MARKETING PLAYBOOKS

Sending Wishlist Back in Stock Emails via Omnisend

The products your shoppers add to their wishlists tend to be your best products. As we all unfortunately know, it’s your best products that tend to sell out first. Once the products come back in stock again, you have a great triggered marketing opportunity.

 

Prerequisites

  1. Wishlist Plus Pro Plan or above
  2. Omnisend Email Account
  3. Swym-Omnisend integration enabled

 

How To Implement

1. Enable Back in Stock Event

Before you get started, you need to make sure you’ve enabled the wishlist back in stock event within Swym Admin. To confirm, once you’ve logged in to Swym Admin, navigate to Integrations via the left nav. Select Omnisend to view the configuration settings. Make sure that the checkbox next to “A product that a shopper was interested in is now back in stock” is checked.

Once enabled, Swym will send an event to Omnisend each time a product on a customer’s wishlist is back in stock.

2. Create Omnisend Automation and Select Trigger

In Omnisend, navigate to the Automation page and select “+ New workflow”. In the upper righthand corner click the “Create custom workflow” button. In this example we’re going to call this automation “Wishlist Back in Stock”. 

Next you’ll need to set the trigger for this flow. Choose “Swym-backinstock” from the dropdown on the right.

Tip: if you're not seeing "Swym-backinstock" in your dropdown you probably haven't had a wishlisted product come back in stock since you enabled the Omnisend integration in Swym. Omnisend will not display flow triggers until they've received at least one event.

Next, we’re going to add an Audience filter, which we’ll use during development for this workflow. We’ll remove it later once we’re ready to make this workflow live. In this case we added a Tag to our test customer, as outlined in this Omnisend help article.

Because the timing of this event isn’t driven by an action taken by the shopper, there’s likely no benefit to adding a time delay before the email is sent.

Next add an email to your automation, this is will be your back in stock message.

3. Create Your Email Template

The next thing we’ll do is build an email template that consumes the back in stock event data passed from Swym to create our triggered email campaign. 

Here are the event-level data elements included with the event:

Data Element
Element Label
Example
Comment
Event
Event
Swym-backinstock
We used this in our trigger definition
Event Time
EventTime
2020-10-30T07:42:48Z
UTC time format
Product ID
ProductId
4269834960999
eCom platform Product ID
Product Name
ProductName
Circle Logo Hoodie
-
Price
ProductPrice
18.50
-
Quantity
ProductQuantity
4
Inventory quantity available
Brand
ProductBrand
Sweatshyrts
-
Category
ProductCategory
Sweatshirts
-
Variant ID
VariantId
30774347071591
-
Variant Info
VariantInfo
Color Pink
-
Variant SKU
VariantSKU
sku-23-lsk
-
Product URL
ProductURL
https://example.com/products/circle-logo-hoodie
-
Image URL
ImageURL
https://cdn.shopify.com/s/files/1/0512/3627/4349/products/img.jpg
-

Fill out the subject line, preheader, sender’s name and make sure you’re happy with the sender’s email address. Note that you will be able to use data elements from the Swym-backinstock event to personalize the subject and preheader text. Then click the “Edit content” button to edit the email.

Omnisend has multiple standard templates for you to choose from. For this exercise, we’ll be editing the London template to create a simple back in stock alert email. 

Once the template is open, you can add your logo to the top if you like or remove the image block. You can also remove existing blocks or choose to add from other available blocks. We’ll next add a HTML block for the main message content. We’ll use html to pull in data from the Swym-backinstock event.

Here’s the html we used for our simple template:

<p style=”text-align: center; font-family: verdana,geneva,sans-serif;”>The [[custom_event.ProductName]] on your wishlist is now back in stock!</p>

<p style=”text-align: center;”><img src=”[[custom_event.ImageURL]]” width=”400″ height=”250″ /></p>

<p style=”text-align: center;”><a href=”[[custom_event.ProductURL]]”>[[custom_event.ProductName]]</a></p>

4. Preview the Message

Once you are satisfied with your template and have it saved, you will need to preview it to make sure everything is working as expected. While you can preview the style of your email on the Omnisend platform, you will need to trigger the action from your store and send an email to yourself to see the final output of the automation. Follow the steps given below to do this.

  • Make sure that you have an Audience filter added to this automation. This will ensure that the emails do not yet go out to your customer, when you make the automation live. 
  • Click on start workflow to make the automation live so as to trigger the action. 
  • Choose a product with an inventory of 0. 
  • Wishlist this same product on your store that you are signed in to. 
  • Go to the Shopify portal and update your stock for this particular product. 
  • This should trigger the wishlist back in stock event on Omnisend and you will receive the email to the test audience. 

5. Remove the Audience Filter

When you’re satisfied with your testing, the last step is to remove the Audience filter by simply clicking on the cross. With this, your Omnisend integration is live and your emails should start flowing to your customers!