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Winback Flows

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Prerequisites

Section titled “Prerequisites”
  • Clear inactivity/churn definitions and lookback windows.
  • Suppression lists and consent flags available.
  • Offer catalog with limits (discounts, extensions, content).

Steps

Section titled “Steps”
  1. Define cohorts: dormant, at-risk, churned (with time thresholds).
  2. Pick primary offer per cohort; set control group for measurement.
  3. Build sequence: 2–4 messages across email/SMS/in-app with increasing clarity.
  4. Add stop rules: exit on purchase/reactivation or negative signals.
  5. Implement frequency caps and channel priorities to avoid overlap.
  6. Track KPIs: reactivation rate, revenue, incremental lift vs control.

Validation

Section titled “Validation”
  • Cohort sizes match expectations; no suppressed users included.
  • Measurable incremental lift over control.

Troubleshooting

Section titled “Troubleshooting”
  • Low response: improve relevance or adjust offer value.
  • Overlap with lifecycle messages: tighten suppressions and priorities.

Time/Impact

Section titled “Time/Impact”
  • Setup: 2–4 hours. Impact: recovers revenue and improves LTV.
Section titled “Related”