From Browser to Buyer: How to Convert Visitors to Customers Using Email Marketing

Matt Fenn ,


As an eCommerce merchant, scores of first-time shoppers will frequent your website without knowing about your brand. Many of them will subscribe to your email list. However, only a fraction of them will make a purchase.

These folks are commonly referred to in the brick-and-mortar world as “window shoppers.” Retailers tend to pay these people little to no mind as they are well known as those who look but never buy.

While these individuals are not actively out to make a purchase, they are obviously interested in what a merchant has to offer; otherwise, they wouldn't be browsing a shop's catalog.

Most often, these window shoppers are considering buying down the road, but they have not yet gathered enough information to feel confident enough to purchase right now.

As eCommerce retailers are always in pursuit of new ways to boost sales, window shoppers should be regarded as a potential goldmine as these folks are relatively qualified prospects. After all, something other than happenstance or sheer luck has caused them to visit a retailer’s site.

However, a passive individual must be provoked into acting; otherwise, they will remain a window shopper indefinitely. This passivity means that merchants must engage window shoppers and entice them into converting. Email is the ideal tool for such a transformation.

Get ready to increase your revenue. Here are three email marketing strategies for turning site browsers into buyers.

Personalize Their Email Journey

As always, the first step in earning a new customer via email is getting them to open the communication.

To this end, personalization is an epically powerful email marketing tactic. By merely personalizing an email subject line, eCommerce merchants can increase open rates by upwards of 50 percent.

Emails can be personalized in a variety of ways. Retailers can utilize data surrounding geographic location, demographics that influence purchase decisions (such as gender), on-site behavior (more on that later) and a variety of other idiosyncratic traits.
However, be aware that the ability to personalize is dependent on data. At the beginning of the lead nurturing process, be sure to collect data early and often.
By personalizing email communications, merchants stand a far better chance of sending out a message or offering that connects with the consumer and pushes them in the direction of a purchase.

Abandoned Cart Emails

According to the Baymard Institute, the average shopping cart abandonment rate across the eCommerce industry is a whopping 69.89 percent.

That’s a lot of lost revenue.

For this exact reason, shopping cart abandonment emails are a powerful tool for turning a browser into a buyer. Cart abandonment emails have even proven to be one of the most lucrative emails that a retailer can send. According to a BigCommerce study on abandoned cart emails, the average revenue generated per email was $5.64. Compare that to just $0.18 per welcome email and $0.02 per promotional email.

The goal of these communications is to help consumers overcome any obstacles or objections they might face in making a purchase. This impediment might be shipping costs, price, forgetfulness or any other number of variables.

Often, merely optimizing a site’s checkout process can mitigate many abandoned carts.

For those who were derailed for another reason, the abandoned cart email should be optimized to reel a consumer back in by utilizing a compelling subject line, featuring the exact item that was left in the cart and a strong call-to-action (CTA).

After getting cart abandoners to open the email (via a personalized subject line), it is up to retailers to convince window shoppers to come back and make a purchase. This act of persuasion can be done by customizing the email with not only the consumer's name, but by showing them the item that is still sitting in their cart. Including the specific product is an important personalization feature as it is likely to stir feelings of want. Moreover, 94 percent of businesses claim email personalization is central to their success.

Outside of mere personalization, merchants should offer these potential customers an incentive. People love deals and discounts. Considering this fact, it is wise for retailers to provide cart abandoners a motivating reason to go back and buy. Additionally, this incentive should be exclusive to the email, not a coupon code that anyone can obtain.

Product Retargeting Emails

While abandoned cart emails can be quite bountiful, there’s just one problem; Roughly 95 percent of site visitors will never add anything to their carts.

So, how in the world can retailers reach all the folks that never click the “Add to Cart” button?

Here is where product remarketing or retargeting emails come into play. These communications are messages that feature products that a subscriber viewed but never added to their cart before bouncing from the site.

The use of product remarketing outreach is essential, especially considering that these emails can produce a conversion rate of 41 percent. When used in tandem with abandoned cart emails, retailers can cover both groups (those who added an item to a cart and those who didn’t), thereby reaching the largest audience possible and maximizing their chances of converting window shoppers into customers.

The goal of the product remarketing email is to remind consumers of the fantastic products they saw on a website and to entice them to come back and buy using compelling CTAs or incentives.

These emails tend to work best when infused with a sense of urgency. This feeling can be achieved by including a limited-time offer or showing a product’s dwindling availability.

In addition to showing off products that a consumer viewed previously, be sure to include items closely related to those that are being retargeted. Doing so helps to increase the chances that a shopper will see something they like and return to the site to convert.

Product remarketing emails are an extremely effective method for bridging the gap between browser and buyer.

Email lists don’t have to be stuffed with inactive and unprofitable window shoppers. It is up to merchants to entice and motivate these consumers into becoming customers.

Using the right set of email marketing strategies, eCommerce retailers can turn prospective customers into brand loyalists who come back to buy again and again.

As an eCommerce merchant, scores of first-time shoppers will frequent your website without knowing about your brand. Many of them will subscribe to your email list. However, only a fraction of them will make a purchase.

These folks are commonly referred to in the brick-and-mortar world as “window shoppers.” Retailers tend to pay these people little to no mind as they are well known as those who look but never buy.

While these individuals are not actively out to make a purchase, they are obviously interested in what a merchant has to offer; otherwise, they wouldn't be browsing a shop's catalog.

Most often, these window shoppers are considering buying down the road, but they have not yet gathered enough information to feel confident enough to purchase right now.

As eCommerce retailers are always in pursuit of new ways to boost sales, window shoppers should be regarded as a potential goldmine as these folks are relatively qualified prospects. After all, something other than happenstance or sheer luck has caused them to visit a retailer’s site.

However, a passive individual must be provoked into acting; otherwise, they will remain a window shopper indefinitely. This passivity means that merchants must engage window shoppers and entice them into converting. Email is the ideal tool for such a transformation.

Get ready to increase your revenue. Here are three email marketing strategies for turning site browsers into buyers.

Personalize Their Email Journey

As always, the first step in earning a new customer via email is getting them to open the communication.

To this end, personalization is an epically powerful email marketing tactic. By merely personalizing an email subject line, eCommerce merchants can increase open rates by upwards of 50 percent.

Emails can be personalized in a variety of ways. Retailers can utilize data surrounding geographic location, demographics that influence purchase decisions (such as gender), on-site behavior (more on that later) and a variety of other idiosyncratic traits.
However, be aware that the ability to personalize is dependent on data. At the beginning of the lead nurturing process, be sure to collect data early and often.
By personalizing email communications, merchants stand a far better chance of sending out a message or offering that connects with the consumer and pushes them in the direction of a purchase.

Abandoned Cart Emails

According to the Baymard Institute, the average shopping cart abandonment rate across the eCommerce industry is a whopping 69.89 percent.

That’s a lot of lost revenue.

For this exact reason, shopping cart abandonment emails are a powerful tool for turning a browser into a buyer. Cart abandonment emails have even proven to be one of the most lucrative emails that a retailer can send. According to a BigCommerce study on abandoned cart emails, the average revenue generated per email was $5.64. Compare that to just $0.18 per welcome email and $0.02 per promotional email.

The goal of these communications is to help consumers overcome any obstacles or objections they might face in making a purchase. This impediment might be shipping costs, price, forgetfulness or any other number of variables.

Often, merely optimizing a site’s checkout process can mitigate many abandoned carts.

For those who were derailed for another reason, the abandoned cart email should be optimized to reel a consumer back in by utilizing a compelling subject line, featuring the exact item that was left in the cart and a strong call-to-action (CTA).

After getting cart abandoners to open the email (via a personalized subject line), it is up to retailers to convince window shoppers to come back and make a purchase. This act of persuasion can be done by customizing the email with not only the consumer's name, but by showing them the item that is still sitting in their cart. Including the specific product is an important personalization feature as it is likely to stir feelings of want. Moreover, 94 percent of businesses claim email personalization is central to their success.

Outside of mere personalization, merchants should offer these potential customers an incentive. People love deals and discounts. Considering this fact, it is wise for retailers to provide cart abandoners a motivating reason to go back and buy. Additionally, this incentive should be exclusive to the email, not a coupon code that anyone can obtain.

Product Retargeting Emails

While abandoned cart emails can be quite bountiful, there’s just one problem; Roughly 95 percent of site visitors will never add anything to their carts.

So, how in the world can retailers reach all the folks that never click the “Add to Cart” button?

Here is where product remarketing or retargeting emails come into play. These communications are messages that feature products that a subscriber viewed but never added to their cart before bouncing from the site.

The use of product remarketing outreach is essential, especially considering that these emails can produce a conversion rate of 41 percent. When used in tandem with abandoned cart emails, retailers can cover both groups (those who added an item to a cart and those who didn’t), thereby reaching the largest audience possible and maximizing their chances of converting window shoppers into customers.

The goal of the product remarketing email is to remind consumers of the fantastic products they saw on a website and to entice them to come back and buy using compelling CTAs or incentives.

These emails tend to work best when infused with a sense of urgency. This feeling can be achieved by including a limited-time offer or showing a product’s dwindling availability.

In addition to showing off products that a consumer viewed previously, be sure to include items closely related to those that are being retargeted. Doing so helps to increase the chances that a shopper will see something they like and return to the site to convert.

Product remarketing emails are an extremely effective method for bridging the gap between browser and buyer.

Email lists don’t have to be stuffed with inactive and unprofitable window shoppers. It is up to merchants to entice and motivate these consumers into becoming customers.

Using the right set of email marketing strategies, eCommerce retailers can turn prospective customers into brand loyalists who come back to buy again and again.

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