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.
Use this SOP as a template
Copy or download the full procedure as Markdown or a Word file, then adapt it to your Klaviyo setup. Free, no signup, paste it straight into Notion, Google Docs, or ReccordSOP.
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.
Related guide
Five checks, a scoring rubric, and a quarterly cadence for catching broken triggers, aged-out segments, and revenue leaks.
Related guide
Sender reputation, list hygiene, and the sunset policy that keeps your flows out of the spam folder.
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
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