Browse abandonment
Visitor viewed products but didn't add to cart — the email trigger is awareness-stage, not urgency-stage.
Browse abandonment is the trigger event when a known visitor (logged in, or identified via cookie + email) viewed one or more products and left the site without adding anything to cart. The downstream email is fundamentally different from cart abandonment: the buyer hasn't committed enough intent to need urgency. They need information.
Browse-abandon emails work best when they pre-empt the questions a buyer would ask before adding to cart — sizing, materials, use cases, common pairings, return policy. Generic "you viewed this — finish your purchase" emails underperform because they assume intent the buyer hasn't formed.
Browse-abandon triggers require email identity (the visitor must be known). Most DTC brands collect emails earlier than they used to — through wishlist features, "notify me on restock" forms, and account creation incentives — partly to make browse-abandon triggers viable.