Up to 87% of shoppers abandon their shopping baskets before completing a purchase. These people have got close to buying and should be marketers hottest prospects. A basket abandonment email (implemented after a consumer casts their shopping basket aside) typically generates extra sales of 2% to 4% and a healthy return on investment. So it is surprising that over 90% of websites do not follow up on abandoned shopping carts. However, improving conversion through behavioural email doesn’t have to stop at just targeting abandoners. There are many types of online behaviours marketers can exploit. Creating automated email programmes relevant to different types of behaviour and different levels of engagement is one of the most effective ways to increase online sales. This whitepaper will look beyond basket abandonment and discuss the different types of automated behavioural triggers you can use to convert more of your customers into buyers while requiring little extra resource from you.