Winback, Re-Engagement, and Sunset

Use this skill only after applying the 00-email-marketing-guardrails skill (../00-email-marketing-guardrails/SKILL.md).

What and why

A winback flow targets past customers after a meaningful lapse; a sunset flow makes a final permission/value check and suppresses contacts who remain unresponsive. [KL-WINBACK-01][KL-SUNSET-01]

When and where

• Define inactivity from the expected purchase or engagement cycle, not a universal number of days. [KL-WINBACK-01][BRAZE-STRAT-01]
• Use clicks, purchases, site/app activity, replies, or other reliable signals; do not classify engagement from opens alone. [LIT-MPP-01][KL-NEVER-01]

How

• Personalize with the verified prior relationship, product/category, benefit, new value, or preference options; do not pretend the recipient was recently active. [KL-WINBACK-01][FTC-01]
• Use a short sequence with a clear value reminder, a relevant reason to return, and a final preference/permission decision. [KL-WINBACK-01][KL-SUNSET-01]
• Do not default to a discount; test an incentive only when economics and brand strategy support it. [MC-AB-01][MC-CONV-01]
• Suppress contacts who do not engage after the final attempt, and immediately suppress unsubscribes, complaints, and hard bounces. [KL-SUNSET-01][KL-NEVER-01][GMAIL-01]
• Measure reactivation, purchase, retained revenue, preference updates, suppression volume, complaint rate, and later retention. [BRAZE-METRIC-01][MC-CONV-01]