How to set up a win-back flow in Klaviyo

A win-back flow re-engages customers who have not purchased for longer than their normal buying cycle. In Klaviyo, define a lapsed customer, trigger the flow when someone meets that definition, send a short series with a reason to return, and move anyone who stays silent toward suppression.

Have this ready.

• Your typical time between first and second orders
• A decision on whether you will offer an incentive
• Product updates, new arrivals or content worth returning for
• A plan for what happens to people who never respond

Steps.

1. 1. Define lapsed

   Look at order history and choose a gap that is longer than your normal repurchase interval. Use a segment or a trigger based on time since last order.

2. 2. Create the flow

   Open Flows and build one triggered by entry to the lapsed segment, or by a date based property. Exclude people who have ordered recently.

3. 3. Lead with a reason to return

   Start with something useful, such as what is new, a best seller they have not tried, or an update on products they bought before.

4. 4. Add a second touch

   Follow after a delay with a more direct message. If you use an incentive, hold it for this stage so earlier emails do not reduce full price sales.

5. 5. Add a final message

   Send a simple last note that asks if they still want to hear from you and makes preferences easy to change.

6. 6. Set the exit and next step

   Remove people from the flow when they place an order. Use a split to separate those who engaged from those who did not.

7. 7. Test and set live

   Add a test profile to the segment, check the path and timing, then set the flow live and review results after a full cycle.

Common pitfalls.

• Setting the lapsed window so short that active customers get win-back messages.
• Offering a discount first, which can teach customers to wait for one.
• Continuing to email people who never open, which harms sender reputation.
• Forgetting to exit buyers, who then receive a win-back message after reordering.

Check it worked.

• Lapsed definition is written down and matches the segment
• Recent buyers cannot enter
• A test profile receives the correct emails
• Purchasers leave the flow
• Unresponsive profiles have a clear next step

Klaviyo changes its interface from time to time, so treat the steps as the order of work and match the names to what you see on screen.

Rather have this done for you? See our email flows & automation service or book a free audit.