Browse Abandonment Email
An automated email sent to subscribers who browsed products on your store but left without adding anything to their cart.
Definition
A browse abandonment email is triggered when a known subscriber visits product pages on your online store but leaves without adding anything to their cart or making a purchase. Unlike cart abandonment (where items were added to the cart), browse abandonment targets an earlier stage of the shopping journey when someone showed interest but did not take action. These emails remind the shopper about the products they viewed and encourage them to take the next step.
Why It Matters
Browse abandonment captures revenue from a much larger pool of shoppers than cart abandonment alone. For every person who abandons a cart, many more browse without adding to cart at all. While conversion rates are lower than cart abandonment emails (since the purchase intent is lower), the volume makes up for it. Browse abandonment emails effectively extend your remarketing to the full browsing audience.
How It Works
Your email platform tracks which products identified subscribers view on your store (through website tracking scripts). When a subscriber views products but does not add to cart or purchase within a set time window, an automated email triggers showing the products they browsed. Some platforms also include AI-powered recommendations for similar products the subscriber might like.
Best Practices
- 1Set a reasonable time delay (2-4 hours) before triggering to avoid emailing too quickly
- 2Only trigger for subscribers who viewed products multiple times or spent significant time browsing
- 3Show the specific products they viewed with images and current pricing
- 4Include similar product recommendations in case the viewed products were not quite right
- 5Keep the tone helpful rather than pushy since they did not even add to cart
- 6Limit frequency so the same subscriber does not receive browse abandonment emails daily