Any marketing professional will tell you that one of the most challenging aspects of ecommerce is getting customers to commit and make a purchase. While there’s no “silver bullet” to turning a browser into a buyer, there are ways to increase the odds.

To get an accurate depiction of the email marketing strategies used by today’s top retailers, we conducted an audit of 50 brands in the Internet Retailer Top 1000. How effectively are they using customer data? Are they sending email marketing material based on customer browse behaviour? And what programs, if any, are they using to help nudge customers who have strayed, back onto the purchase path?

Rather than rescuing potential revenue, our research found that many top retailers are simply leaving it stranded. Some fail to effectively engage customers with relevant or personalised welcome series emails, and fewer still are taking advantage of proven tools, such as cart recovery, to help their customers head back to the cart and make the purchase.

Download this paper for more insights.