Browse Abandonment Emails That Don't Feel Creepy

Browse abandonment reaches people who looked at a product but didn't add it to their cart. Done well, it feels like a helpful nudge. Done badly, it feels like being followed around a store.

Setup

• Trigger: Viewed Product. This needs Klaviyo's onsite tracking.
• Filters: hasn't started checkout or placed an order since starting the flow; hasn't been in this flow in the last 14 days; isn't in the cart or checkout flows.
• Timing: first email at about 2 hours, second at 24 hours.

Keep it helpful

• Lead with the product, not the surveillance. "Still thinking it over?" works. "We saw you looking at…" doesn't.
• Add information they didn't have: 2–3 benefits, materials, care, sizing help, or a short review.
• Offer alternatives in email 2: "customers who viewed this also loved…" using dynamic recommendations.
• No discounts. Browsing is low intent; save incentives for later stages.

Frequency caps matter

Shoppers browse often. Without the 14-day re-entry limit, a frequent visitor could get this flow every week. Smart Sending and the cap keep it occasional.

What to measure

Click rate and placed-order rate per recipient. If clicks are high but orders are low, the product page or price is the issue, not the email.

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