Win-back

Inactive subscribers (60-180 days no engagement) get a win-back campaign. Either re-engage or suppress.

Typical sequence

• Email 1: 'We miss you' + value reminder
• Email 2: specific offer or incentive
• Email 3: 'Last email', explicit choice to stay

Measurement

% re-engage within 14 days. Those who don't get suppressed to protect deliverability.

Don't over-invest

Most win-back attempts fail. That's fine. Cleaning the list is the other goal.

What to do with this

• Run a win-back sequence on 90+ day dormant subscribers, continuing to send them hurts deliverability and rarely converts
• Offer a real reason to return (new feature, exclusive content, discount), generic "we miss you" emails rarely work
• End with an explicit breakup, "reply to stay or we'll remove you" catches late engagement and cleans the list
• Remove non-responders from active campaigns, the deliverability benefit of a clean list outweighs the lost potential
• Segment win-back by past behavior, lapsed customers need a different message than never-purchased subscribers