The 5 Do’s and Don’ts of Browse Abandonment Emails

hand on cell phone in front of laptop for browse abandonment emails


Deciding what to include in your browse abandonment emails can be a little trickier than it is for some of the other best practice emails you send, since browse abandonment emails aren’t triggered by an exceptionally strong sign of interest, like abandoned cart emails are. Make sure you’re providing your customers with the most useful, relevant content in your browse abandonment emails by following the do’s and don’ts outlined below.


1. Remind Customers of What They Liked
Include an image of the product a customer was looking at in your browse abandonment emails. If an item caught their eye once, it will catch their eye again. Plus, if you don’t include an image of the product they viewed, they might not know why they’re receiving the email or forget what they were looking at in the first place.

2. Offer Other Options
While it’s essential to include an image of the product a customer viewed, it’s also very important to provide alternatives in case a customer wasn’t interested in that particular product, after all. Since they didn’t add the item to their cart, there is a higher chance they were just perusing your product offering. By displaying other options, you take advantage of the opportunity to upsell and cross-sell similar or related products.

3. Gauge Interest Based on the Number of Times a Customer Has Viewed a Product
In order to drill down and reach customers who are truly interested in the product they viewed, you can send browse abandonment emails based on the number of times a customer has viewed the same item. For example, viewing a product five times could trigger your browse abandonment flow.

4. Pay Attention to When a Customer Last Purchased
If a customer recently made a purchase (within three months), you may want to hold off on sending them browse abandonment emails. Pressuring them to purchase again too soon after they’ve bought from you could put them off — to encourage recent customers to buy again, you’re better off including incentives in your post-purchase emails rather than sending an entire email dedicated wholly to persuading them to purchase.

5. Include a Sense of Urgency
While senses of urgency often pertain to discounts, in this case a sense of urgency should be used to highlight the scarcity of a particular product. If a customer is on the fence about whether or not they purchase an item, they will be more likely to make the leap if they believe they might miss their chance if they wait too long.


1. Don’t Go Overboard with Personalization
Too much personalization in browse abandonment emails can come across as a little creepy. Don’t include any more personalization than the customer’s first name, or don’t include any dynamic tags at all. A simple “Did something catch your eye?” is perfectly fine. The real personalization should come behind the scenes in the form of segmentation.

2. Don’t Bombard Customers
It’s critical that you include a condition in your browse abandonment flow that prevents customers from receiving multiple emails from one browsing session. If a customer views twenty products on your website, they should not receive twenty browse abandonment emails. Klaivyo’s built-in browse abandonment flow takes this into account automatically.

Furthermore, you should be aware of how many emails an individual customer could be receiving at any given time. If a customer is receiving abandoned cart, post-purchase, browse abandonment, and newsletter emails all at the same time, they may be overwhelmed. Only send browse abandonment emails to customers who haven’t received any other marketing emails from you recently.

3. Don’t Be Too Pushy
Browse abandonment emails should be a lighter touchpoint than your other marketing emails. Make sure the language you use is not too forceful, and try to draw customers back to your site by displaying many enticing options to choose from.

4. Don’t Forget to Offer Help
In all of your marketing emails, you should include a way for customers to contact your support team so they can get answer to any questions they may have that are holding them back from purchasing. At the bottom of your browse abandonment email, highlight your support email address or phone number.

5. Don’t Focus Exclusively on the Viewed Product
The viewed product should not be the end-all-be-all of your browse abandonment emails. Your main goal should be to reroute customers back to your website so they will take a second look at all of your products. You can facilitate this by displaying plenty of other attractive options, like related products or product recommendations.

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