The first win-back email should sound like one person noticing another has been away — warm, short, no discount. Its whole job is to reopen the conversation: remind the customer who you are, acknowledge the gap without guilt-tripping, and point them at something worth coming back for. Save the incentive for later in the sequence. […]
Category Archives: Win-Back and Reactivation
Don’t send lapsed customers the same win-back email regardless of what they were worth to you. Split them by value first — typically by lifetime spend, order count, and average order value — then give each tier a different level of effort and incentive. A customer who spent €800 across six orders deserves a personal, […]
Most win-back reports overstate their own value, and the reason is simple: they count every order from a lapsed customer as “won back,” even the ones that would have happened without a single email. To measure win-back revenue correctly, you need to isolate the incremental part — the orders that only happened because of the […]
A win-back email works far better when it shows the lapsed customer specific products instead of a generic “we miss you.” Give them a reason to click by using what you already know: what they bought before, what pairs with it, and what your best-sellers are right now. The three blocks that pull the most […]
The moment a lapsed customer buys again, they should leave the win-back flow before the next email queues. The way to guarantee that is an exit condition on the flow itself — a rule that says “if this person places an order, or in some cases clicks or engages, remove them immediately” — plus a […]
Tie your win-back start to how long the product actually lasts, not to a calendar rule. The formula is simple: take the typical time a customer’s purchase lasts them (the replenishment interval), add a short grace period, and start the win-back just after that point passes with no reorder. If a bag of dog food […]
Someone gave you their email months ago and then went quiet. No order, no second visit, nothing. To reactivate a subscriber who has never purchased, treat them as a first-purchase problem, not a win-back problem: you have no order history to lean on, so you lead with the intent signal that got them to sign […]
Three to four emails over two to three weeks is the right size for most win-back flows. That’s enough to catch a lapsed customer across a few different moods and inboxes without turning into pestering. One email is too easy to miss. Six or seven is where you start burning goodwill, hurting your sender reputation, […]
Trigger win-back messages at 1.5-2x your customers’ median repurchase gap, not a fixed 30 days. Here’s how to find that number and set the flow.
Define inactive as 2-3x your store’s median time between orders, not a generic 90 days. Here’s how to calculate your own threshold in 20 minutes.