Programs & flows
Browse abandonment
Also known as: browse recovery
A triggered email program for logged-in users who viewed specific products but didn't add to cart — one of the highest-ROI lifecycle programs for e-commerce, pairing intent signal with personalised product content.
Browse abandonment is a triggered email program for users who viewed one or more products (usually PDP-level depth) but didn't add to cart. The email reminds them of the product(s) viewed, often with social-proof ratings, stock indicators, or related items. Trigger timing: 30 minutes to 2 hours after session end is the performance sweet spot — long enough to not feel creepy, short enough that intent is still warm. Performance benchmarks: open rates 35-50%, click rates 10-18% (both well above promotional-campaign benchmarks because the intent signal is strong). Key distinction from cart abandonment: browse catches users earlier in the funnel, when they're still evaluating. Typical suppression: registered users only (anonymous browsers don't produce an email), exclude recent purchasers (7-14 day window), exclude users already in higher-intent flows.
Read next
Browse abandonment: the program that sits between ads and cart
Browse abandonment catches the users who viewed a product and left without adding to cart. Smaller per-user lift than cart abandonment. Ten to twenty times the trigger volume. For most programs it's the biggest revenue lever you haven't shipped yet.
Abandoned cart emails: what actually works
Cart abandonment is the easiest program to get wrong because the defaults work well enough to hide the problem. Here's the structure that actually moves incremental revenue — timing, sequencing, and the discount policy most teams have backwards.