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Browse Abandonment Email Examples, Subject Lines, Best Practices & Timing
Written by Ryan Turner
Of all the Ecommerce email marketing automations and Klaviyo flows, Browse Abandonment can be one of the most overlooked and under-valued strategies.

Many brands are still not sure what this strategy actually involves, or just dismiss it because it does not have the same buyer-intent as cart abandonment does.

However, a well timed browse abandonment email campaign can be a hidden goldmine for your store - running in the background on autopilot and bringing you incremental sales every day.
Browse Abandonment vs. Cart Abandonment in Klaviyo: What is The Difference?
Let’s clarify this first, and discuss why browse abandonment still has huge potential value even if your cart abandonment strategy is firing on all cylinders already. 

The main difference between Cart Abandonment and Browse Abandonment is this is that people who trigger a Cart Abandonment flow have been deeper into your conversion funnel, and shown more buying intent, that someone who triggers a Browse Abandonment flow.

Cart Abandoners have actually got to the checkout process, input their email address, but then left without finishing the purchase. 

Browse Abandoners are people already in your database - so you have their email already - who have simply returned to your store and viewed one or more product pages, showing at least some level of intent to purchase. They have not however added anything to their cart.

So people in a Cart Abandonment flow are more valuable because they have shown more intent to purchase. With this in mind, many store owners write of Browse Abandonment as not worth the effort to design and implement.

This however can be a costly assumption.

Why?

Because even though people in your Browse Abandonment flow show much less intent to purchase than people in the Cart Abandonment flow, there is going to be a lot more Browse Abandoners than Cart Abandoners. Overall they can be worth a lot all added together!

This makes complete sense. Just think about how many people view one or more product pages in your store, then leave. Compare this to the number of people who add something to their cart and put an email address into your checkout. The browsers or window shoppers are much more common, and all of these people are potentials for your Browse Abandonment flow.

So…

Cart Abandonment flow: Less volume, but higher consumer buying intent 

Browse Abandonment flow: Higher volume, but lower consumer buying intent

Each flow is valuable for different reasons. And they both play their part in a complete abandonment and recovery strategy.

Still don’t believe it? Klaviyo recently did a study of over 1 Million Browse Abandonment emails sent by various brands. The stats looked like this:

- 52.79% open rate was the average
- The click through rate on average was 10.87%
- Each recipient on average generated $2.88 in revenue

So this flow is definitely one worth implementing.
Browse Abandonment Best Practices & Timing Setup in Klaviyo
The Klaviyo Browse Abandonment best practices for triggers and filters can be seen below, along with suggested timing to use.

- Use a two hour after delay after someone viewed a product
- Exclude people who have started the checkout process
- Exclude people who have already ordered
- Exclude people who have recently been in this flow (30 days is the default, 14 days also works)
- Keep Smart Sending turned on for this flow
Another option which can work well is creating product-specific Browse Abandonment emails for your top sellers. So you can really hone in on the benefits related to the specific product someone has shown interest in. Then use a more general email for all other products. Category specific is also good.
Browse Abandonment Subject Lines & Ideas
Below are 20 different subject lines you can use for inspiration in your own Browse Abandonment campaigns. 

These are real-world examples taken from the same Klaviyo study mentioned above, each of these subject lines performed well for the brand that used them, so try and adapt them to your business. Extra tip - we often find that adding emojis sparingly in the subject can boost the open rates.
Browse Abandonment Email Examples, Templates & Content
Most browse abandonment flows that see success follow a similar and fairly straightforward formula. 

The general best practice is to call out the fact you noticed someone was browsing around but left without buying, remind them of the product/s or categories they were looking at, then give them a gentle reminder to come back and purchase what they were interested in. Most Browse Abandonment emails do not use discounts.

If you can add a little humor or brand personality into your email this is always a great idea, so try and personalize the structure mentioned above in a way that makes sense for how you like to communicate with your customers. In terms of the actual layout, here is a pretty standard Browse Abandonment template from ILoveUgly.com
Hopefully you now have a better understand of the Browse Abandonment flow in Klaviyo, why it is valuable, and how to start implementing it for your own brand.

Want to talk with us about developing a comprehensive Klaviyo email marketing strategy to drive incremental sales for your store? Head to our agency home page, take a look around and book a free strategy call.
Partnering With A Klaviyo Email Marketing Agency
Want to talk with us about developing a comprehensive Klaviyo email marketing strategy to drive incremental sales for your store? Head to our agency home page, take a look around and book a free strategy call.
About Us
The Email Funnels Agency helps successful Ecommerce brands profitably grow sales using the latest Klaviyo email marketing strategies

Ryan Turner

Ryan is a 10+ year Ecommerce veteran and Klaviyo specialist
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About Us
The Email Funnels Agency helps successful Ecommerce brands profitably grow sales with Klaviyo email marketing
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