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Campaign Types

Win-back Campaign

An email campaign designed to re-engage customers who have stopped purchasing or lapsed subscribers.

Definition

A win-back campaign (also called reactivation campaign) is a targeted email campaign aimed at customers who have not purchased in a while or subscribers who have become inactive. The goal is to remind them of your value, offer incentives, and encourage them to re-engage before they are lost completely.

Why It Matters

Retaining existing customers costs less than acquiring new ones. Win-back campaigns can recover revenue from lapsed customers who might otherwise be lost. Even if unsuccessful, they help identify truly churned contacts who can be removed from your active list.

How It Works

You identify lapsed customers or inactive subscribers based on criteria like time since last purchase or last email engagement. A series of emails attempts to re-engage them with reminders of value, special offers, or 'we miss you' messaging. Non-responders may be removed from the active list.

Best Practices

  • 1Trigger win-back campaigns based on specific inactivity thresholds
  • 2Start with a 'we miss you' message before offering discounts
  • 3Include a strong, time-limited incentive if initial emails fail
  • 4Remove non-responders from active sending to protect deliverability

Automated Win-back Sequences

Set up automated win-back campaigns that trigger when customers or subscribers become inactive.

Learn More

Frequently Asked Questions

Timing depends on your typical purchase cycle. For frequent-purchase products, trigger after 60-90 days of inactivity. For longer purchase cycles, wait 6-12 months. For subscriber engagement, consider after 3-6 months of no opens or clicks.

Discounts (10-20% off) are common and effective. Free shipping, bonus products, or exclusive access can also work. Test different offers. Sometimes a simple 'we miss you' with no offer performs well.