How to create the Browse Abandonment Flow in Klaviyo. The problem with the default settings for the browse abandonment flow is that it misses opportunities to drive additional revenue and also presents a potentially poor customer experience by repeatedly triggering to customers who have previously purchased an item. This simple set-up resolves this issue whilst increasing your overall email performance.
Moreover, a Browse Abandonment Email is triggered every time a user views a product on your site. Sound powerful? It is. Learn how to implement this reliable revenue-generator in your Klaviyo.
How Browse Abandonment Emails Work
As the name suggests, Browse Abandonment Emails are triggered every time a customer views a product in your store.
So unless you already have the customers data, these emails won't be triggered. As such, they're best served for businesses who already have an established database of customers.
Here's an example of a Browse Abandonment Email being triggered after a customer views the product on the site:
In this example, Woolery simply invites the customer to have a conversation and reminds them of the product they were browsing.
For supplement brand Genetic Supplements, we set up the email template for their Browse Abandonment sequence to initiate purchase intent for potential customers.
We've gone for a more personal approach to try and stimulate conversation with the consumer in this template when sending a browse abandonment email.
Creating a Browse Abandonment Sequence
It's possible to have individual flows set up that push harder for the sale of products the consumer is interested in.
A common flow we often set up for clients (and very product specific), may go like such:
1. Email 1: Reminder of browsed product (1-4 hours after browsing)
2. Email 2: Product education (24 hours after browsing)
3. Email 3: Social proof on product (48 hours after browsing)
4. Email 4: Discount code* on product (72 hours after browsing)
*Optional. If you have a cart abandonment discount code already in place, it's unlikely you'll want to offer further discount incentives across your store unless you know there's a strong chance they'll buy.
Recommending Similar Products
You can also stimulate interest in other product categories in your store through Browse Abandonment emails in order to buying the product - increasing your overall conversion rate.
For example, if you're selling protein supplements (like Genetic Supplements), you can also introduce them to related products that may also pique their interest with dynamic variables based on categorisation. See an example below attached to the footer of the email:
A Browse Abandonment sequence is ultimately just another type of email that creates a sense of urgency which increases sales on autopilot with intelligent email marketing automation.
How to Create a Browse Abandonment Email Sequence
The Browse Abandonment Flow is one of my favourite flows in Klaviyo.
It’s a great touch point for capturing interest and if the follow-up is done well then it can quickly increase revenue.
It can also help amplify the revenue you receive from campaigns and reduce retargeting costs by following up with email instead of Facebook Ads.
However, the default settings inside Klaviyo often provide a negative touch point.
This is because that while the “Checkout Started Zero times since starting this flow” and “Placed Order zero times since starting this flow” mitigate recipients receiving it while starting a checkout on your site, it doesn’t prevent the flow from triggering after they make the purchase if they then go back and view the product (which is very common in D2C).
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To mitigate this, simply add the following flow filter “Placed Order zero times in the last 4 days” (you can change this to 7 days - whatever you determine is optimal to your business. If you have a product that takes longer than 7 days to deliver, you may want to increase this timeline so that it doesn’t trigger to customers who have recently purchased with a follow-up email asking them to buy a product they’ve already purchased).
And that’s it. Super simple and effective!
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FAQ
Why does my Klaviyo browse abandonment flow send to customers right after they buy?
Add a flow filter with the condition "Placed Order zero times in the last 4 days" (adjustable to 7 days based on your delivery timelines) — this stops the flow triggering for customers who just completed a purchase but then viewed the product again.
What's a good email cadence for a browse abandonment flow?
A 4-email sequence: a reminder of the browsed product 1-4 hours after browsing, product education at 24 hours, social proof at 48 hours, and an optional discount code at 72 hours.
Should I always include a discount in browse abandonment emails?
No — the final discount email is optional. If you already offer a discount in your cart abandonment flow, it's worth skipping here to avoid training customers to expect a discount just for browsing.
If you enjoyed this Klaviyo guide, we're pretty sure you'd enjoy the other parts in this series:
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