Essential eCommerce email sequences (part 3 of 10): Browse abandonment sequence
Let's get to it!
After reading this post, you'll know what browse abandonment is, what you need to build, emails to write, and the triggers + filters to set.
(In Klaviyo, sequences are called "flows." I use these two terms interchangeably.)
Why a browse abandonment sequence?
Browse abandonment is a type of "abandonment" sequence triggered by the visitor clicking on a specific product(s). Now that you have an idea of which products the visitor is interested in, the goal is to get them back on your site and move them down the funnel via a personalized email.
What you'll need
Web Tracking
Make sure you have "Viewed Product Tracking" setup. Guide: Klaviyo Web Tracking
Email Template
Use the same template (or similar) for all sequence emails so it's cohesive. Use Dynamic blocks to personalize: Dynamic Blocks Guide.
Coupon
A unique coupon that's only good for 48 hours. Guide here.
Triggers and Filters
Trigger: Send 2-4 hours after "viewed product."
Filter: Did not add to cart, start checkout, or place an order since starting the flow + Never been in flow the last 2 weeks.
Sample sequence emails
I reintroduce my original offer here (from the welcome sequence), but now only good within a two-day period.
Email 1 (2-3 hours after trigger): "We noticed you..." Sample email.
Email 2 (wait 1 day): Reiterate offer here + reasons to love the product and company. 24 hours left for offer.
Email 3 (wait 22 hours): Last chance here - 2 hours left for offer.
Notes:
Personalize! Though it's not 100% accurate (people can be click-happy), the visitors for the most part told you what they're interested in, so don't waste the opportunity by sending generic emails!
