MARKETING PLAYBOOKS

Sending Wishlist Low Stock Emails via Omnisend

When it comes to motivating people to buy things, scarcity is one of the most powerful forces around. When shoppers add items to their wishlist, they are telling us they’re considering the product but not quite ready to buy. Our job as marketers is to nudge them across the finish line. 

Leverage the Wishlist Plus integration with Omnisend to enable high-performance wishlist low stock event triggered campaigns.

 

Prerequisites

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

How To Implement

1. Enable Wishlist Low Stock Event

Before you get started, you need to make sure you’ve enabled the wishlist low stock event within Swym Admin. To confirm, once you’ve logged in to Swym Admin, navigate to Integrations via the left nav. Make sure that the checkbox next to “A product in a user’s wishlist is running low on stock” is checked.

Once enabled, Swym will send an event to Omnisend each time the sale of a product drops inventory below 5 units.

There is no time delay built into the integration logic, so expect to see low stock events show up in Omnisend shortly after inventory crosses the 5 unit threshold.

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 flow “Wishlist Low Stock”. 

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

Tip: if you're not seeing "Swym-lowstock" in your dropdown you probably haven't had the inventory for a product drop below the threshold since enabling this event and 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 no benefit to adding a time delay before the email is sent.

Next add an email to your workflow, this is will be your low stock message.

3. Create Your Email Template

The next thing we’ll do is build an email template that consumes the low stock 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-lowstock
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
1
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-lowstock 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 low 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-lowstock event.

Here is the html we used for our simple email template:

<p style="text-align: center">The [[event.ProductName]] you were interested in is now back in stock! </p> 
<p style="text-align: center"><img height="250" src="[[event.ImageURL]]" width="400"/></p> <p style="text-align: center">
<a href="[[event.ProductURL]]">[[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 one more than the minimum stock threshold you have set up on Swym Admin. In this example, the threshold we have is 5, so we choose a product with the inventory as 6.
  • You will need to use 2 email IDs in the next steps, one of which will need to be validated by the Wishlist Plus app. Let’s call them shopper1 and shopper2.
  • shopper1@swym.com needs to add this product to their wishlist and validate their email. This is so that their email ID is in record for us to send them the low stock email alert. 
  • shopper2@swym.com will then buy the same product. Thereby reducing the stock to 5 and triggering the low stock email alert that will be sent to shopper1. 
  • You must receive the alert email to shopper1@swym.com. 

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!