# How to Build a Browse Abandonment Email Flow For MAXIMUM Profit (2026 Klaviyo Tutorial)

Channel: Emiel Dingemans | eCommerce Retention Marketing
Video: https://www.youtube.com/watch?v=UIzOZHvelHY
Duration: 17 min
Language: English
Words: 3159
Transcript page: https://viewrankai.com/tools/youtube-transcript/UIzOZHvelHY

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[0:00] If your browse abandonment flow is basically, hey, still interested and then 10% off, you're not doing browse abandonment, you're doing it wrong. You're bribing. Most ecom brands send a boring reminder or instantly throw a discount. [music] And that trains people to wait. So, let me show you the 2026 Clavio setup. So, triggers, exclusions, and messages that move people to buy before you discount. And if you don't know me, my name is Emil and I'm the founder of Magis, an e-commerce email and SMS marketing agency. Over the last 7 years, we've helped over 120 ecom brands scale revenue and profits with a reliable back-end system. All right,

[0:41] let's get into it. So, first of all, what is the browse benefit flow in case you don't know yet? So, it's automated email sequence sent to visitors who checked out a product. So, they've been on one of your product pages, but they didn't add the product to their cart. So, it's like saying, "Hey, we saw you were interested. Here's a reminder." So, what it does, it brings back visitors to the product that they've browsed. It tackles the hesitations by highlighting the benefits or reviews. It suggests complimentary items to spark more interest and it boosts your revenue by converting browsers into buyers. So, in short, in it's basically your secret

[1:17] weapon for turning Windows shoppers into paying customers. And if you're not using it, you're missing out on the easy wins. and why this flow is even more important than you think. Basically, because most brands, they obsess over the card abandonment flow. But here's the uncomfortable truth. So, by the time someone adds a product to their cart, they already have a strong intent. The real leverage is earlier in the customer journey. So, when someone views a product page and then leaves, they're

[1:46] not cold. They're just comparing. They're evaluating. They're thinking. And if you don't follow up, they'll buy from one of your competitors because that's typically what we see when they're watching your product page at the same time. They have three other tabs with the same product, but then from your competitors. So the browse abandonment flow is how you stay in the decision process and not with desperation, of course, not with instant discounts, but with controlled persuasion. So for brands that care about margin, LTV and structural growth, this flow matters more than people often realize. So the strategic role of the browse abandonment flow again let's be clear about intent levels. The browse

[2:26] abandonment flow, it's not the same as the card abrowment visitors, they've viewed the product page, they did not add it to the card. They're often comparing alternatives and they're they are in evaluation mode. So, it's midfunnel psychology and that changes everything. Uh, you're not recovering a lost sale yet. You're influencing a buying decision. It's a whole different game. So, that means that trust matters even more than urgency. Objection handling matters more than giving away discount. And positioning matters more than a promotion. And most brands get this wrong. They just treat their browse abiment flow like a weak cart abimement flow. And it's just not the same. It's a

[3:07] trustbuilding mechanism. So that's important to keep in mind. And before we go to the next point, I just wanted to mention I have a free email marketing course on my website that breaks down all the exact systems in more detail. It's completely free and cuts out all the fluff. So if you want to access it, check out the link in the description below. So how to structure a good high converting browse abandonment flow in

[3:34] 2026. So of course first of all the flow trigger it's a viewed product. We have a couple of flow filters. So place order zero times in starting this flow. Check out started zero times in starting this flow. Added to cart zero times in starting this flow and has not been in the flow in the last 30 days to uh have like a cool down period. Then for the structure itself we typically recommend a fourpart sequence where email one is just a simple reminder. Email two is the email where we're going to build that trust with your audience. And then email three and four is where we give away a

[4:08] discount. So, we're not going to give away discount in email one yet. We first want to convince them in other ways before we give away a discount. Now, let me show you how you can build this flow inside your Clavio account. So, we're here in one of our demo accounts and what we're going to do in the left menu, we're going to close. Then in the top right corner, we hit create flow and then start with the essentials. You can already see a browse embedment flow over here. So we're going to open this. We're going to call this browse embedment demo

[4:38] flow and we're going to use template. Then first we're going to set up all the flow filters. So uh allow re-entry after time period. So 30 days that's all good. Profile filters. So check out started zero times in starting this flow. Place order zero times in starting this flow. And then I also like to include added to cart. So this Claio account, this demo account is not linked to a Shopify store. So I don't have the Shopify add toart trigger. If you use a Shopify store, make sure to use the Shopify add toart trigger, not the API added to cardart. Super important. And then we're going to hit zero times since starting

[5:13] this flow and hit save. And then we have all the correct filters in place. Then the actual flow. So by default, Claio recommends to wait 2 hours. I like to always AB test anywhere between 30 45 minutes up to 2 hours uh for demo purposes. Let's keep this at 1 hour. Basically, the closer people are towards their purchase, the sooner you want to email them. So, with a side abandonment flow, it's anywhere between 2 to 4 hours. Browse abandonment already bit shorter. Our abandonment flow even shorter. Check out our abandonment flow, you can even send it off 15 minutes. So, you really want to close that gap. But

[5:49] with the browse management flow, anywhere between 30 minutes to 2 hours is like a good starting point. Then we have email one over here. Going to add another time delay after one day. Then we're going to clone this and make email two. This is email two. Then we're going to clone this one for another time delay and add email three. And then another time delay for email four as well. There we go. And what you want to have in

[6:17] every email is a dynamic product block. So the way you can make this, we just going to in this case we use like Clavio's default template. Uh so if you're going to go to the template and hit edit inside the template editor. So this is like the default template that we have from Claio. So we already have the dynamic product block and this just works. So what I like to do is take this dynamic product block and just save it as universal content and call this dynamic product block browse abandonment below. So we just take like Claio's um email flow, go to email one, we save it

[6:52] as universal content and then you can like edit it along the way to make it match your branding. That's just the easiest way rather than setting it up from scratch. This saves you like a lot of time. So now let's get into the flow itself. So, what you might have seen is that we just use a simple structure with four emails and there's no split between non- buyers and returning customers. And we do that on purpose because I always recommend with the browse abandonment flow to not split between new and returning buyers in most cases because this is where the browse abandonment flow is different from a card

[7:27] abandonment flow where I do recommend to split between returning customers and non- buyers because in a card abment flow the intent is high. They added a product to their cart, so they were close. The splitting between first-time buyers and returning customers makes sense over there. But the browse abandonment flow is different. These people are window shoppers. Their buying intent is low. As I mentioned before, they're comparing. They're evaluating the alternatives. They're probably also looking at your competitors. And because of that, we generally do not recommend splitting between returning customers and non- buyers. Because even returning

[8:00] customers, they are in comparison mode. That they bought from you before doesn't mean that they're going to buy from you again. They're probably unsure again if they should buy from you again if especially if that first experience was not like topnotch. So for the browser betterment, it's usually beneficial to offer a small incentive in the escalation stage or guide them towards a subscription option if applicable or offer like a bundle angle or present like a compelling reason to uh to act now even for returning customers. So the goal here is to convert low intent into action and not to protect your loyalty

[8:35] perception. Now there is one exception. So if your margins are extremely tight and I know there are like niches ecom brands out there who do have like super super tight margins then if you can absolutely cannot afford an offer uh to to offer an incentive to returning buyers then you can consider a conditional split. But for most ecom brands who are doing serious volume in all honesty, I think the incremental revenue from the converting browser benefitment traffic just outweights the marginal discount cost especially because these people were not high intent to begin with. So email one is just going to be a simple reminder. So timing matters. So we want to send this

[9:13] while they still remember you. So again, anywhere between 30 minutes to 2 hours after viewing the product on your website. Email itself should not be aggressive. So, it's not salesheavy. It just simply says, "Hey, you were looking at this. Are you still interested?" And this email alone will probably already recover like a good percentage of high intent browsers who simply got distracted. So, with this email, you're only going to capture like the high intent browsers. So, what needs to be inside a dynamic product block that shows the product that they viewed, a cla feed that recommends four other products based on the product that they viewed and some social proof, so

[9:47] reviews, user generated content, etc. So, an example over here. So, still thinking about it. Return to store now. So, above the fault section with a clear headline and call to action. Some body copy with the dynamic product block. Another call to action. And then you might like these based on like the product they added to the cart. And

[10:04] that's it. Super easy, super simple. Another example is from Giio. So, don't let this delicious moment pass. So, this is a really a visual email. We show the product that they've watched with a call to action. And then we show uh some user generated content/ reviews over here. uh to convince people to return to the store and buy these delicious biscotties. So that's also an angle that you can use. Then email two, that's where we really want to build trust. So if they didn't convert after email one, there is probably some hesitation, which is completely normal in the browse abandonment flow. So this email should focus on removing that friction and not

[10:41] by adding pressure. So think like a buyer. If someone is comparing, they're probably wondering like, is this worth the price? Is this legit? What if it doesn't fit or work or last? Is there a better alternative? So, your job here is not to sell harder. It's to reduce the uncertainty that this potential buyer has. And this is especially critical for higher AOV brands because yeah, they need like a lot more convincing. So, what needs to be inside? Uh first of all, your risk reversals. Any guarantees, trials, uh free shipping, free returns, etc. Any risk reversals that you have, you want to show them inside this email. And if you don't have

[11:18] any strong risk reversals, you just want to focus on social proof and of course a dynamic product block to guide them back to the product that they viewed. So an example over here from Smokco. So feeling on the fence uh with some risk reversals and social proof over here. We show them the product they viewed with

[11:34] some call to action buttons around it. And then we say, "Hey, your order is 100% risk-free with three more in-depth reasons why people should buy from this brand." Another example from from apparel outpost. So still thinking about this one fair again a high dynamic product block a CTA and then we give them a really solid reason to buy because every tea they buy feeds five rescue dogs. And let's be honest if you receive such an email you would buy immediately right? If your order feeds five rescue dogs I mean that's like a no-brainer. So a super simple but high converting email for this brand even with added a review over here. Then

[12:13] email three. By the time someone receives email three, we need to be realistic. So they viewed the product, they ignored the reminder, they didn't convert after the trust building and the risk reversals. So this is not forgetfulness anymore. This is just simple hesitation. They don't know if they should buy from your store. And hesitation usually falls into one of three categories. So it's price sensitivity, it's comparison shopping, or I'll buy later procrastination. So in tree is where we escalate. but intelligently. So the goal is to turn low intent into decision momentum and

[12:47] you have two strong options over here. So option one is a time-sensitive incentive. So we want to introduce a small incentive with a clear expiration date. So keep it at 48 hour discount just a simple email, clean design, oneclick call to action. So we don't want to over complicate this because this is not about training your audience to wait for discounts. It's about converting the midfunnel traffic that likely wouldn't convert otherwise. So if your margins are healthy, this is

[13:14] usually worth it for most eco brands. The second option is to push for a subscription model if you have it or a bundle push. So if you have replenishable products, subscriptions or bundles, this is an ideal moment to push them. So instead of discounting your one time purchase, you want to position it as subscribe and save 10%, a bundle and save more, starter kit discount, something like that. So this protects your margins while still giving them a reason to buy from you right now. So what needs to be inside? So a discount with a 48 hour deadline or a subscription/bundle push when applicable. So you show them a dynamic

[13:51] product block again and optionally you can show them product recommendations with the claio product feed. So show other products that might be interesting to them as well. So an example from sely. So 10% off just for you. Save 10% now. So with some body copy the code over here and then the dynamic road block and play now. So super easy, super simple. Another example from Lost Interiors. Enjoy 10% off today. Use code shop 10% off. Bring it home today with the dynamic road block and a call to action. And you might like these as well with three recommended products in this case and a reminder of the discount code

[14:26] once again. And then a call to action. And then in the footer bar for this brand since it's a furniture store uh we even highlighted they have a physical store to build that trust once again. So that's how you do email three. Then we have email four. So the last chance for the discount. So this is your last escalation. And this is where most brands overdo it. So instead of more banners, more urgency graphics, and more noise, we simplify. So we just want to send a plain text email from the founder. So short, direct and it has to sound like a uin, you know. So because

[14:59] at this stage like heavy design screams automation and plain text just feels personal. So we want to remind them of the discount code that you gave them in the previous email when has some urgency. So only 24 hours left and make it a plain text email from the founder or another team member from your team. Super simple example. Hi name found the name here. Just a quick note to remind you that your exclusive x% off expires tonight at midnight. CTA, thanks again for checking out our brand name and I hope to see you back soon. Super short,

[15:28] super easy, super personal. That's it. It's as simple as that. So, just a strategic reminder, we do not split browser benefits between new versus returning buyers in most cases because again, browse betterment is low intent. So, even returning customers are comparison shopping. So, the friction here is not loyalty, it's decision making. So unless your margins are extremely tight, running the same escalation logic for everyone usually drives more incremental profit. So just a reminder on that, I wouldn't recommend splitting this flow, but this is like the highest converting browse embedment structure that you can use for your ecom store in 2026. Now, this flow will convert high intent browsers into

[16:14] buyers. But if you don't connect it to a proper life cycle driven email system, you'll get some revenue, but not the full lift. The real results come when the whole retention machine works together. So, if you want us to build your life cycle driven email SMS system, that's what we do for seven to up to 9 figure eco brands. So, book a free strategy call with myself via the link in the description below. And all right, next watch this video about the most important email metrics to track because if you're not tracking the right numbers, you're optimizing based on vibes and vanity metrics. So a super

[16:50] important video to watch and it will probably give you a whole new perspective on your email setup. I promise you that. So I see you over

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