When to use
- Some customers bought before and haven't in a while, and you want to reach out without sounding desperate or spammy.
- You have (or can export) each customer's last purchase date and ideally what they bought and how much they spent.
- You want a short sequence, not a single blast — and you want to treat your best lapsed customers differently from one-time buyers.
Do not use it to promise a recovery rate or to message people who asked not to be contacted. It writes the outreach; it does not guarantee they return.
What it does
Builds a win-back plan for customers who've gone dormant:
- Defines "dormant" from your data: it looks at your normal buying gap and flags who's overdue, instead of using an arbitrary number of days.
- Groups the lapsed customers by past value (high-value regulars vs. one-time buyers) so the effort and any incentive match the customer.
- Writes a 3-step sequence: (1) a warm "we miss you / here's what's new" reminder, (2) a reason to return — a relevant product, a small incentive, or an answer to why they may have left, (3) a friendly last call.
- Adapts the channel: email, WhatsApp, or SMS versions with the right length and tone for each.
- Sets the guardrails: how far apart to send, when to stop, and how to make opting out easy.
- Closes with a verdict (always): a 0–100 score for how ready this win-back is to send given your data; a traffic light (🟢 80+ send it; 🟡 50–79 send to the high-value group first, gather the rest; 🔴 <50 not enough to target well); which group to start with; and a note that the score is about message readiness, not a forecast of who returns.
How to use
- Share the lapsed customers with last purchase date, and if you can, what they bought and their spend.
- Tell it your offer or incentive limits (e.g., "I can give 10% but not free shipping") and anything you legally can't say.
- Ask: "Write me a win-back sequence for my dormant customers, split by value."
- Review, adjust the incentive, and send from your own email/WhatsApp tool.
Best for
Repeat-purchase businesses — shops, ecommerce, subscriptions, local services — that already have lapsed customers worth re-earning. Works best when you can tell one-time buyers apart from former regulars.