Win-Back · Sequence
Lost or Won Back.
The Trigger
Win-back triggers 60 days after the last purchase for standard DTC. For subscription brands, it triggers after a cancellation or pause end. For B2B, after 90 to 120 days of inactivity. Trigger logic is category-specific, not static.
01
60 Days
DTC Trigger
02
18-32%
Recovery Rate
03
4 Emails
Sequence Standard
The 4 Emails
- Email 1: "we miss you" with a brand update
- Email 2: founder voice email with a personal anchor
- Email 3: discount trigger with a limited-time offer
- Email 4: final pitch with a clear CTA
Example
A pet food brand set up a win-back sequence and achieved a 28% recovery rate among cancelled subscribers. The founder voice email in the middle had a click rate of 38% (vs. 18% for standard promo emails).
What Does Not Work
Discount in email 1 (trains buyers to wait for a discount). Generic promo language (no trust). Win-back after 14 days (too early). Win-back sequences require timing precision and voice discipline.
„Win-back is your last chance. Send something generic and you have burned it.”