Win-Back Campaign
A dedicated campaign targeting customers who haven't purchased in a while (60-180 days). Usually includes a coupon, an exclusive offer, or a 'we've missed you' message. Cost to re-acquire is 5-7x lower than acquiring a new customer.
In practice
A win-back campaign is 'money left on the table.' A customer who bought once and never returned didn't say 'no' — maybe they forgot, switched to a competitor, or found no reason to come back. A win-back campaign gives them a reason.
Common misconception
'Win-back means a big coupon.' A discount that's too large teaches customers to wait. 'We've missed you — here's what's new that you'll love' sometimes works better than 30% off. Always A/B test.
How to fix it
Win-back not working? (1) Check the segment — 90 vs. 180 days call for different messages, (2) check timing — too early (60 days) or too late (365 days), (3) try a different channel — if email fails, try SMS, (4) test the subject line — 'we've missed you' vs. 'just for you.'
Example
An outdoor gear store ran a 3-email win-back sequence for 2,400 customers at 90-180 days. Email 1 ('we've missed you' — no coupon): 6% CR. Email 2 (10% off): 11% CR. Email 3 (15% + FOMO): 4% CR. Total: $14,500 in revenue from a segment considered 'lost.'
Priority
Set up a win-back flow from day one in Klaviyo. Trigger: 60 days without purchase. Sequence: email at 60, 90, and 120 days. If there's no response to all 3, move them to suppression.
Related terms
Keep learning. Metrics that touch the same area:
- Churn RateFinanceThe percentage of customers/subscribers who stopped buying or paying in a given period. High churn means every new customer just replaces an old one. Per Harvard research: cutting churn by 5% increases profit by 25-95%.
- eCommerce / Electronic CommerceMarketingAll business activity conducted online — showcasing products, ordering, payment, shipping, and post-sale service. The backbone of every online store.
- CPC – Cost Per ClickMarketingThe price an advertiser pays each time a visitor clicks the ad. Influenced by competition, Quality Score, and landing page relevance.
- CPM – Cost Per MilleMarketingThe cost of advertising per 1,000 ad impressions. A key metric in awareness-focused and brand-building campaigns.
- CPA – Cost Per AcquisitionMarketingThe amount it costs to get a customer to complete a desired action. A core profitability metric — if CPA exceeds gross profit, the campaign loses money.
- CAC – Customer Acquisition CostMarketingTotal marketing and sales spend divided by the number of new customers. Always compare to LTV. A healthy ratio: LTV at least 3x higher than CAC.
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