In Brevo, you can create and use transactional attributes to store information about transactions made by your contacts and personalize your communications.
What is a transactional attribute?
Transactional attributes are dynamic values related to transactions made by your contacts on your website. They allow you to track details about a transaction within Brevo. Transactional attributes appear on your contacts' details page, under Transactions > Manage transactions.
What information can I store in a transactional attribute?
You can use transactional attributes to store information related to transactions made by your contacts on your website, such as:
- Order ID.
- Order amount.
- Purchase date.
How are transactional attributes populated?
Commonly, transactions are pulled into Brevo through the Brevo tracker, whether you added it manually to your website or using a plugin. When a purchase is made on your website, the Brevo tracker will send the information to Brevo and update the corresponding transactional attributes with data from the transaction.
To learn more about how to add the Brevo tracker to your website, check our dedicated article What is Brevo Tracker and how can I install it?.
If a transaction was made in person or was not pulled through by the Brevo tracker, you can manually add the information to the corresponding transactional attributes.
- Go to Contacts.
- Select the contact who made a transaction with you.
- Under the Transactions section, click Manage transactions.
- Click Create new transaction.
- Add the information related to the transaction.
- Click Create transaction.
How to use transactional attributes?
One way to build trust for your brand and nurture your relationship with your contacts is to create personalized experiences. For example, you could suggest to your contacts to buy complementary products to the products they have already bought to show that you understand their interests and are committed to providing them with a customized shopping experience that meets their unique needs. To do this, you need to store their purchase information in transactional attributes and then target them based on those values.
Here are some examples of how you can use transactional attributes to create personalized experiences for your contacts:
You can easily personalize your transactional email templates with transactional attributes by adding placeholders, also known as variables, to your content. During sending, these placeholders will be replaced with information about your contacts' transactions, such as the price of each item or the date of purchase. For example, this can be especially useful for order confirmation or abandoned cart emails.
Here's an example of what placeholders for transactional attributes look like in an email template and what a recipient would receive:
|Email with placeholders
|Email received by the recipient
To learn how to create personalized emails using transactional attributes, check our dedicated article Customize your emails using transactional parameters.
Using segmentation based on transactional attributes, you can divide a larger audience into smaller, more targeted groups based on specific interests or behaviors. This allows for more personalized and tailored marketing efforts and a better understanding of each group's needs and preferences.
Here is an example of how a pet shop owner could segment their contacts using transactional attributes to see how many contacts have purchased the same two products in the last six months and determine if it would be interesting to propose a bundle of those products:
By setting up automations based on transactional data, such as the amount or number of orders, you can automatically trigger actions and communications that are tailored to each customer's needs and behavior. For example, you could set up an automation that sends a reminder to customers who have abandoned their cart before completing a transaction.
You can trigger automations using transactional data by adding the following entry points:
- Contact filter conditions: create your automation and use the Contact filter conditions entry point with the segment of your choice. Learn more in our dedicated article Launch an automation when a contact matches one of your segments.
- An event happens: create an automation and use the An event happens entry point with the custom event of your choice. Find some examples of automations in our Product Purchase and Abandoned Carts use cases.
⏩ What's next?
- Create and manage transactional attributes
- About contact attributes
- Create and manage contact attributes