How to Create a Browse Abandonment Email (+Examples)

Ever had a customer browse your products, seem interested, and then disappear without a trace? That’s where browse abandonment emails come in. These emails target shoppers who’ve viewed products on your site but didn’t add anything to their cart or complete a purchase.

Unlike cart abandonment emails, which follow a more obvious buying intent, browse abandonment emails help reignite interest before the customer slips away for good.

In this guide, you’ll learn what browse abandonment emails are, how to create them, the best tools to use, and see real-world examples to inspire your next campaign.

What Are Browse Abandonment Emails?

A browse abandonment email is an automated message sent to users who view a product or category on your website but leave without taking further action. It’s a gentle nudge to say, “Hey, we noticed you liked this—want to take another look?”

Key Difference:

• Cart Abandonment = User adds to cart, then leaves
• Browse Abandonment = User only views product, then leaves

These emails are triggered based on user behavior tracking, often via cookies or logged-in sessions.

Why Browse Abandonment Emails Matter

Here’s why these emails should be part of your email automation strategy:

• Capture Lost Revenue: Many visitors leave before purchasing—browse emails pull them back.
• Personalized Nudges: Targeted messaging based on viewed items increases conversion chances.
• Higher Engagement: Open rates and CTRs tend to outperform regular promotional emails.
• Warm Lead Re-engagement: Users have already shown interest; now it’s time to close the loop.

Stat: Browse abandonment emails have an average open rate of 40% and click-through rate of 10%—substantially higher than traditional emails.

Step-by-Step: How to Create a Browse Abandonment Email

Step 1: Choose an Email Marketing Platform

Pick a platform that supports automation and behavior-based triggers. Popular choices include:

• Klaviyo
• Omnisend
• Drip
• ActiveCampaign

Most eCommerce-friendly platforms integrate easily with Shopify, WooCommerce, or Magento.

Step 2: Segment and Set Up Triggers

You need to segment users who:

• Viewed a product or category
• Did not add to cart or purchase
• Are logged in or have an identifiable email

Configure a trigger based on this behavior to launch the email within 1–3 hours after they leave.

Step 3: Write Compelling Email Copy

Your copy should be:

• Personalized: Mention the product or category viewed.
• Conversational: Keep it warm, not pushy.
• Solution-Focused: Explain how the product helps.
• Action-Oriented: Include a clear CTA like “View Your Pick” or “Return to Shop.”

Example copy:
“You left a few things behind 👀. Ready to take a closer look at the gear that caught your eye?”

Step 4: Add Product Imagery and Dynamic Blocks

Show the exact product the customer viewed using dynamic product blocks. This visual reminder increases the chance they’ll click through.

Tip: Use high-resolution product images with clean backgrounds.

Step 5: Use Smart Subject Lines

Subject lines are make-or-break. Try:

• “Still thinking it over?”
• “Don’t let this favorite get away…”
• “You forgot something we think you’ll love”
• “👀 These caught your eye, didn’t they?”

Pair subject lines with preview text like “We saved it just in case…”

Step 6: Include Urgency or Incentives (Optional)

While not required, adding urgency or a small incentive can boost conversions:

• “Back in stock soon—grab yours today”
• “Enjoy 10% off if you complete your order in the next 24 hours”

Note: Don’t overuse urgency or discounts, or customers may learn to wait.

Browse Abandonment Email Examples

Here are examples of well-executed browse abandonment emails:

1. Klaviyo Example

Subject: “You left this behind…”
Body: Personalized product image + CTA
CTA: “Take another look”

2. Drip Example

Subject: “Still thinking about this?”
Body: Shows product + reviews + free shipping reminder
CTA: “Complete Your Purchase”

3. Everlane (Retail Brand)

Subject: “Still interested?”
Body: Minimalist design + product preview + reminder of eco-friendly mission
CTA: “Shop Now”

Browse Abandonment Flow: A Simple Sequence

A single email is good—but a short flow can be even better.

1. Email 1 (1 hour later): Gentle reminder + product image
2. Email 2 (24 hours later): Add urgency or social proof
3. Email 3 (48 hours later): Optional discount or limited-time offer

Optimize: Monitor open rates, CTR, and conversions to refine timing and messaging.

Tips for Success

• Avoid repetition: Make sure your browse flow is separate from cart flows.
• Respect privacy: Comply with GDPR and only email opted-in users.
• Use exclusion rules: Exclude users who have already purchased.
• Test everything: A/B test subject lines, send times, and creative.

Conclusion

Browse abandonment emails are a smart, underutilized way to re-engage window shoppers. They help you stay top-of-mind with customers who are on the fence—and turn passive interest into active buying.

By using personalized content, behavioral triggers, and smart automation flows, you can build browse abandonment emails that drive revenue on autopilot.

Want email marketing that nurtures, converts, and grows your customer base? Schedule a call with MantraM Digital and let us create high converting email strategies for your brand.