Browse Abandonment Emails: Epic Examples, Tips, & Subject Lines

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13 best browse abandonment email examples

60 attention-grabbing subject lines for inspiration

Why should you personalize emails based on shopping journey?

10 tips to drive more sales through browse abandonment emails

Many shoppers look around your store, search for products, but don’t add to the cart.

And this is where browse abandonment emails come in: they’re sent to bring those shoppers back, sometimes with an offer, a discount, or something else of value.

The good news is - browse abandonment emails do really well for stores with a 50.5% higher click-through rate compared to traditional emails.

But there’s a catch - your browse abandonment emails will have to stand out from the crowd.

13 Best Browse Abandonment Email Examples

Browse abandonment email examples for first-time shoppers

Browse abandonment email examples for repeat shoppers 

Browse abandonment email examples for all shoppers

5 Browse Abandonment Email Examples For First-Time Shoppers

1. Welcome them with a bang

Begin with a warm greeting to welcome the shopper back to your store.

Acknowledge their recent browsing activity and express excitement that they're considering your products.

Showcase what sets your products or brand apart from the competition.

Whether it's quality, affordability, or unique features, emphasize why the shopper should choose your products.

Browse Abandonment Email Example - Good Pair Days

Why we like this browse abandonment email example

• The bold “Free” messaging that instantly attracts attention
• Copy that builds a story 
• Brand colors and design to differentiate in the inbox 

2. Offer something ‘free’

Highlight the perceived value of the free offer.

Instead of just stating what the offer is, explain why it's valuable and how it can benefit the shopper.

For example, "Free Gift Inside - Just For You!" or "Claim Your Freebie Now!"

Clearly state what the free offer is and why it's valuable.

Whether it's a free sample or consultation, or other incentive, emphasize its benefits and relevance.

Also, explain how to redeem the free offer.

Include any necessary steps or codes they need to use to claim their freebie.

Browse Abandonment Email Example - Living proof.

Why we like this browse abandonment email example

• A timeline to create urgency
• Crisp copy that sums up the USP

3. Show off your USPs

Craft your email messaging to specifically highlight your key USPs.

Whether it's superior quality, unbeatable prices, or exceptional customer service, make sure your USPs are front and center in your email content.

Start your email with a headline that succinctly communicates one or more of your key USPs.

For example,"Unbeatable Prices on [Product Category]."

Include social proof such as customer reviews, ratings, or endorsements that reinforce your USPs.

Real-life examples of satisfied customers experiencing the benefits of your products can be highly persuasive.

Browse Abandonment Email Example - Prose

Why we like this browse abandonment email example

• Spotlight a review
• A step by step guide on how the product can be used
• Copy that personalizes the shopping experience

4. Offer targeted samples

Segment your email list based on the recipient's browsing behavior, interests, or past purchases.

This way, you can tailor the sample offer to each shopper's preferences.

Highlight the benefits of trying the samples, such as experiencing the quality of your products firsthand, discovering new favorites, or solving specific concerns.

Use actionable language such as "Claim Your Samples Now" or "Get Your Free Samples Today" to prompt immediate action.

Clearly outline how recipients can redeem their free samples, whether it's by clicking a link to a landing page, entering a promo code at checkout, or visiting a physical store location.

Browse Abandonment Email Example - Spot & Tango

Why we like this browse abandonment email example

• Copy that puts the end customer in spotlight with just right amount of emotional connect
• Illustration based to make it look interesting

5. Offer ‘personalized’ reccomendations

Frame the recommendations as an opportunity for shoppers to discover new and exciting products they may not have considered before.

Set up behavioral triggers to send browse abandonment emails in real-time when a recipient shows interest in specific products.

This ensures timely delivery and increases the likelihood of engagement.

Incorporate seasonal or trending products that align with the shopper's interests or browsing history.

These items may be more likely to capture their attention and encourage them to revisit your site.

Browse Abandonment Email Example - Stitch Fix

Why we like this browse abandonment email example

• Image focused email to create recall
• Thematic reccomendations

3 Browse Abandonment Email Examples For Repeat Shoppers 

1. Show value to existing customers

For returning shoppers, start by expressing genuine appreciation for their past purchases and loyalty to your brand.

A simple "Thank You" can go a long way in making customers feel valued.

Reference their recent browsing activity or past purchases to personalize the email and remind them of their positive experiences with your brand.

Browse Abandonment Email Example - Prose

Why we like this browse abandonment email example

• Copy that offers gratitude
• Focus on how the brand has built their community

2. Gauge interest for new product launches 

Provide a sneak peek or teaser of the new product without giving away too much information.

Show high-quality images or graphics of the new product to visually engage shoppers and give them a better sense of what to expect.

Visuals can help to build anticipation and excitement.

You can also create a sense of exclusivity can encourage shoppers to take action and engage with the new launch.

Browse Abandonment Email Example - Samsung

Why we like this browse abandonment email example

• Copy that builds mystery
• CTA that gauges interest

You should also check out: 15 Top Examples of eCommerce Teaser Emails (+ Templates)

3. Remind them about loyalty program 

Consider implementing a tiered rewards system where customers can unlock progressively better perks as they move up through different membership levels.

Highlight these tiers in your email to incentivize sign-ups.

Emphasize the sense of community and belonging that comes with being part of your loyalty program.

Mention any online forums, social media groups, or events where members can connect with each other.

Encourage existing members to refer their friends to the loyalty program by offering additional rewards or bonuses for successful referrals.

This can help grow your program organically.

Browse Abandonment Email Example - Target

Why we like this browse abandonment email example

• Outlines different benefits
• Welcoming copy

5 Browse Abandonment Email Examples For All Shoppers

1. Bundle up

Use phrases like "Complete Your Look with Our Exclusive Bundle" or "Save Big with Our Limited-Time Bundle Offer" to entice shoppers to open the email.

Provide exclusive bundles or options for customization based on the recipient's preferences.

Let shoppers select from pre-selected bundles or create their own bundle by selecting individual products.

This gives recipients a sense of control and personalization.

Browse Abandonment Email Example - Oh Norman!

Why we like this browse abandonment email example

• Brand specific design
• (Dog) Friendly copies

2. Low stock alert messaging

Use language that conveys a sense of urgency, such as "Don't Miss Out" or "Act Fast Before They're Gone."

You can also include a countdown timer in the email to visually highlight the remaining time until the product sells out or the offer expires.

If the product sells out, follow up with restock notifications to inform shoppers when the item is available again.

This shows that you value their interest and encourages them to revisit your website in the future.

Browse Abandonment Email Example - Muji

Why we like this browse abandonment email example

• Copy that creates urgency
• Product image to build recall

3. Offer compelling discounts 

Clearly state the discount or promotion being offered in the email subject line and body.

Use a prominent call-to-action button like "Claim your discount" that directs shoppers to the product page where they can take advantage of the discount offer.

Show the original price of the abandoned items and the discounted price to illustrate the value proposition.

Browse Abandonment Email Example - Muji

Why we like this browse abandonment email example

• Unique discounts that easy to apply
• Shows off different categories

4. Be inclusive 

Include images in your email that reflect diversity in terms of race, ethnicity, age, gender, and body type.

Showcasing a range of diverse individuals can help all shoppers feel represented and included.

Include products that are inclusive and accessible to people of all abilities, sizes, and backgrounds with a diverse range of products in your email that cater to different preferences, needs, and lifestyles.

Feature stories or testimonials from diverse customers who have had positive experiences with your brand or products.

Browse Abandonment Email Example - Stitch Fix

Why we like this browse abandonment email example

• Impactful graphic to go along with the inclusive copy

You should also read: 35 Thanksgiving Email Examples For 2024 (eCommerce)

5. Check in to see what’s working 

Asking for feedback through browse abandonment emails is like reaching out for a chat with your shoppers after they've received a few emails.

Use language that is conversational and casual to make shoppers feel comfortable sharing their feedback.

Instead of asking generic questions, be specific about what you'd like to know.

Ask targeted questions about their preferences, and any challenges they encountered while navigating your website through the emails.

Browse Abandonment Email Example - Good Pair Days

Then after a few days, I received this email to select my preferences:

Need Inspiration? Create Attention-Grabbing Subject Lines For Your Browse Abandonment Emails

Creating subject lines that convert like crazy isn’t as hard as you think. 

One simple trick is to use the Curiosity Gap.

Reveal a part of the information in the subject line and withhold the rest.

Take help from your preview text. 

This gear is worth another look — Make it yours before it sells out.

Here are 60 attention-grabbing subject lines for browse abandonment inspiration:

• "Still Thinking About [Product]? It's Waiting for You!"
• "Don’t Miss Out on Your Favorite Items!"
• "Spotted Something You Like? Come Back to Your Cart!"
• "Your Shopping Bag Misses You!"
• "The [Product] You Loved is Almost Gone!"
• "Need More Time? Your [Product] is Still Here!"
• "Did You Forget Something? Complete Your Purchase Now!"
• "Your Perfect [Product] is Still Available!"
• "We Saved Your Favorite Items Just for You!"
• "Hurry! [Product] Won't Be Here Forever!"
• "Good News! Your Favorite Items Are Still in Stock!"
• "Last Chance! Don’t Let Your Favorites Slip Away!"
• "Act Fast! [Product] is Selling Out Quickly!"
• "Come Back for [Product] and Enjoy an Exclusive Discount!"
• "Your Dream [Product] is Waiting for You!"
• "Don't Miss This: Your [Product] is Still Available!"
• "Limited Stock Alert! Secure Your [Product] Now!"
• "Your Cart is Lonely Without You!"
• "You Left Something Behind! Come Back for [Product]!"
• "Exclusive Offer: Complete Your Purchase Today!"
• "Just for You: Your Favorite Items are Still Here!"
• "Ready When You Are: [Product] is Still in Your Cart!"
• "The [Product] You Loved is Calling Your Name!"
• "We’ve Reserved [Product] Just for You!"
• "Don’t Wait! [Product] is Going Fast!"
• "Your Favorite [Product] is Back in Stock!"
• "Before It's Too Late: Get Your [Product] Now!"
• "Catch It Before It’s Gone: [Product] Awaits!"
• "Your Wishlist is Waiting for You!"
• "Don't Miss Out on These Must-Have Items!"
• "It's Not Too Late! Complete Your Purchase Today!"
• "Ready to Make it Yours? [Product] is Waiting!"
• "Still Deciding? Your [Product] is Here!"
• "Good Things Come to Those Who Shop!"
• "Back for More? Your [Product] Awaits!"
• "You Were So Close! Finish Your Order Now!"
• "The Clock is Ticking: Grab [Product] Now!"
• "A Friendly Reminder: [Product] is Still Available!"
• "Come Back and Claim Your [Product]!"
• "Your Next Favorite Purchase is Waiting!"
• "Hurry! [Product] Won’t Be Here Forever!"
• "You’re Just One Click Away from [Product]!"
• "Your Cart Called – It Wants You Back!"
• "Limited Time Only: Get [Product] Now!"
• "Your [Product] is Almost Gone! Act Now!"
• "We Saved Your Spot! [Product] is Waiting!"
• "Don’t Leave [Product] Behind!"
• "The [Product] You Want is Still Here!"
• "One Last Chance: Secure Your [Product]!"
• "Still Interested? [Product] is Just a Click Away!"
• "Don’t Forget Your Favorites! [Product] Awaits!"
• "Your [Product] is Still in Stock – But Not for Long!"
• "Exclusive Alert: [Product] is Still Available!"
• "Don't Miss Your Chance to Own [Product]!"
• "Your Cart is Lonely Without You – Come Back for [Product]!"
• "Quick! Your [Product] is Still Here!"
• "Make [Product] Yours Before It’s Gone!"
• "You Left Something Behind – Return for [Product]!"
• "Ready to Buy? [Product] is Waiting for You!"
• "Don’t Miss Out on [Product] – Limited Availability!"

These subject lines aim to capture attention, create urgency, and remind the customer of their interest in specific products, encouraging them to return and complete their purchase.

Do check out: eCommerce Splash Page: 17 Attention-Grabbing Examples

Why Should You Personalize Emails Based On Shopping Journey?

Personalizing emails based on a customer's shopping journey offers numerous advantages:

• Enhances relevance and engagement
• Improves customer experience
• Increases conversion rates
• Reduces cart abandonment
• Strengthens customer loyalty
• Provides valuable insights
• Enables effective cross-selling and upselling
• Improves brand perception
• Reduces unsubscribe rates
• Optimizes marketing spend for better ROI

Personalize your emails better by segmenting subscribers according to:

a) High-intent shoppers 

Shoppers who actively use the search bar, browse product categories, check out reviews, and return policy are high-intent shoppers. 

Send emails containing: 

• Customer testimonials with well-rounded insights—for example, value, quality, length, comfort, and sizing for clothing apparel
• Testimonials including age, skin type, and concern for skin care products
• Early access deals, best sellers, and first-time discounts 
• Trust badges from recognized authorities such as FDA to drive trust 

Browse abandonment emails sent to high-intent buyers can help you reclaim 10 to 15% of lost sales. 

Also check out: 40 Abandoned Cart Email Examples That Actually Win Back Lost Customers

b) First-time customers 

First-time customers may still not know what they want. You can send: 

• Interactive emails with product recommendation quizzes—they have a click-to-open rate of 73% 
• Emails containing product videos of starter products(increases your CTR by 300%) 
• First-time discounts to new customers to encourage them to purchase—80% of customers feel encouraged to buy from a brand for the first time 
• Emails offering BNPL payment options encourage customers to buy products they couldn’t afford(45%) 

c) Repeat shoppers 

Repeat customers have a greater LTV and are your brand advocates. Woo them with emails having: 

• Loyalty programs offering benefits such as member-only prices, exclusive access to upcoming products, experiences, etc 
• Access to limited edition drops and product launch invites 

Access your customer data from CRM, Google Analytics, etc to drive personalization.

10 Tips To Drive More Sales Through Browse Abandonment Emails

1. Don't send the same content to everyone

Browse abandonment happens at 4 different touch points of the funnel, namely: 

a) Homepage abandonment 

Your shoppers leave after landing on your homepage. Bring them back by educating them with a quiz.

Feature your best sellers. Encourage customers to take another look with incentives such as free shipping and easy returns. 

b) Category Abandonment 

As the name says, category abandonment occurs when your shoppers browse your category pages but leave without moving to the product page. 

To convert them—send product recommendations from the relevant category. Offer deals on categories like the one below.

c) Product page abandonment 

In this occurrence, the shopper interacts with the product page but never adds to the cart.

These recovery emails must contain product information and options similar to the one below.

d) Search abandonment 

Search abandonment occurs when shoppers exit your site after using your site search to find a product, model, feature, SKU, etc. 

To woo these shoppers, include product recommendations closely matching the search term. Offer first-time customer deals.

A welcome addition—product comparison info demonstrating how you are different from others.

2. Leverage Power of Regret

Customers like happy experiences.

Tell them how missing out on buying your product could make them regret it.

You also have to be mindful of the tone and phrasing.

Use contractions and exclamations to make it conversational. It helps convey messages in the right tone.

Make active voice your ally.  

The trick is to write as you’re talking to a friend—use second person pronouns like you, your, and yours well.

3. Keep your content scannable

People read from their minds — not eyes. Make content easy to scan.

Use bullet points. Stick to 3 sentences in a paragraph.

Break your content into small chunks so readers find it easier to read. 

Don’t use words exceeding four syllables— for instance, satisfyingly and knowability.

They confuse your readers. Add subheadings for a natural flow, for a better reading experience on mobile devices.

Here’s a quick template for you to borrow from:

Hey [name], we caught you snooping 👀

And we are SO GLAD we did!

Our customers are the backbone of our company, and nothing makes us happier than seeing them enjoy our products!

We know you liked our [product name] and we’re sure you’d want to see these too

<Product display>

—

Catch your fancy? Shop now

So, pop on over, tell us what you loved!

<Contact details & social media credentials>

4. Limit the number of emails you send

Just so you don’t end up in a spam box, follow a sequence you can stick to. It helps in improving your email delivery rate.

Here’s an ideal sequence for you: 

• Send the first email 30 minutes after the abandonment
• Second email 24 hours after the abandonment
• Third email 3 days after abandonment 

Remember, to offer different incentives for best results.

5. Write engaging pre-headers

The pre-header text appears right after the subject line in the recipient’s inbox.

Use this space to provide additional context or a teaser for what’s inside the email.

For example, "Don't miss out on the items you loved."

6. Wish list reminders

If a user has added items to their wish list, send periodic reminders about these items.

Highlight any changes, such as price drops or low stock, to prompt action. "Remember these items you loved? Now on sale!"

7. Upsell like a champ

Include higher priced products to increase perceived value.

You’d want to drive an emotional trigger using copy—This might go well with…. to get shoppers to act. 

Include recommendations that are better than the previous.

This invokes the Salience Bias—the tendency to focus on emotionally striking while ignoring the rest. 

Use Decoy pricing to increase your AOV.

List three products—place the lowest priced product, highest priced in the middle, and the second highest at the end. 

8. Make ‘Contact us’ prominent

Add your contact details just above the footer. You want your customers to spot it instantly.

Use negative space and link to your help section, support email, and store locator.

9. Include customer support options

Provide clear links to your customer support channels in the email.

This can include a direct link to a live chat, customer service email, or phone number.

For example: "Have questions? Our support team is here to help!"

This reassures customers that help is readily available, which can reduce purchase hesitation.

10. Behavioral exit surveys

Include a brief survey in your browse abandonment email asking why the customer didn’t complete their purchase.

Use questions like, "What stopped you from buying today?"

Provide multiple-choice options and an open-ended field.

Browse Abandonment Email Example - FAQs

1. What is a browse abandonment email?

A browse abandonment email is a type of marketing email sent to individuals who have visited a website or online store but did not complete a purchase.

These emails aim to re-engage the recipient and encourage them to return to the website to complete their purchase.

2. How do browse abandonment emails work?

Browse abandonment emails work by tracking users' browsing behavior on a website.

When a shopper visits a website and views specific products or pages but leaves without making a purchase, an email is triggered to be sent to remind them of the products they were interested in.

3. Are browse abandonment emails effective?

Yes, browse abandonment emails can be highly effective in re-engaging shoppers and driving conversions.

Studies have shown that browse abandonment emails have higher open and click-through rates compared to traditional marketing emails, making them a valuable tool for recovering lost sales.

4. Which browse abandonment email metrics sould you track?

Your browse abandonment emails might look good on the surface, but what’s your data telling? 

You might want to look at these metrics:

• Unsubscribe rate: The percentage of shoppers who have unsubscribed to your emails. 

How to calculate: Total number of unsubscribers/ Number of emails delivered 

• Compliant rate: This is the number of shoppers who have marked your email as spam.

How to calculate: Total number of complaints/Total number of emails delivered

• Conversion rate: This is the ideal stage you want to reach with your shoppers. Conversion rate is the percentage of shoppers who finally bought your product.

How to calculate: Total number of conversions/ Number of emails delivered 

• Bounce Rate: The percentage of emails sent which weren’t delivered to your recipient’s inbox.

How to calculate: Total number of bounces/ Number of emails sent

• Forward rate: The percentage of shoppers who forwarded your email to friends or shared the email by clicking the link inside the email.

How to calculate: Total number of forwards/ Number of emails delivered

• Campaign ROI: The return on the investment for your email campaigns.

How to calculate: ($ Sales - $ Invested) / $ Invested

• List growth rate: The percentage at which your email list has grown over time.

How to calculate: New Subscribers - New Unsubscribers + Email/Spam Complaints / Number of Subscribers x 100

Transform Email Marketing Into A Revenue Machine

Most eCommerce store owners don’t see email as a serious revenue stream.

Ask them about the importance of email marketing, and you'll hear: “we don’t really have a major strategy,” “we mostly use generic templates,” or “we just send emails to people on our list.”

BUT AT THE SAME TIME:

There are stores out there that drive 30%+ of their revenue from email marketing.

Engage can help you do the same - Book a free demo.

We’ll show you:

• workflows we can create for your store

• proven ways to drive 30% or more $$ from email alone, and

• successful templates and strategies from your industry (and others).