Win-Back Reactivation

Overview

Lapsed customers — those who have not purchased within 2× their typical repurchase cycle — represent a high-ROI recovery opportunity because they already know your brand. Win-back campaigns targeting these customers typically yield 5–15% reactivation rates, compared to 1–3% for cold prospecting. For Shopify, Klaviyo's predictive churn risk segment automates lapsed customer identification without manual RFM scoring. For WooCommerce, AutomateWoo provides a dedicated "Win Back" automation trigger. The strategic work is structuring a three-step email sequence, personalizing offers by customer LTV, and sunsetting contacts who remain unresponsive.

When to Use This Skill

Note: For proactive churn prevention before customers lapse, see @customer-retention-engine. This skill focuses on re-engaging customers who have already become inactive.

• When a large portion of your customer base has not purchased in 90–180 days
• When overall repeat purchase rate is declining year-over-year
• When you have never systematically targeted lapsed customers before
• When lifecycle marketing is in place but there is no specific win-back workflow
• When wanting to identify which lapsed customers are worth discounting vs. sunsetting

Core Instructions

Step 1: Choose your win-back automation tool