What is Winback flow?
A winback flow is an automated email sequence aimed at past customers who have not purchased for longer than their usual reorder window.
It triggers when someone passes the point where you would normally expect another order. The best winback emails remind the customer why they bought, show what is new, and make a single clear ask.
If they still do not respond, the flow should end and the contact should move to a suppression or sunset segment, which protects deliverability.
A worked example.
A pet food store knows most customers reorder every six weeks. At ten weeks without an order, a winback email reminds a customer of their usual bag and asks one question. If they ignore it and a follow-up, they move to the sunset segment.
Common mistakes.
- Using one fixed delay for every product
- Offering a deep discount to customers who would have bought anyway
- Never suppressing people who never respond
Want this handled for your store? See our retention strategy service or book a free audit.
Guides that use this.
Find out what your list is actually worth.
We review your flows, list health, authentication records and last ninety days of performance, then send back what we found.
30 minutes, no obligation, and the findings are yours to keep either way.