Customers who bought once and never came back are the biggest pool of latent revenue in your database. A working win-back campaign reactivates 5 to 15 percent of them. Most brands either skip win-back entirely or run it so aggressively they nuke their list.
Reactivating an existing customer costs about a third as much as acquiring a new one. Most CRMs ignore lapsed customers entirely. This SOP turns that pool into incremental revenue.
Consumables: 60 days since last order. Apparel: 90-120 days. Beauty: 90 days. Calibrate to your repurchase cycle.
Last order date older than threshold, active email subscriber, no order in last 7 days (avoid race conditions).
1: we miss you (no offer). 2: what's new. 3: discount nudge. 4: final urgency. Spaced 5-7 days apart.
Subscription customers should never get win-back, they're still active.
Win-back discount codes leak to deal sites within weeks if static. Use Shopify unique codes or Klaviyo's profile-specific codes.
winback-q4-2026 tag. Powers measurement and prevents double-targeting.
Open rates on win-back are misleading. Track customers who placed an order within 30 days of the campaign.
After 180 days lapsed, move to a deeper sunset flow. Two failed win-backs and they're rest.
Record your screen while performing the klaviyo win-back campaign. ReccordSOP turns the recording into a SOP with timestamped screenshots. When your live setup changes, drift detection flags it.
Generate this SOP free60 days for consumables, 90-120 for apparel. Sooner feels desperate. Later loses momentum.
15-20 percent. Below that and lapsed customers don't bite. Above that and you train discount-shopping.
5-10 percent of contacted lapsed customers is good. 15+ percent is excellent and means your product still has strong fit.
I built ReccordSOP after watching too many DTC ops teams lose months to undocumented workflows. These SOPs are battle-tested with Shopify operators running $1M to $50M brands.
Last reviewed June 1, 2026