What is a Browse Abandon Flow?
A browse abandon flow is an automated email sequence triggered when a visitor subscribes to your list and views a product page but leaves without adding it to their cart.
This is different from cart abandonment (where someone adds to cart but doesn’t buy) and site abandonment (where a subscriber simply visits your site).
These visitors showed interest in a specific product, meaning they’re already warmer leads. Your job is to get them back to that product — or help them find one they might like better — in case they didn’t like the product they checked out, and guide them further down your funnel.
🚀 Why is it important?
Browse abandonment emails typically have an open rate of around 40% with a click-through rate of 15-20%. These emails can increase the likelihood of purchase by over 20%.
Most shoppers don’t buy the first time they look at a product.
They might:
✅ Get distracted.
✅ Compare with other similar products in the market.
✅ Need more time to decide.
Without follow-up, they may forget about you entirely. A browse abandon flow ensures you stay top-of-mind and gently nudge them back to buy.
✉️ How many emails should be in the flow?
For browse abandon flows, 4 to 5 emails spaced over 7-8 days is ideal. It’s enough to keep your brand and products visible without overwhelming the prospect.
⏱️ When should the first email be sent?
Best practice is to start the flow around 1 to 2 hours after they leave your site. This hits while interest is still relatively high but avoids being overly intrusive.
Subsequent emails can be sent at 1 to 2 day intervals, depending on your sales cycle.
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