Browse abandonment flow teardown.

A browse abandonment flow follows up with a known visitor who viewed products but never added anything to a basket. It triggers on Active on Site or Viewed Product, waits several hours, then sends a light email featuring what they looked at. It should be gentle, short and capped so it never feels like surveillance.

Trigger and filters.

Viewed Product metric for identified profiles, with a flow level frequency cap. The visitor must already be a subscriber or identified through a click or form.

• Flow filter: has not added to cart since starting this flow
• Flow filter: has not placed an order since starting this flow
• Trigger filter: product viewed is in stock and has a product image in the feed
• Trigger filter: not received this flow within the last few days

Sequence and timing.

1. 1. Email one: still thinking it over (About 4 hours after the view)

   Remind them of the product and offer related options.

2. 2. Email two: similar picks (2 days later)

   Only for people who clicked nothing, show alternatives from the same category.

3. 3. Email three: reviews and reassurance (4 days later)

   For repeat browsers of the same item, add customer words and delivery detail.

4. 4. Frequency cooldown (A few days after the last send)

   Block re entry for a set period so persistent browsers are not emailed daily.

Branch logic.

• Conditional split on category viewed, so each category has a relevant opening and recommendations
• Split on whether the profile has bought before, so loyal customers see new arrivals rather than basics
• Exit if the person opens a cart or checkout event, handing them to the correct flow

Copy outline.

• Still thinking it over

  Name the product viewed, show one large image, add a short benefit line and link back to that product page.

• Similar picks

  Three alternatives from the same category with one line comparing them, plus a link to the collection.

• Reviews and reassurance

  Two short customer quotes, delivery and returns in a line each, and a link back to the product.

What to watch.

• Click through rate against the abandoned cart flow, which should be lower and is fine
• Revenue per recipient, since volume is high and value per send is modest
• Unsubscribe rate, a warning that the cap is too loose
• Share of triggers that actually have a catalogue image

Common mistakes.

• Sending a discount, which teaches browsers to wait
• No frequency cap, so one person browsing daily gets daily email
• Triggering on category pages that do not tell you which product mattered
• Ignoring consent rules for tracking and identification

This is a starting structure, not a promise of results. Timing and offers depend on your product, your repurchase window and your list, so test and adjust.

Want this built and tested for you? See our klaviyo email marketing service or book a free audit.