]

In the Attribute selector, make sure to include the attribute(s) required for both your abandon browse and abandon category browse emails.

Select Save.

Adjust abandoned product browse segment

Next, edit your abandoned product browse segment as follows:

• Contact had viewed a product with an attribute - which is one of - Category

Then select your product attributes:

Now your contacts who visited the site and browsed a product will fall into this segment, and you can send them a template which refers to the specific product they looked at, rather than the broader category it belongs to.

Add abandoned category browse segment

Add a new segment node for the abandoned category below the existing abandoned browse segment nodes:

This means that only contacts who’ve abandoned the category browse and not the product browse will receive the email.

To create the category segment node use the following:

• Contact had viewed a product or page with an attribute - which is one of - Category

Then select one of the attributes from your entry trigger:

Add your content and set up the rest of your flow, then Save.

See Automation campaigns overview for more information.