Browse abandonment emails: what to send visitors who only looked
What to send visitors who viewed products without adding them to the cart: the difference from abandoned cart, timing, content, consent and the tracking you need.
Vasile Dingă
.comparison-cards { display: flex; flex-direction: column; gap: 1.5rem; } .comparison-card { background: #fff; border-radius: 16px; padding: 20px; border: 2px solid #efefef; } .comparison-header { display: flex; justify-content: space-between; font-size: 16px; margin-bottom: 12px; } .comparison-row { display: flex; justify-content: space-between; padding: 8px 0; border-top: 1px solid #efefef; font-size: 14px; color: #1f2937; } .comparison-label { font-size: 14px; width: 30%; } .comparison-value { width: 65%; text-align: right; } @media (max-width: 600px) { .comparison-row { flex-direction: column; align-items: flex-start; } .comparison-value { text-align: left; margin-top: 4px; } } Most visitors to an online store look at one product, maybe another, and leave. They add nothing to the cart, so your abandoned cart flow never reaches them. If you already know them (they subscribe to your newsletter or have bought before), you can send a short email about the product they viewed. This is called a browse abandonment email. Below I show how to build it, how it differs from abandoned cart, when to send it and what needs to be in order with consent and tracking. What it is and how it differs from abandoned cart Abandoned cart starts from a strong signal: the person chose the product, the size, perhaps reached checkout. Browse abandonment starts from a weak signal: they opened the product page. That difference in intent changes everything: tone, timing, frequency and what you offer. Criterion Signal Abandoned cart Added to cart Browse abandonment Viewed the product Criterion Intent Abandoned cart High Browse abandonment Low to medium Criterion First email Abandoned cart After 1 to 4 hours Browse abandonment After 2 to 6 hours Criterion Number of emails Abandoned cart 2 or 3 Browse abandonment 1 or 2 Criterion Tone Abandoned cart "You left something in your cart" Browse abandonment "Still thinking? Here is what you should know" Criterion Discount Abandoned cart Sometimes, in…