Klaviyo Browse Abandonment Flow: Setup, Timing, 5 Examples
A Klaviyo browse abandonment flow should be one or two light emails sent within hours, filtered so it never fights your abandoned cart flow. Here's the setup, the timing and 5 real emails.
A Klaviyo browse abandonment flow works best as one or two light emails, sent within a few hours of someone viewing a product, and filtered so it shuts off the second that person adds to cart or starts checkout. Trigger it on Viewed Product. Wait at least an hour (I use two to four). Answer the product's biggest question, show two alternatives, skip the discount. That's the whole flow.
Most stores I audit get one of two things wrong. Either the flow is switched off because someone was scared of "annoying people," or it's on with no filters, so a shopper gets a browse email, a cart email and a checkout email inside the same afternoon.
The first store is leaving money on the table. The second is shouting at its warmest buyers.
What is a Klaviyo browse abandonment flow, and who does it reach?
It's an automated email that goes to someone who looked at a product and left without adding it to the cart. No cart. No checkout. Just a view.
Klaviyo's help article on creating a browse abandonment flow says the flow is triggered by the Viewed Product metric, and it calls the email "a lighter touchpoint" than abandoned cart, because a view shows less buying intent than a cart.
Here's the catch most founders miss. The flow only reaches people Klaviyo already knows. An anonymous visitor from a Meta ad can view your hero product five times and never get this email. So the size of your browse audience depends on two things: how big your list is, and how many of those subscribers are clicking back to your store.
That's why I build the welcome flow first. Every new subscriber it creates is a future browse abandonment recipient.
A browse email can only reach the people your list already caught. Grow the list and this flow grows with it.
How do you set up the viewed product flow in Klaviyo?
Five steps. About 20 minutes if your Shopify integration is already live.
- Turn on the Klaviyo app embed in your Shopify theme.
- Create a flow triggered by Viewed Product.
- Add the four flow filters below.
- Add a time delay of two to four hours.
- Build the email with the viewed product's name, image, price and link.
On step 1, Klaviyo's Shopify onsite tracking guide says Viewed Product is enabled by default and starts tracking once you turn on the app embed. Added to Cart is different. It needs the separate "Track behavioral events" setting. Turn that on too, because your filters depend on it.
On step 5, the help article recommends a Static block (not a Dynamic one) and the event tags {{ event.Name }}, {{ event.Price }} and {{ event.URL }}, plus event.ImageURL for the picture. Translation: the email shows the exact product they looked at, not a random bestseller.
And leave Smart Sending on. Klaviyo's own setup guide says so, and it's one more guard against stacking emails on the same person in the same day.
Which filters stop browse abandonment from cannibalizing your abandoned cart flow?
This is where most flows break. And it's the real reason founders turn the flow off.
Without filters, a shopper who views a product, carts it, then starts checkout qualifies for three flows at once. Here's what that looks like on one hypothetical shopper with a three-email browse flow, a three-email cart flow and no filters:
One shopper views a product, adds it to cart, and leaves. Unfiltered: full browse flow plus full cart flow. Filtered: the browse flow exits the moment they add to cart.
Six emails in two days for one bedsheet. That's how unsubscribes happen.
Klaviyo's help center lists the fix. Add these as flow filters, in this exact wording:
| Flow filter | What it does |
|---|---|
| Placed Order zero times since starting this flow | Stops emailing the moment they buy |
| Started Checkout zero times since starting this flow | Hands checkout starters to your checkout flow |
| Hasn't been in this flow in the last 30 days | Stops a daily browser from getting an email every day |
| Added to Cart zero times since starting this flow | Hands carters to your cart flow (use it if you run an Added to Cart flow) |
Watch what happens with those in place. The browse flow only ever talks to people who looked and did nothing else. The second they cart, they move to the abandoned cart flow, which is built for warmer buyers. One person, one conversation.
Browse abandonment doesn't cannibalize your cart flow. Missing filters do.
What timing works for a browse abandonment email?
Klaviyo's only hard rule is a time delay of at least one hour. Here's what I run:
- Email 1, two to four hours after the view. The product's still in their head. Lead with the product image and the one question that decides the sale.
- Email 2, about 24 hours later. Reviews, a comparison, or two alternatives in case the first product wasn't the right fit.
- Stop there.
I'll be honest about the disagreement. Klaviyo's browse abandonment email guide, published in 2022, suggests at least three emails plus a text message. For a cart flow, I'd agree. For a view? I think the third email is mostly noise. Someone who ignored two good emails about a product they looked at once isn't waiting for a third. They're waiting for a reason to unsubscribe.
The same guide gives a useful reason to keep the flow on, though. It says browse abandonment emails convert at 0.96%, which Klaviyo puts at 9.6 times the 0.10% average campaign. Abandoned cart emails in that same data convert at 3.55%. Lower intent, lower conversion, but a far bigger audience, because way more people look than cart.
5 browse abandonment examples worth stealing from
All five come from Klaviyo's browse abandonment guide. None of these brands published results for these emails, so I'm grading the copy and the move, not inventing revenue.
| # | Brand | Subject line | The move | Where it fits |
|---|---|---|---|---|
| 1 | Charlotte Stone | "We noticed you noticing us…" | Humor, a compliment, one product, one button | Email 1 |
| 2 | Neptune | (not quoted) | Big product image, benefits first, then a code | Email 2, educational |
| 3 | Girlfriend Collective | "Take another look + 30% off" | Discount up front, related products | Repeat viewers only |
| 4 | Credo | "Get it before it's gone" | Urgency, free shipping, loyalty points | Email 2 |
| 5 | Sivana | "Your item is going fast!" | Scarcity throughout | Email 2, if stock is truly low |
1. Charlotte Stone. "We noticed you noticing us…" is the best first email of the five. It's playful, it doesn't pretend the shopper left anything behind, and it puts the product and one button front and center. It reads like a person tapping your shoulder. Copy the tone, not the line.
2. Neptune. Klaviyo describes it opening with a striking product image and leaning on benefits, "easy breathability and extreme comfort," before it ever mentions a code. Benefits first is the right order for a browser. They looked because they were curious. Feed the curiosity.
3. Girlfriend Collective. 30% off in the subject line. It'll get opened. It'll also hand 30% to people who might have paid full price tomorrow. Run the math on a store like this, a hypothetical: 30 browse-flow orders a month at $90 each. A 30% code in email 1 gives away $27 per order, which is $810 a month to people who only looked. If you want an offer in this flow, put it behind a conditional split for people who viewed the same product two or three times.
4. Credo. "Get it before it's gone" plus free shipping and the shopper's loyalty points. That's a smart second email for a past customer, because it reminds them what they already earned. For a cold subscriber, I'd swap the points for reviews.
5. Sivana. "Your item is going fast!" works only when it's true. If your inventory isn't actually low, a fake scarcity line burns trust for the next email too. Use it when stock is real and say the number.
A view is a question, and a coupon doesn't answer it. Answer the question first.
Can Klaviyo's AI build your browse abandonment flow?
It can draft it. Klaviyo's August 2026 Composer announcement says Composer builds a flow from a plain-language prompt, writes copy for each email, push and text message, and returns everything as a draft you preview, edit and approve before it goes live.
So prompt it with the setup above: Viewed Product trigger, two emails, a two to four hour delay, then 24 hours, no discount. You'll have copy in minutes. We broke down what it's good at (and where it guesses) in our Klaviyo Composer post.
What AI won't do is check your filters. I'd open the flow settings by hand and confirm all four are there. That part takes two minutes and decides whether the flow helps or hurts.
Why do browse abandonment emails still not convert?
Because the button goes back to the page they already left.
I see founders rewrite browse emails three times while nobody looks at the product page those emails point to. The email earns a second visit. The page has to close it. If the page didn't answer the shopper's question the first time, a nicer email won't change that. (Our guide to writing a product page for email traffic covers what returning visitors need to see.)
Here's what happens when the page does its job. One bedding product we rebuilt, Cooling Bamboo Sheets, went from a conversion rate of 1.0% and an average order value of $125 to a conversion rate of 4.3% and an average order value of $254. Revenue per visitor went from $1.25 to $10.92. On 10,000 visitors, that's $109,200 instead of $12,500. See the full case study numbers. Real client numbers, not typical results, and not a promise of what your store will do.
At RevenueFlows AI, Ishan Soni and the team chase revenue per visitor first, because every flow you run, browse abandonment included, pours visitors back into that number. If you want to test whether your emails or your page is the weak link, our post on whether abandoned cart emails work walks through it, and the full build order lives in our Klaviyo flows for Shopify guide.
What to do next
Open Klaviyo today and check two things. Is your browse abandonment flow live? And does it have all four filters? If it's off, turn it on with two emails. If it's on without filters, add them before anything else. Either fix takes under 20 minutes.
Book Your Profit Audit
A browse abandonment flow can only bring people back to the page that didn't close them the first time. Book a profit audit and we'll show you where that page leaks and how to rebuild a high-converting product sales page in less than 15 minutes.
Or go here to check it out → revenueflows.ai
P.S. A filtered browse flow starts a conversation. An unfiltered one starts an unsubscribe.
Frequently asked questions
What triggers a browse abandonment flow in Klaviyo?
The Viewed Product metric. On Shopify it starts tracking once you turn on the Klaviyo app embed, and it only fires for people Klaviyo can identify, which means subscribers and past customers, not anonymous visitors.
How do I stop my browse abandonment flow from colliding with my abandoned cart flow?
Add flow filters. Klaviyo's help center recommends Placed Order zero times since starting this flow, Started Checkout zero times since starting this flow, and a filter so nobody re-enters within 30 days. If you run a separate Added to Cart flow, also add Added to Cart zero times since starting this flow. The moment someone carts, the browse flow steps aside.
How long should I wait before sending a browse abandonment email?
Klaviyo says at least one hour. I like two to four hours for the first email and about 24 hours for the second. Close enough that they remember the product, far enough that they've had a chance to buy on their own.
How many emails should a browse abandonment flow have?
One or two. Klaviyo's 2022 guide suggests three emails plus a text, but this person only looked. Two light emails catch most of the people who were going to come back, and a third mostly trains them to ignore you.
Should a browse abandonment email include a discount?
Not in the first email, and usually not at all. A view is the weakest buying signal you get. Save offers for people who viewed the same product more than once or who started checkout, and let the browse email answer the product's biggest question instead.