Here's a harsh reality check: customers can forget your brand exists. Yes, even ones who have spent thousands with you, or who have returned over and over. It's nothing personal. Life gets busy, priorities shift, and even loyal buyers can drift away, which is exactly why strong winback strategies are essential for long-term growth.
That's why email flows like the winback are critical to maintaining high sales and long-term customer relationships. They stop customers in their tracks and act as a true reminder to come back, see what's new, or top up on their supplies. Whether you already have a winback flow or you're planning one, the correct setup makes all the difference. Not sure what that entails? Keep reading.
Match the timing to the product
There's no 'standard' in email marketing. While there are recommendations on how long to delay a winback flow, you need to go deeper and assess your product. A bottle of shampoo gets used relatively quickly, so a winback around 45 days after purchase may suit best. A slow fashion piece is made to last, so asking customers back too soon works against the brand's ethos, meaning 180 days may be the better mark:
eg. shampoo
replenishables
eg. slow fashion
Keeping delay times in mind means customers don't feel you're being too pushy, which can otherwise cause brand avoidance. And if you have multiple product types, split your winback:
Give them a reason beyond a discount
One common mistake is assuming customers have seen every email sent before the winback. Realistically, they've missed a few. That's why one of the most effective winback strategies is highlighting what's new. Showcase recently launched products, updated collections or improved formulas. Fresh options give customers a reason to return that isn't just a discount:
They probably missed these the first time. The winback is your second chance to show them.
New items can also lift average order value. When customers return for something new and exciting, they're often willing to explore more, boosting short-term revenue and long-term lifetime value.
Make the value loud and clear
Customers who haven't ordered in a while can be more sales savvy. They're more likely to wait for a discount before buying, no matter how much they love your brand. You have two ways to handle it:
Point them to existing value
Show where value already lives on your site. Share what's on sale and how much they save by shopping now, or highlight bundles. Dollar values are everything to these customers, so make the savings loud and clear.
Add a limited-time code
A discount may be the best option. Add a code they can use within a set window (say 7 days). That adds urgency, stopping them from having time to overthink the decision.
Reminder: countdown timers are your best friend for adding urgency.
A customer drifting away isn't gone. They're just waiting for the right reason to come back.
Let's win your
customers back.
A great winback flow can make a big difference to your bottom line and customer lifetime value. Need help designing or modifying yours so it sells? The Email By Design team is here.
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