Winback

Reach the customers who went quiet.

They bought once, maybe twice, then drifted off. A winback flow gives a lapsed customer a real reason to come back - and tells you who to stop emailing before they drag your whole list down.

A winback flow targets customers who have not bought or engaged in a while. The goal is to re-spark the relationship with the right reason, and to cleanly sunset the people who are truly gone so they stop hurting your deliverability.Our team builds the sequence in your brand voice, sets up the segmentation that catches lapsed buyers, and builds in the final goodbye that protects the rest of your sends - all in your Klaviyo. You approve every email, we ship.

When it fires. Fires when a customer crosses your inactivity window - no purchase or engagement for a set period that fits your buying cycle. A subscription brand and a furniture brand should not use the same window, so our team sets a sensible default and tunes it with you.

Our team builds it in the Klaviyo you already own: 2 emails, shaped 2 to 3 emails. It arrives with the Growth program and it does not send to anybody until you have signed it off.

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What a strong winback flow does

What a strong winback flow does

  1. Lead with a reason, not just a discount

    What is new, what they missed, why now. A reason to return holds up better than a coupon that trains people to wait for the next one.

  2. Acknowledge the gap

    A short, human we have not seen you in a while reads better than pretending nothing changed. It is honest, and it stands out from the usual blast.

  3. Set the inactivity window to your cycle

    Lapsed means different things for a coffee brand and a mattress brand. Match the trigger to how often your customers actually buy, so you are not pestering people who are right on schedule.

  4. Sunset the ones who are gone

    End the sequence with a clear last email, then stop emailing the people who never re-engage. Keeping dead addresses on the list quietly drags down everything else you send.

How this flow is built. What flows like it have earned.

A sample, as we would present it

What one of them actually says.

Email 1 of 2. Written by our team as an example, on a generic store - your version is written on your products and in your voice.

Brewhouse CoffeeEmail 1 of 2

It has been a minute, Casey

Hi Casey,

It has been a while since your last bag, so we figured we would check in. A lot has changed - three new single origins landed this season.

Your old go-to, the Ethiopia Guji, is back and roasting fresh this week.

Want us to send a bag your way? Same one-day roast, same free shipping on two.

Lapsed buyers auto-segmented · written in your brand voice · clean sunset built in

Marked words are personalization: Klaviyo fills them per recipient from your store data.

Questions

Win the quiet ones back before you lose them.

Book a free Klaviyo teardown and our team builds your winback flow and the segmentation that catches lapsed buyers, live in your Klaviyo. You approve, we ship.

How long before a customer counts as lapsed?
It depends on how often your customers normally buy - a consumable brand and a big-ticket brand should use very different windows. Our team sets a sensible default based on your store and tunes it with you before the flow goes live in your Klaviyo.
Do I have to discount to win people back?
No. Our team writes a version that leads with a reason - what is new, what they missed - rather than a coupon, so you do not train customers to wait for the next deal.You can have us add an incentive on a later email if you want one.
What happens to people who never come back?
The flow ends with a clear final email, and the customers who still do not re-engage get sunset so you stop emailing dead addresses. That protects your deliverability for everyone who is still active.You stay in control of the sunset rules and we set them up.

Which program includes it

  • Welcome series
  • Abandoned cart
  • Browse abandonment
  • Post-purchase
  • Winback
  • Back in stock
  • Review request
  • Cross-sell
  • Repeat customer
  • VIP
  • Upsell
  • Replenishment
  • Price drop
  • Category interest
  • Sunset
  • Loyalty
  • Referral
This flow is marked. A bar starts at the program its flow arrives in and runs to the right, because from there on you keep it.

The rest of the Growth set

Start here

More revenue from the same list, starting with a plan you keep.

We read the flows and campaigns running in your Klaviyo today, work out what the list is already capable of, and write the build order that gets it there.With one of the three founders.You keep the plan whether or not you ever hire us.

Get your email revenue planRun the free version

No pitch, no obligation, and you keep the plan either way.

Sections

Reference

House

Start here

For Shopify and Klaviyo stores doing $25k a month and up. The teardown is free and yours to keep whether or not you ever work with us.

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