Browse Abandonment

Send an automated browse abandonment email filled with data about visited pages in your store.

Ira avatar
Written by Ira
Updated over a week ago

Browse Abandonment is intended to re-engage the briefest store visitors, those that only checked your website and didn't browse any of your products or add anything to the cart. Once the customer leaves the website, you can send them a short invite or a brief presentation of your business.

When setting up this Automation, you should also mind your customers' engagement with your brand. You shouldn't send many messages if they only visited your store once. Be careful, set the proper frequency, and ensure your workflows do not overlap.


Before you start

Automation setup

To create the Browse Abandoned workflow, proceed to the Automations tab → click on the Create workflow button and pick it from the list.

Automation trigger settings

The trigger for this workflow is preset to "Page Viewed." The trigger filter should be assigned with the Page URL in this Automation. However, you are not restricted to triggering the Automation for a particular page, as you can set the trigger to all pages containing a specific word.

For example, you may trigger the Automation for all customers browsing a particular catalog or products on sale.

Audience filter/Conditional Split

If you wish to trigger the Automation for a particular category of customers, you may add an Audience filter to the automation trigger settings. However, for Product, Abandoned Automation, and Audience, filter settings are limited to customers' properties only; therefore, it might be better to use Conditional Split.

For example, you may target the Automation to customers who recently didn't engage with your store.

Important! The message can be triggered only if the customer provides some personal data before viewing the Product.

Exit conditions

The default trigger in the Product Abandoned workflow is set to Order is Placed. If you have an Abandoned cart workflow, adding an 'Abandoned cart' exit condition is recommended to avoid sending emails from both workflows: Abandoned cart and Browser abandonment.

Therefore, the customers exit the workflow in the following scenarios:

  1. after receiving all messages;

  2. after adding products to the cart;

  3. after viewing some products;

  4. after placing the order (this cancellation trigger is added by default).


You can set the restriction to not trigger the same Automation for the specified period in the trigger settings. If the customer has visited your store several times within the same day, only one Automation will be triggered.

Since this Automation is intended to capture the attention of one-time visitors, we recommend setting the delay to 10 - 15 days to avoid sending too many emails to your loyal customers.

Content of the message

Unlike any other automation from the abandonment series, the Browse Abandoned trigger doesn't capture any information about your customers' activity, such as Products your customer has browsed or the link to the check-out your customers have started. You can still target this sequence with the pages your customer has browsed. You might send the corresponding information if he viewed the products from a specific collection or category.

You may add the content your customers would engage in in the message content and offer some exclusive offers or discounts.

Achieving better results

Even though Non-subscribed customers can trigger browsing Abandoned Automation, you still need to capture their email addresses. The best way to achieve that is to "warm-up" your account. In other words, you need to spread as many cookies as possible. How to spread cookies that will allow Omnisend to track abandoned carts:

  • Send more newsletters. Links in emails that direct to your website place cookies in recipients' browsers.

  • Turn on Omnisend Signup forms. If a customer signs up via an Omnisend signup form, we place cookies in their browser.

  • Woocommerce. For the Woocommerce platform, we also place cookies in customers' browsers after they place their first order. This means that after the first order, the customer is identified on your website, even if he didn't do any other things that would allow us to place cookies in their browser.

More cookies → More abandoned browsing tracked → More reminder emails sent → More customers engaged.


Like all other ecommerce features, Browse Abandonment reports are available in the Reports tab. It contains the standard list of reports: number of emails sent, open rate, click rate, sales generated, and removed. Month-by-month view and Activity feed with detailed information is also available.

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