Customer Winback Email Template
Re-engage customers who haven't purchased in 90+ days with a 3-touch winback flow. Recovers an average of 12% of lapsed buyers.
What's inside
- 3 winback emails with escalating offers
- Sender voice options (founder vs. brand)
- Survey email for non-responders
- Sunset email to clean your list
- Segmentation criteria (who qualifies)
- Timing recommendations by industry
- Subject line testing kit
How to use it
- 1Define your 'lapsed' threshold. Most brands use 90 days; subscription products often use 30. Frequency of original purchase matters.
- 2Trigger the sequence automatically based on days since last purchase. Pause if the customer makes a purchase mid-flow.
- 3Suppress active customers and recent purchasers — winback emails to active buyers feel weird.
Why this template works
Acquiring a new customer costs 5–7x more than reactivating an old one. A clean winback flow is one of the highest-ROI activities for any brand with at least 12 months of customer history. Customers who respond to winback emails have 30% higher LTV than first-time buyers.
Related templates
More in Email.
Review Request Email Templates
Three battle-tested email drafts that politely ask happy customers for a Google review — and actually get responses.
Get template →EmailWelcome Email Sequence Template
A 5-email welcome series that turns new subscribers into buyers within 14 days. Each email has a job — and a measurable goal.
Get template →EmailAbandoned Cart Email Template
Three-email recovery sequence that wins back 18–24% of abandoned carts. Tested across DTC, retail, and B2B.
Get template →