Learn from retail: build customer journeys


Published: 11.03.2019

Author: Lili Boev, Director of Client Success

Learning from others is built into our very nature. In this blog we look at what professional services firms can learn from retailers. Automation is essential for most retailers in order to engage large volumes of customers. Retailers use automation as part of their customer's journey. Most of these automated journeys are driven by actions taken by customers. These actions create clear trigger points, and ensure emails are sent in the moment of customer need. We are going to focus on two of these automations, welcome and abandoned cart.

Welcome email


There are two points at which a retailer will typically send a welcome email. The first is after someone subscribes to the newsletter. The second is after they have bought for the first time. They will use the welcome email to thank the customer and to start building a relationship. They use it as an opportunity to tell the customer a bit more about their products, and to show them all the ways they can engage with the brand. It's a great opportunity to start building trust with their customers. Welcome emails have twice the open rate of a normal, ad hoc email, so they’re a very effective way to open a dialogue with the customer.





  • The email has great use of microcopy throughout.


  • It contains a clear benefit statement of being a subscriber. The benefit statement also sets the expectations of what the customer is likely to receive.


  • They use a great Call to Action “Stop Reading. Start Shopping!”


  • They use their email to encourage their customer to give more information in a preference centre.


  • Finally, the email is clearly on brand.




 Levi’s have eschewed a single email in favour of a four-stage welcome journey.

  • Email 1 – Thanks the subscriber and reminds them of the benefits of being one. There is a clear call-to-action to buy and they create urgency with an offer. 


  • Email 2 – Gives the subscriber information about Levi’s and their products. Again, there is a clear call-to-action to buy. 


  • Email 3 – Asks the subscriber to fill in more details with a preference centre.


  • Email 4 – Shows the subscriber how they can to keep in touch with Levi’s




Obviously, not all aspects of these welcome emails are applicable for the professional services firm. 

  • Use an engaging subject line such as 

- Welcome to [Firm name]

- Thanks for subscribing, you won't regret it

- Welcome to the team! Now what?

- Thank you, it's nice to meet you


  • Tailor the content in the welcome email to whether they are a new client or a new subscriber.


  • Use simple microcopy in your email


  • Make sure that your welcome email is on brand


  • Consider sending more than one email as part of your welcome journey


  • Tell your clients all the different ways they can get in touch with you


  • Tell your clients about the different services that you offer. It could be events, publications, insights or even the different practice areas you have.


  • Use the welcome email as an opportunity to drive your subscribers to a preference centre to give them more targeted content and for you to get more information on them.


  • Have a clear call-to-action in your welcome email, be that to view an important piece of content or to an event.


Abandoned activity emails


Retailers will typically send abandoned cart emails when someone abandons the products they have added to their online basket. Just because professional services firms deal in services instead of products doesn't mean you should ignore targeting abandonment. You may have an important form, preference centre, or even an event registration form for an event which may all be abandoned in the same way as retail products. 

There is always a reason for someone abandoning. Because they were interrupted, they had a concern, found it too complicated or just had a question about what they were filling out.



  • Reminds the subscriber that they have something in their cart and show a picture of the item in question.


  • Uses product stars to demonstrate the popularity of the product.


  • Shows alternative products 


  • Uses a really clear preheader text alongside its subject line to engage and encourage their contacts to open “Remember what you picked, it’s waiting for you”


  • Provides a clear way for its subscribers to contact them.


 Whittard of Chelsea


  • Uses an engaging hero banner to reassure the subscriber they can return the product.


  • Provides a clear way to get in touch with them


  • Shows the product that was in the basket


  • Provides further reassurance about its delivery, click and collect and where to buy in store.




  • Consider why your clients may abandon a form or an event registration. Use this to allay their concerns.


  • Send the abandoned form within 24 hours.


  • Remind them of the form they were completing and gently encourage them to complete the form.


  • Give your clients options on how to get in touch with you.


  • Provide a clear call-to-action in your email to encourage your clients to complete the form.


  • Consider sending a “reminder” email for your contacts that perhaps visit an event page and an associated publication but do not register for that event or don’t download the publication.


Using Vuture’s web tracking and triggers technology alongside the standard form functionality can allow you to achieve the takeaways we’ve given you. If you want to find out more about how you can practically apply these to your marketing, please feel free to get in touch with the client success team on client.success@vutu.re or your Account Manager.


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