# What is Win-Back Campaign?

What is Win-Back Campaign? A dedicated campaign targeting customers who haven't purchased in a while (60-180 days).

## How it works 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.

## Related metrics

- RFM — customers with low R plus high F/M are the first win-back targets
- Churn Rate — win-back is an attempt to reverse churn
- Email Automation — win-back is set up as a flow
- LTV — a successful win-back raises LTV

## 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.'

## Real-world 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.'

## Where to start

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.

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Category: Marketing · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/win-back-campaign