Why Browse Abandonment Emails Are Essential for Ecommerce Growth
You’ve likely mastered abandoned cart emails — but browse abandonment emails are your next major revenue unlock.
As your brand grows, capturing browsers (those “just-looking” visitors) becomes essential. According to Klaviyo data, browse abandonment emails achieve a 0.96% conversion rate — that’s 9.6x higher than average email campaigns!
Ready to stop leaving money on the table? Let’s explore why browse abandonment automations are vital and how you can craft them for maximum impact.
What Are Browse Abandonment Emails?
Browse abandonment emails automatically trigger when a website visitor views a product but leaves without adding it to their basket or completing a purchase.
Their purpose?
- Remind the visitor of the product.
- Offer additional value, comparisons, or social proof.
- Reignite their interest in purchasing.
Because these emails are behaviour-based and automated, platforms like Klaviyo, Mailchimp, and Zoho make them incredibly easy to set up and personalise at scale.
Browse vs. Cart Abandonment: Key Differences
| Browse Abandonment | Cart Abandonment | |
|---|---|---|
| Trigger | Viewed a product page | Added product to basket but didn’t buy |
| Buying Intent | Low to Medium | High |
| Strategy | Reignite curiosity, build value | Remind & remove friction |
Insight: Browse abandonment emails focus more on educating and nudging than closing immediately.
Why Brands Must Use Browse Abandonment Emails
- Higher Open Rates: They often outperform cart abandonments in opens.
- Capture Early-Stage Shoppers: Particularly valuable for luxury, high-ticket, or educational products.
- Boost Customer Journey Personalisation: It’s not just about recovering sales — it’s about building loyalty.
You’re ready if:
- You offer a wide product range (lots of SKUs).
- Your items are considered purchases (luxury, electronics, etc.).
- Your product requires education (new innovations, skincare, supplements).
4 Audience Segments for Smarter Browse Abandonment Emails
1. First-Time Visitors
- Mindset: Price comparing or early-stage researching.
- Best Messaging:
- Product benefits and USPs
- Brand story and social proof
- Light, friendly offers (avoid heavy discounts too soon)
2. One-Time Buyers
- Mindset: Familiar but not loyal.
- Best Messaging:
- Highlight deeper product benefits
- Introduce loyalty programmes
- Cross-sell complementary items
3. Repeat Customers
- Mindset: Brand fans needing a little nudge.
- Best Messaging:
- Loyalty rewards
- New product drops
- Personal thank-yous
4. Repeat Viewers of the Same Product
- Mindset: Medium to high intent.
- Best Messaging:
- Urgency (“Only a few left!”)
- Scarcity and countdown timers
- Customer testimonials
Dos and Don’ts for Crafting Browse Abandonment Emails
Do:
- Include dynamic product images and titles.
- Use persuasive, benefit-driven messaging.
- Feature a clear, prominent CTA.
- Personalise content based on browsing behaviour.
Don’t:
- Sound desperate or pushy.
- Send generic, one-size-fits-all emails.
- Overload the email with unrelated content.
5 Brilliant Browse Abandonment Email Examples
1. Humorous Approach: Charlotte Stone
- Subject: “We noticed you noticing us…”
- Why it works: Playful tone, direct CTA, product suggestions.
2. Educational Approach: Neptune
- Focus: Product benefits and USPs (e.g., breathability, comfort).
- Pro Tip: Great for brands selling technical or luxury items.
3. Discount Approach: Girlfriend Collective
- Subject: “Take another look + 30% off”
- Caution: Watch for deliverability if using discount-heavy language.
4. Urgency Approach: Credo Beauty
- Subject: “Get it before it’s gone”
- Key Tactic: Highlights free shipping, loyalty points, customer support access.
5. Scarcity Approach: Sivana
- Subject: “Your item is going fast!”
- Effect: Drives immediate action without being aggressive.
Conclusion: Turn Casual Browsers into Lifelong Customers
Window shoppers aren’t lost sales — they’re opportunities waiting for the right message.
By implementing targeted, personalised browse abandonment emails with smart segmentation and irresistible messaging, you can:
- Increase conversions
- Build stronger customer relationships
- Boost overall lifetime value
Platforms like Klaviyo make setting up these automations simple and effective, helping you scale personalisation without heavy manual work.
Ready to build high-converting browse abandonment flows that drive revenue on autopilot?
📢 Book your free Klaviyo Automation Strategy Session and turn casual visitors into loyal customers today!
