The browse abandonment flow emails people who viewed a product and left without adding to cart. Two emails, at 2 and 24 hours, no discount. Its one job is getting them back to the product page.
The browse abandonment flow emails people who viewed a product and left without adding to cart. Two emails, at 2 and 24 hours, no discount. Its one job is getting them back to the product page.
The weakest abandonment flow, on purpose
Klaviyo's 2024 Benchmark Report ranks flows by revenue per recipient. That is the money a flow makes for each person who gets it.
Flow Average revenue per recipient Top 10% Abandoned cart $3.65 $28.89 Welcome $2.65 $21.18 All flows $1.94 $16.96 Browse abandonment $1.07 $7.21 Post-purchase $0.41 $5.14Browse abandonment earns less than a third of what the cart flow earns per person. It sits below the average for all flows.
The gap comes from who gets it. Someone who added to cart has picked a product. Someone who viewed a page might have been comparing prices on the bus.
So stop judging this flow against your cart flow. And stop trying to close the gap with a discount. A viewer is earlier in the decision. The flow's job is to move them one step forward. The abandoned cart flow does the closing.
How many browse abandonment emails? The guides split
Source Emails Timing Klaviyo help center No number given At least 1 hour before the first SmartrMail 2 First couple of hours, then a day later CodeCrew 2 or fewer Within a few hours of leaving Attribuly 3, the last optional 1 hour, 24 hours, 3 to 5 daysSend 2.
A third email at day 3 to 5 lands on someone who looked at a product once, almost a week ago. By then they have bought, added to cart, or moved on. The first two groups are already in stronger flows. The third group will not be won back by a third reminder about one page view.
The time delay is your real filter
Here is the part almost every guide skips.
Klaviyo does not watch your flow filters all the time. Its help center says profile filters are checked when someone first enters a flow and before each email sends. Nothing happens in between.
That makes the time delay a waiting room. Anyone who adds to cart, starts checkout or buys during the delay gets skipped when the email is due. They are already in the right flow. This one steps aside.
Klaviyo's own setup guide lists the filters. Add all of them:
Placed Order zero times since starting this flow
Started Checkout zero times since starting this flow
Added to Cart zero times since starting this flow
Has not been in this flow in the last 30 days
Klaviyo marks the Added to Cart filter as needed only if you run a separate cart flow. You should be running one. So add it.
The 30-day filter matters more than it looks. Without it, someone who browses your store every day gets this email every day. Your most interested visitors become your most annoyed ones.
This is also why the first email waits 2 hours. A short delay gives the shopper time to come back on their own. If they add to cart in that window, the cart flow takes over and the browse email never sends.
What goes in a browse abandonment flow
Field Value Trigger Viewed Product Filters Placed Order, Started Checkout and Added to Cart zero times since starting this flow; not in this flow in the last 30 days Emails 2 Timing 2 hours, 24 hours Exit condition Placed order One job Get them back to the product pageEmail 1, at 2 hours. The product they looked at. Name, image, price, one button back to the page. Nothing else. Klaviyo's guide pulls these from the event itself, with tags like {{ event.Name }} and {{ event.URL }} inside a static block. Keep it short enough to read like a note.
Email 2, at 24 hours. Answer the question they did not ask. Reviews for that product. Sizing help. Shipping times. Your returns policy. Pick the one doubt that stops most people on that page, and remove it.
No discount in either email. Someone who glanced at a page has not told you price is the problem. Hand them a code and you teach them that browsing pays. Save incentives for the end of the cart flow, if you use them at all.
Why is my browse abandonment flow so quiet?
Because it can only see people you already know.
Klaviyo logs Viewed Product only for visitors it can identify. A Klaviyo community answer puts it plainly. To log the event, "you must first be cookied on the browser". That happens when someone signs up, clicks one of your emails, or buys.
An anonymous visitor who browses and leaves never enters the flow. No profile, no email.
So the size of this flow is set somewhere else. It depends on your signup form and your welcome email flow. Every person your signup form identifies is a person this flow can reach later. Grow the list and this flow grows with it.
If the flow is quiet even so, check two things:
- In Klaviyo, open Analytics, then Metrics, and look for Viewed Product. If it is not logging, the flow has nothing to fire on.
- If your theme uses custom product pages, the tracking snippet may be missing from them.
Where this sits in the system
Browse abandonment is 4 of 12. It is the first of 3 abandonment flows, and the earliest stage of intent.
Viewed Product feeds Added to Cart, which feeds Checkout Started. Each flow down the line is stronger, and each earlier flow steps aside for the next one. Browse hands off to the abandoned cart flow. Cart hands off to the checkout abandonment flow. Build all 3 with the filters above and no shopper ever gets two of them at once.
For the full build order across all 12, start at the ecommerce customer retention hub.
Get the whole system
This is 1 flow of 12.
12 flows, 37 emails, one job: repeat purchases. Every trigger, every send delay, every exit condition, written out so you can build them this month.