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In an ideal world, every shopper who visited your webshop would end up placing an order and become a paying customer.

Unfortunately, we all know that isn't the reality.

If you're like most webshops, you’ve probably spent tons of your hard-earned money driving more visitors to your webshop but haven't seen a significant increase in revenue. The reason for this is most likely due to the fact that a customer usually goes through multiple stages in their shopping journey, while each stage presents a risk of drop-off.

As presented in the chart below, after landing on your webshop, only 30% of visitors will view your product categories, and 20% will end up looking at specific products. From there, only  5% of your visitors will end up adding products to their shopping carts while a mere 1% end up making a purchase.

from window shoppers to customers

Based on these stats, we’ll show you 3 basic trigger emails that can effectively tackle potentially lost orders throughout a customer’s shopping journey:

Cart, search, and session abandonment emails are proven ways to activate and recover potentially lost sales. These automated trigger emails cost you minimal effort to set up and can generate worthwhile returns. Clerk’s cutting-edge email technology allows your webshop to send high-converting triggered emails based on each customer's behavior, maximizing the ROI of your email marketing.  

Trigger emails

Session abandonment emails

Session abandonment (or known as category abandonment) triggered emails are sent to shoppers who viewed a category page or several items within a specific category but leave without adding anything to their shopping cart or making a purchase.

Let’s take a look at the example below displaying a session abandonment email by Mejuri, an online jewelry store.

session abandonment email

With Clerk, you can take advantage of a number of pre-built logics that allow you to send highly relevant, targeted emails to any visitor who signs up for your newsletter. For example, you can send emails featuring your top-selling products, trending products, new products, or even personalized product recommendations based on what they've previously looked at.

💡 Generally, browse abandonment emails – such as session abandonment emails here and search abandonment emails below – work super well! The recent SaleCycle’s study discovered that webshop visitors are highly engaged with browse reminders. Statistically speaking, browse abandonment emails have an 80.9% higher open rate and 50.5% higher click-through rate than traditional emails.

Search abandonment emails

Search abandonment triggered emails are sent to shoppers who have searched for a specific product or generic term on your site. It's important to get these shoppers back to your site after they have abandoned their search because a shopper who uses site search for a specific product or category is showing serious interests with high intent to purchase!

There could be many reasons why visitors abandoned a search, such as their lunch break came to an end, or they simply got interrupted. For this reason, it's important to try and reactivate the visitor through a search abandonment email to simply remind them of the products they were previously looking for.

Here's a great example of a search abandonment email sent to a shopper looking for "dress shirts":

search abandonment email

Cart abandonment emails

Previously, we've discussed the best ways to reduce cart abandonment and the effectiveness of cart abandonment emails.

Just to refresh your memory, here are some critical stats first: although the average shopping cart abandonment rate globally is 70.83%, the silver line is that 63% of that can potentially be recovered by savvy online retailers.

With concrete examples, we’ll give you 3 essential and practical suggestions for designing the content of your abandoned cart emails:

  • Be short, sweet, and to the point. Leaving out irrelevant, wordy, and distracting messages allows your customer to focus on the sole purpose of your email - to make a purchase!
  • Clearly state delivery information and return policies. Reducing friction in the customer journey is essential. Removing worries associated with ease of returns and speed of delivery can play a crucial role in pushing customers over the finish line.
zalando cart abandonment email
  • Showcase trust and credibility. Did you know that 88% of consumers claim that ratings and reviews have an impact on their buying decision? As the following example from Adidas displays, product ratings and reviews from other satisfied customers make products more compelling and convincing in the eyes of the customer.

Don't worry about covering all the tips mentioned above as we know every webshop is different. That's why we suggest first trying out one or two that work best for your business. As we said, be short and sweet!

Being the #1 rated e-commerce personalization platform, Clerk can help you implement these smart, automated trigger emails to effortlessly grow sales and increase revenue! Get started by talking to one of our specialists today.

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