7 browse abandonment email examples + best practices

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Taking a cue from browse abandonment email examples can be your savior if you’re struggling with a common scenario — shoppers visiting your website but not making a purchase.

Browse abandonment emails are a powerful way to re-engage shoppers so that they return and complete their purchases.

However, let’s be honest: not all emails are created equal. The best ones both remind and provide social proof to build trust and credibility.

With a 34.55% open rate and an 11.42% click-to-conversion rate, browse abandonment emails are getting popular.

Omnisend report, 2025

In this guide, we’ll explore the seven best browse abandonment email examples that can turn casual browsers into loyal customers. Plus, we’ll share browse abandonment best practices to help you craft emails that compel users to take action.

What is a browse abandonment email?

Browse abandonment emails are automated messages sent to email subscribers who were viewing products on your website but never placed an item in their shopping cart.

Sending such emails through email automation is an opportunity for marketers to get those known contacts to complete the purchase.

With browse abandonment emails, merchants can automate relevant messages to these window shoppers to remind them of their initial interest in their products. And since these messages are sent to email subscribers, they can utilize customer data to further personalize the messages, such as with product recommendations or incentives based on purchase history.

Browse abandonment emails are perfect for engaging customers in the middle of their customer purchase journey — and they work. Imagine a simple yet friendly email message saying: “Hey! Do a double-take. This iconic apparel won’t stick around forever!” can re-engage an abandoned shopper — and save on paid retargeting costs.

In general, these browse abandonment emails are often some of the most profitable messages sent from retailers’ email marketing programs.

They have a 0.37% open rate in 2025 and 3.23% click-to-sent, which is higher than cross-sell emails.

Here’s how they compared: 

Product and browse abandonment email examples

A well-timed email with the right messaging can turn casual browsers into loyal buyers. 

Let’s explore some real-world browse abandonment email examples from top brands and discuss the elements that make them engaging. These examples showcase how you can get creative and turn a shopper’s browsing session into a buying one:

1. Sometimes Always

As one of the best browse abandonment email examples, Sometimes Always makes the recipient feel special. The headline, “You’ve Got GREAT TASTE,” is flattering and builds excitement, while the following subheading creates urgency.

The opening line, “We noticed you checking out…” makes the customer feel seen. The email’s friendly tone also feels like a personal suggestion and isn’t pushy:

Why we like it

• The direct and engaging language
• Beautiful and well-structured design without distractions
• Product prices with CTAs make shopping easier
• Strong browse abandonment flow that keeps the recipient engaged

2. Alyaka

The elegance and persuasion in Alyaka’s browse abandonment email is noteworthy. The friendly yet compelling headline, “See anything you liked?” makes the reader rethink their browsing history.

This browse abandonment email example creates urgency by stating that the item is “going fast.” This triggers FOMO and drives immediate customer action. 

It features a clean, minimalistic design that keeps the focus on the product:

Why we like it

• Two CTAs with different navigation options
• Uncluttered layout with product recommendations
• A direct CTA that leads users to the product page
• Strategically placed content doesn’t overwhelm the reader

3. Long Tall Sally 

When it comes to re-engaging shoppers, Long Tall Sally’s browse abandonment email does a great job of encouraging them to review the collection they were interested in. 

The bold headline, “TAKE ANOTHER LOOK,” reminds visitors of the items they viewed. The “THESE CAUGHT YOUR EYE” section adds personalization to the email:

Why we like it

• Direct and inviting headline that encourages re-engagement
• Strong product focus with minimal distractions
• Multiple effective CTAs
• Personalized to the reader’s browsing history

4. RéVive Skincare

The skincare company RéVive takes a persuasive yet minimalist approach in this browse abandonment email example. The headline, “You’ve Picked Some Great Choices,” makes the customers more confident that they’ve made the right selections. 

The subtle 10% discount further incentivizes the customer to complete the purchase. Meanwhile, the product-focused layout keeps the message crystal clear:

Why we like it

• Personalized language that feels like a friendly nudge
• The use of a discount code as an incentive
• A clean, product-focused layout 
• A clear CTA that makes it easy to pick up where they left off

5. Toynk

Toynk creates one of the most colorful and engaging browse abandonment email examples. The subject line, “The item you viewed is pretty cool,” sparks curiosity and excitement. The bold phrase that follows, “Make it yours today,” compels the customer to want to buy the product and pushes them to a decision.

The colorful design and fun visuals create an inviting shopping experience:

Why we like it

• Informal and conversational email tone 
• Product recommendations with CTAs
• Clear product reminder paired with alternative recommendations
• Bold, high-contrast buttons

6. Danbury Mint 

Danbury Mint takes a personalized approach to product abandonment emails with the line: “WE SEE YOU HAVE GREAT TASTE.” This email acknowledges the reader’s interest and reinforces a sense of exclusivity by curating top products just for them. 

Greeting the customers with “Your favorites are selling fast” induces urgency, while including multiple product recommendations increases the chances of conversion:

Why we like it

• Uses flattery to build a positive connection
• Personalized product suggestions, maximizing the chances of purchase
• Clear and actionable CTA buttons
• Strong visual hierarchy ensures that key elements stand out

7. ASOS

ASOS has one of the best browse abandonment email examples with a more conversational approach and attractive visuals. The headline, “Oh hello again…” feels cheerful and inviting, which makes this a friendly reminder rather than a sales push. 

A list of popular brands below offers a chance to check out something different that might interest consumers, increasing the chances of purchase:

Why we like it

• Casual, relatable tone 
• Directly references browsing history without being pushy
• CTAs with different purposes to cater to all customer needs
• Simple product-focused design

Need a quick tutorial on how to design a results-oriented browse abandonment email? This short tutorial video by Omnisend highlights the strategies and offerings:

Browse abandonment email subject lines

Here are 20 browse abandonment-specific subject lines that caught our eye and might be worth testing with your audience:

1. Did something catch your eye?
2. Did you want it?
3. ✨Picked only for you ✨
4. Take a second look!
5. Did you have your eye on these?
6. (Customer name) — you have great taste!
7. We must say, you have good taste ❤️
8. Do a double-take
9. Is this your next (Product name)?
10. Were you checking us out?
11. Still thinking about it? We don’t blame you! 🤔
12. Psst… Your favorites are waiting! 🛍️
13. This one’s got your name on it 🎯
14. Don’t let (Product name) slip away! 
15. We noticed you left something behind… 👀
16. This (Product name) is so you. Do you agree? 😉
17. No pressure, but your picks are looking good! 👌
18. We’re holding this for you… but not for long! ⏳
19. You’re this close to making it yours! 🔥
20. We love your taste. Want to see why? ✨

No matter whether it’s these or other browse abandonment subject lines that you choose, don’t forget to make them short and compelling. This way, recipients will be intrigued to open and check out what’s inside.

Cart abandonment vs. browse abandonment vs. product abandonment

Although these three messages sound similar, they each work a bit differently. Let’s take a closer look at each and figure out how they differ:

• Cart abandonment emails: Sent to shoppers who place items in their shopping carts but leave without completing their purchase
• Browse abandonment emails: Messages that are triggered when a visitor lands on any page or product category on your site and then leaves
• Product abandonment: A form of browse abandonment where messages are triggered when a visitor lands on a specific product page and then leaves

Cart abandonment

Cart abandonment messages are some of the best-converting messages retailers send from their email programs. After all, they target shoppers who couldn’t come any closer to making a purchase.

Even though the average add-to-cart rate is only 12.6%, meaning your pool of shoppers eligible to receive abandoned cart emails make up a relatively small proportion of your site traffic (even less if you don’t have their email addresses), the messages generate high revenue because the recipients’ purchase intent is high — making these essential messages for any retailer.

Browse abandonment

Now, with browse abandonment messages, the rule remains the same — you can approach only those visitors you can identify as contacts in your email list.

But because they don’t need to place any items in their cart, the number of eligible people you’re able to target with browse abandonment emails is much larger. Although the messages won’t be quite as targeted as with cart abandonment emails, the content will be based on what the visitor viewed on your website. Sending these segmented messages to a larger audience will help increase sales.

Product abandonment

With product abandonment, messages are triggered when the visitor lands on the product page only, meaning the customer has shown interest in a specific product. This allows you to send more targeted messages than you would with a general browse abandonment strategy. And even though you may send fewer messages because of it, they are more targeted and more likely to convert.

To get a better understanding of the size of the audience and how each performs, see an example of an Omnisend client who recently launched all three workflows on the same day:

As you can see, because browse abandonment and product abandonment messages are targeted and timely, they are relevant to the audience. So, they worked well in converting window shoppers into actual customers. By waiting until visitors place something into the cart, you’re leaving money on the table.

Now that we’ve identified the value of browse abandonment messaging, how do we make one that appeals to customers?

Browse abandonment flow examples

A browse abandonment flow is typically an email series — but not just any series. While bombarding customers with too many emails can push them away, a well-structured workflow with thoughtful timing and content can keep your brand at the top of mind without being overwhelming.

You just need to focus on quality over quantity. Make sure each email delivers value, builds interest, and gently nudges the customer toward purchase.

Here’s an example of what this browse abandonment email workflow might look like:

The best sellers’ emails primarily remind potential buyers of their interest, and they encourage them to complete their purchase, leading to higher sales.

Writing creative content using email copywriting tips increases relevance, making your emails more effective. Plus, automating the process saves time and ensures consistent outreach, ultimately maximizing email ROI and driving revenue effortlessly.

This browse abandonment email example by Patagonia re-engages potential buyers with a distraction-free and smooth flow. It starts with a friendly greeting, visually appealing product highlights, and purposeful information to engage recipients by showcasing brand values, relevant content, and clear CTAs:

Another excellent browse abandonment flow example is by Neighbor. It effectively personalizes storage options by showcasing local listings and including direct CTAs. The layout is clean and attractive, making it easy for recipients to quickly compare choices and revisit their interests:

Best practices for creating browse abandonment emails

While browse abandonment emails can help you turn those “almost” shoppers into actual customers, it’s imperative to implement them properly for optimal results.

Use the following browse abandonment email best practices to craft emails that feel personal, engaging, and compelling: 

• Personalize the message using the customer’s name, referencing the specific products they viewed
• Set up an automated email flow with customizable triggers and filters for targeted reminders

• Include clear, action-driven, and eye-catching CTAs with visual buttons like “Shop now,” “Complete your purchase,” or “View your items”
• Add a sense of urgency using phrases like “Limited stock” or “Hurry before it’s gone,” but be careful not to be pushy
• Showcase the product with high-quality, detailed images of the browsed items
• Offer an incentive, such as discount codes, free shipping, or limited-time offers, to sweeten the deal
• Optimize for mobile with an easy-to-read, scrollable layout, large fonts, tappable buttons, and vertical design
• Avoid clutter and focus on bringing the customer back to the product
• Use A/B testing to experiment with different subject lines, images, CTAs, and content 
• Avoid overwhelming users with too many emails and space out these emails over a few days
  
  Set the frequency based on the customer’s behavior:

With a pre-built automation workflow, Omnisend lets you create detailed browse abandonment emails without a steep learning curve. The intuitive automation helps you save hours on creating workflows by letting you select the workflow you need and begin customizing:

Conclusion 

Armed with the abandoned browse email examples and best practices we’ve outlined here, you’re one step closer to re-engaging shoppers. 

The site abandonment email examples we’ve provided that contain simple reminders or an offer-packed message both prove that a little nudge can go a long way toward turning window shoppers into buyers.

So, if you’re looking for inspiration, check out browse abandonment emails from top brands to figure out what works best for your brand. 

Ready to win back those hesitant shoppers? Take cues from these winning email examples and turn those “maybe’s” into “yeses!” 

Browse abandonment email FAQs