Browse Abandonment Email Examples from Ecommerce Stores
Is your ecommerce store using browse abandonment emails? If not, you’re neglecting an additional revenue stream for your shop. While ecommerce marketers looking to advance their email strategy are quick to set up a welcome series and abandoned cart flow, browse abandonment is an autoresponder many overlook.
If you’ve already mastered the fundamentals of email automation basics, you should take the time to check out browse abandonment.
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As you can see, while welcome series and abandoned cart emails are top performers for average revenue per recipient, the data for browse abandonment are nothing to scoff at either. While they are amongst lower performing flows, browse abandonment emails go out to much a larger pool of people.
How it works
Browse abandonment emails are similar to abandoned cart emails, but are triggered when an identifiable browser visits a product page and does not start or complete a checkout — a visitor doesn’t have to add an item to his/her cart to trigger this flow, all a site visitor has to do is view an item and move on.
Visiting a product page doesn’t quite indicate the same level of interest as adding an item to a shopping cart and beginning the checkout process, so it’s recommended that you make your browse abandonment flow emails a “lighter touchpoint” than your abandoned cart flow.
If you’re already using Klaviyo and want a step by step guide, learn more here.
Launching your first browse abandonment email
Designing a browse abandonment email can be pretty straightforward. Take this example from fiber arts supplier The Woolery.
This email is successful because it includes an image of the product that was browse abandoned, the price, and a super clear call to action.
While this email might seem simple, it actually ranks among one of the top performing browse abandonment emails for Klaviyo! It’s likely effective because it is so direct and timely (the email is triggered to send after 2 hours).
If you’re just getting started, a simple and clear browse abandonment email is the way to go. Klaviyo customers currently integrated with Shopify, BigCommerce, or Magento, can use our prebuilt browse abandonment flow to get their feet wet.
Get more sophisticated with A/B testing and a multi-touch flow
How are the most sophisticated ecommerce shops leveraging browse abandonment? Stores like Sivana Spirit have built out multi-touch flows along with A/B testing.
Just how do they do it? Sivana Spirit has a four-part browse abandonment flow that follows this sending schedule:
| Email 1 | 4 hours after browse abandon |
| Email 2 | 23 hours after browse abandon |
| Email 3 | 48 hours after browse abandon |
| Email 4 | 96 hours after browse abandon |
Email 1/Variation 1 from Sivana Spirit
For their A/B testing, Sivana is running tests on their subject lines:
| Subject Line A | Subject Line B | |
| Email 1 (4 hours) | Your item is going fast! | Nice to see you, let’s meet again! |
| Email 2 (23 hours) | Warning: Your {{item name}} is selling fast! | {{Item name}} is selling fast! |
| Email 3 (48 hours) | Hi {{first name}} Want 20% off your item? | Get 20% off your item right now!> |
| Email 4 (96 hours) | [S A L E] 20% off your {{item}} | N/A |
How to level up:
If you’re moving from a single browse abandonment email to a bit more sophistication, there are two ways you can approach your strategy.
- Start with building out additional email touches.
- Optimize the 1st email you already have with A/B testing.
To dive deeper into A/B testing browse abandonment emails, check out our guide to A/B tests you should run on your browse abandonment emails.
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