Browse Abandonment Email for Home Goods

The trigger is the Viewed Product metric, not Started Checkout. A shopper looked at the Inga Solid Oak Dining Table, did not add it to cart, and left. Browse abandonment only fires for identified profiles, meaning a cookied subscriber, so you are emailing someone who already opted in. In Klaviyo that means klaviyo.js has to be firing on your product pages, and the flow filters out anyone who started checkout or placed the order after the view.

Timing follows the consideration cycle, not the impulse cycle. Furniture is not a $40 sweater. People measure, they check with a partner, they wait for a sale. Send the first email one to two hours after the last view, while the piece is still in their head. Send a second at twenty-four hours with the dimensions front and center. Send a third at five to seven days, and that is where a soft offer belongs. Browse flows for furniture convert at one to two percent per send, a fraction of a cart flow, but with average order values north of a thousand dollars each recovered sale is worth twenty to forty times what a fashion recovery is.

Offer discipline matters. Do not discount a made-to-order $1,640 table in the first email. Marking it down to chase a browser cheapens the brand and trains the list to wait. The first email gives the buyer the three things they actually need: real dimensions, the delivery story (lead time, white-glove, who carries it in), and the returns policy. If you reach the third email, the soft offer is free white-glove delivery, which on a table this size saves $200 to $300, or a free wood-sample box.

The copy leads with the exact piece by name and image, then answers the scale question every furniture buyer has. The hero names the Inga table. A scale block states the footprint in plain inches: 78 in long, 38 in wide, 30 in high, seats six, fits rooms 10 by 12 feet and larger. That single block is what makes the email work for furniture instead of reading like a generic reminder.

The CTA is one button back to the product page: See the Inga table again. One primary action. The only secondary is a quiet text link to free wood samples, for the shopper who is interested but three weeks from ready. The subject line names the piece: Still thinking over the Inga table? The preheader answers the unstated question: Seats 6. White-glove delivery included.

Email clients are not browsers. Outlook on Windows still uses Word to render HTML, Gmail strips code it does not like, and dark mode can invert your palette. This template compiles to the HTML email actually accepts.

The layout is nested tables, not divs or flexbox. A 600px container sits centered inside a full-width background table, with inner tables for the product card, the scale block, and the footer. Every visual style is inline on the element, so nothing collapses when a client drops the stylesheet. The headline, the dimensions, the delivery line, and the sign-off are all live text, not baked into an image. That matters here because furniture shoppers often open the email on a phone with images blocked, and the dimensions have to be readable the moment it lands.

The product image is the one place an image carries weight, and it has real alt text ("The Inga Solid Oak Dining Table, seats six, in a sunlit dining room") so the email still makes sense with images off.

The button is bulletproof. MJML's button component ships VML, a roundrect with a solid oak fill, wrapped in an Outlook conditional, and a styled anchor for every other client. So the CTA is a real clickable shape in Outlook, not a broken image or a thin underlined link. The head pins color-scheme and supported-color-schemes to light, plus the x-apple-disable-message-reformatting tag, so Apple Mail and dark-mode clients do not invert the warm off-white ground into a muddy gray. There is one mobile media query, the only one, that scales the headline down and widens the button. The type falls back from Fraunces and Hanken Grotesk to Georgia and Arial in Outlook, where web fonts do not load.

The flow is copy, paste, rebrand, wire the tags, test, send.

First, render the MJML to HTML and copy it. In Klaviyo, open your browse-abandonment flow email, choose the HTML editor or drag in an HTML block, and paste the markup. In Mailchimp, start a campaign, pick Code your own, then Paste in code, and drop the HTML in. Both editors keep the table structure intact.

Second, rebrand. Replace HALVOR & OAK with your store name and swap the product image URL (keep it near 520px wide so it stays sharp on retina). Update the product name, price, specs, and the dimensions block with the real footprint of the viewed piece. Recolor four hex values: the oak accent #a9794c (eyebrow, button, links), the ink #232020, the warm off-white ground #f4f1ec, and the walnut footer #3b2e25. Point every example.com link at your real product page, samples page, preferences, and unsubscribe.

Third, wire the ESP tags so the email pulls the item the shopper actually viewed. In Klaviyo, trigger the flow on Viewed Product and replace the static product with event variables: {{ event.Name }} for the table name, {{ event.URL }} for the product link, {{ event.Price }} for the price, and {{ event.ImageURL }} for the photo. Add a flow filter to exclude anyone who Placed Order or Started Checkout after the view. In Mailchimp, use an abandoned-product automation and the related-product tags *|PRODUCT_URL|*, *|PRODUCT_TITLE|*, and *|PRODUCT_PRICE|. Set the unsubscribe tag your provider requires.

Last, test before you send. Send a preview to yourself and open it in Gmail, Apple Mail, and Outlook, on desktop and phone, in light and dark mode. Click the button to confirm it points at the right product page. When it looks right, set the flow live with a one-to-two-hour delay on the first email and the longer delays on two and three.