Win-Back & Re-engagement Playbook
Re-activate lapsed subscribers and customers before they're gone for good.
- 4-tier lapsed subscriber definition
- 4-email win-back sequence with copy
- Sunset strategy to protect deliverability
- Recovery rate expectations by tier
- Delivery
- Instant download
What happens after you order
Two steps. That is the whole process.
- 1
Enter your email
No credit card, no trial, nothing to cancel.
- 2
The PDF lands in your inbox
Delivered instantly as an attachment, check spam or Promotions if it is not there in a minute.
What It Is
Reactivating a lapsed customer costs roughly 5× less than acquiring a new one. Yet most brands either ignore lapsed subscribers entirely, or blast them with the same discount over and over until they unsubscribe or go completely cold.
This playbook defines your lapsed subscriber tiers and provides a complete 4-email win-back sequence: a no-discount "Miss You" email, a "What's Changed" update, an incentive offer, and the "breakup" email that gets surprisingly strong response rates.
A sunset protocol is included too, so subscribers who truly won't re-engage get suppressed properly instead of continuing to drag down your sender reputation.
Who It's For
- You have a growing segment of subscribers who haven't opened or clicked in 90+ days
- You currently send the same discount repeatedly to lapsed subscribers instead of a structured sequence
- You've never sent a deliberate 'breakup' email and want to see how it's structured
- You want a sunset protocol to protect your sender reputation from chronically inactive subscribers
Probably not for you if
- You want the flow written, designed, and live in your Klaviyo account. See the Klaviyo Win-Back Flow Build in the Flows category
- Your deliverability is already suffering and needs diagnosis first, the free Email Deliverability Troubleshooting Guide is the better starting point
What's Included
How It Works
Enter your email
No card, no call required, just your email address.
Get instant delivery
The playbook arrives as a PDF in your inbox within seconds.
Segment and send
Use the lapsed tier definitions to segment your list, then build the 4-email sequence and sunset protocol in your ESP.
Typical delivery: Instant download
What We Need From You to Get Started
Have these ready and we can kick off immediately. No back-and-forth delays.
- Just your email address: that's it
- No credit card required
- Access to your ESP to segment lapsed subscribers and build the sequence
- A win-back incentive to offer in email 3, if you plan to use one
Frequently Asked Questions
Yes, the Win-Back & Re-engagement Playbook is completely free with no credit card required. Enter your email and it arrives instantly.
A PDF, emailed instantly, with lapsed tier definitions and all 4 emails: Miss You, What's Changed, Incentive Offer, and Breakup Email, plus a sunset protocol.
The playbook defines specific lapsed tiers based on days since last open or click, since the right threshold varies by send frequency, the guide walks through how to set tiers appropriate to your program.
A well-written breakup email often gets a stronger response than routine campaigns because it creates urgency around losing contact: it's a last, low-cost chance at reactivation before you sunset the subscriber properly.
This playbook is a self-serve template. For the flow written, designed, and built live in your Klaviyo account, see the Klaviyo Win-Back Flow Build in the Flows category.
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WHO BUILDS THIS
Delivered by Ravinderpal Singh's team
Ravinder founded Excelohunt. For 7+ years he has worked on one thing: making email the channel that earns the most for online stores. He wrote Customer Retention Strategies. His Klaviyo Partner team builds every order placed here.
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