For every e-commerce brand, customer retention is where profitability is won or lost. One of the most powerful flows in your email marketing arsenal is the Winback Flow — a carefully crafted sequence designed to bring back customers who haven’t purchased in a while but are still engaged with your emails.
Unlike abandoned cart or browse abandonment flows, the winback isn’t triggered by recent behavior. Instead, it’s triggered by inaction. A customer purchased in the past, but hasn’t come back within a set timeframe.
When to Trigger a Winback Flow
When creating a winback flow, you need to determine the best interval to reconnect with customers who have not made a recent purchase. It’s crucial to know the average time between customer purchases so you can target subscribers at the right moment. If you send winback emails too early, you risk annoying customers who were likely to purchase again on their own. If you wait too long, they may have already forgotten about your brand or moved to a competitor.
By identifying your typical repurchase window — whether it’s 30, 60, or 90 days — you can time your winback flow to hit the sweet spot: just after the point where engagement normally drops off, but before customers are truly lost. This maximizes conversions, protects your deliverability, and helps you recover revenue that might otherwise slip away.
The right timing depends heavily on your product:
- Fast-moving consumables (like protein powder, skincare, or coffee): 90–120 days since last purchase.
- Seasonal items (like fashion or home goods): 6–12 months since last purchase.
- High-ticket or infrequent buys (like furniture, tech, or jewelry): 12–18 months.
The goal is to re-engage customers before they churn completely. Wait too long, and you risk losing them forever.
Best Practices for a Winback Flow
- Keep it short. Three emails max. Too many and you’ll risk pushing them away.
- Segment properly. Only target customers who are still subscribed and opening your emails — not dead weight.
- Balance care with conversion. The first touchpoint should feel human, not salesy. Discounts come later.
- Personalize. Use the customer’s name, mention their past purchase, and position the offer as “just for them.”
Sample Winback Flow (3 Emails)
Email 1: A Gentle Nudge
Keep the tone warm and personal by reminding subscribers that it’s been a while since their last purchase. Acknowledge their past support and let them know you’ve noticed their absence in a way that feels genuine, not pushy.
This is a great opportunity to reintroduce your brand by sharing what’s new—whether that’s recent product launches, updated collections, or exciting improvements you’ve made. Pair this with inviting language such as “We’d love to have you back” or “Here’s what you’ve missed,” and include a clear but gentle call-to-action that encourages them to return to your site to explore. This balance of personalization, appreciation, and curiosity helps spark interest and motivates them to re-engage.
Subject Line Ideas:
- It’s been a while… we’ve missed you!
- Here’s what’s new since your last visit
- We’d love to welcome you back
Email Body Copy:
Header: We noticed it’s been a while
Opening:
Hi [First Name],
We couldn’t help but notice it’s been some time since your last purchase, and we truly value having you as part of our community.
Body:
A lot has happened since you last visited! We’ve added some exciting new products we think you’ll love, along with fresh updates designed to make your experience even better.
Why not take a moment to see what’s new? You might just find your next favorite [product/category].
CTA Button: Explore What’s New
Closing:
Thanks for being part of our journey—we’d love to have you back soon.
Warmly,
[Your Brand Name]
Email 2: Highlight New Arrivals
consider sending an email that highlights your latest products tailored specifically to each subscriber’s preferences. By showing that you understand their tastes and interests, you make the email feel personalized and relevant rather than generic. For example, if a customer previously purchased athletic wear, showcase your newest performance gear or accessories that complement their style. Keep the content focused, visually appealing, and benefit-driven, so the subscriber feels excited to re-engage with your brand. This approach not only reminds them of what they once loved about your products but also reignites interest with fresh, curated options designed just for them.
Email 3: Incentivize With a Personal Offer (7 days later)
It’s time to add a stronger incentive by offering a special discount to encourage lapsed customers to return. This message should feel like an exclusive offer created just for them, reinforcing that their loyalty is valued and appreciated. Keep the tone warm but urgent, making it clear that the discount is available for a limited time to spark action.
Pair the offer with a strong, benefit-focused call-to-action—such as “Come Back and Save” or “Your Exclusive Offer Awaits”—and highlight popular or best-selling products they may be interested in. By combining personalization with a tangible reward, you create a compelling reason for subscribers to re-engage and make a purchase.
Goal: Present a compelling reason to return — with a unique discount.
SL: A little thank-you gift (just for you 🎁)
PT: We’d love to have you back — here’s 15% off your next order.
Body Copy:
Hey [First Name],
We noticed it’s been a while since your last order, and we’d love to welcome you back.
As a thank you for being part of our community, here’s 15% off your next purchase — just for you.
Why come back?
✔ High-quality ingredients you can trust
✔ Fast, reliable shipping
✔ 1,000s of happy customers just like you
Use code MISSYA10 at checkout for 10% OFF your first order. [Available 48 hours only]
We’d love to see you again,
— The [Brand Name] Family
[Claim My 15% Off]
Email 4: Final Personal Reminder From the Founder (7 days later)
At this stage, consider sending a heartfelt, personal message directly from the founder. This email should strike an authentic and human tone, thanking the subscriber for being part of the brand’s journey and expressing genuine appreciation for their past support. Rather than focusing on products, use this opportunity to reinforce your brand values and reconnect on an emotional level.
A subtle mention of the special discount offered in the previous email can be included—framed as a final reminder that the offer is still available for a short time if they’d like to return. By keeping the message personal, appreciative, and lightly alluding to the incentive, you leave subscribers with a positive last impression that feels caring rather than transactional.
Goal: Last chance, personal touch, urgency.
SL: A quick note from our founder
PT: Your exclusive discount is expiring soon — here’s why it matters.
Body Copy (Plain Text Style):
Hi [First Name],
I just wanted to personally reach out and say thank you for being part of the [Brand Name] family.
I know it’s been some time since your last order, and we’d love the chance to welcome you back. I wanted to check in and make sure everything with your last purchase went okay. If it didn’t, please let us know by replying to this email.
If you did love your last order, I have an exclusive discount just for you.
Use code MISSYA10 for 10% OFF when you order in the next 24 hours.
Shop 10% OFF >>
Hope to see you again soon,
[Founder’s Name]
Founder, [Brand Name]
✅ Winback Flow Checklist
Bring lapsed customers back to your store with a simple 3-step email sequence.
1. Timing & Trigger
☐ Identify your product’s purchase cycle (monthly, seasonal, high-ticket).
☐ Set winback trigger:
- Consumables (e.g. supplements, skincare): 90–120 days
- Seasonal items: 6–12 months
- High-ticket goods: 12–18 months
☐ Only target subscribers who are still engaged (open/click activity).
2. Flow Length
☐ Limit to 3 – 4 emails
☐ Space emails 7 days apart
☐ Keep tone friendly, not desperate
3. Email 1 — Gentle Reminder
☐ Subject Line: Still thinking of you 💭
☐ Preview Text: It’s been a while — just checking in.
☐ Tone: Warm, human, customer-first
☐ CTA: Shop Now button (secondary focus)
4. Email 2 — Personal Incentive
☐ Subject Line: A little thank-you gift 🎁
☐ Preview Text: Here’s 15% off your next order.
☐ Offer: Unique discount code (short expiry)
☐ Supporting copy: Benefits, reassurance, proof
☐ CTA: Bold, clear Claim My Discount button
5. Email 3 — Founder’s Note
☐ Subject Line: A quick note from our founder
☐ Preview Text: Your discount expires in 48 hours.
☐ Format: Plain-text style for authenticity
☐ Message: Personal, urgent, last chance reminder
☐ CTA: Direct Shop Now link/button
6. Key Principles
☐ Keep copy short, clear, human
☐ Add urgency only in the final email
☐ Personalize: use customer’s name + reference last purchase
☐ Monitor results: expect 10–20% reactivation rate
Pro Tip 💡
Don’t just measure purchases — track clicks and opens to see if customers are re-engaging with your brand. Even if they don’t buy immediately, re-opened engagement can prime them for future campaigns.
Why the Winback Flow Works
- Email 1 humanizes your brand — you’re not just another faceless company.
- Email 2 gives a clear incentive to purchase again.
- Email 3 adds urgency and a personal touch that reinforces authenticity.
Done right, winback flows can recover 10–20% of lapsed customers and drive significant revenue with very little effort.
