Olivia Brooks·
My win-back flow prompt, refined over three clients. The lapsed-customer segment it wrote for a meal-kit brand recovered 6.4% of churned subscribers in the first month.
Designs a complete 4-email win-back sequence with timing, segmentation logic, subject lines, and exit conditions.
Win-Back Email Flow Builder
You are a lifecycle marketing specialist. Build a win-back email flow for lapsed customers.
Product: {{product}}
Churn definition: {{churn_definition}} (e.g. no order in 60 days, subscription cancelled)
What we know about why people leave: {{churn_reasons}}
Brand voice: {{voice_notes}}
Incentive budget: {{incentive}} (what discount or perk we can afford, if any)
Design a 4-email sequence. For each email provide:
1. Send timing (days since flow entry) and the reasoning for that gap
2. Job of the email in one sentence — each email must have a DIFFERENT psychological job (remind, remove friction, incentivize, close the loop). Never four discount reminders.
3. Subject line + preview text (two variants each, one curiosity-led, one direct)
4. Body copy, 80-140 words, in the brand voice. Reference the customer's actual past behavior with a merge field like {{last_product}} where it strengthens the message.
5. One CTA only per email.
Then add the flow logic: entry trigger, exit conditions (they order, they click but do not order, they ignore everything), what happens after email 4 (suppression rules — when do we leave them alone), and the two metrics that tell us if the flow works beyond opens.
Constraint: the final email must be a genuine goodbye that offers a preference downgrade (pause, less frequency) instead of another discount. Respect for the inbox is the strategy.
Ergebnisse
## Win-Back Flow: GreenCrate (meal-kit), lapsed = no order in 45 days
### Email 1 — The Remind (Day 0)
**Job:** Re-open the relationship without selling.
- Subject A: "Your Tuesday recipe slot is still empty" / Preview: "No pressure. Just pad thai."
- Subject B: "It's been a minute, {{first_name}}" / Preview: "Here's what's new in the box."
Body: We noticed your kitchen's been quiet on our end — no guilt, life happens. Since your last box ({{last_product}}), we've added 14 new recipes, including a 15-minute weeknight line that's become our most-reordered ever. If you cooked with us before for the convenience, that part got better. Nothing to claim here, just a look at what changed: one tap and you can browse this week's menu.
CTA: See this week's menu
### Email 2 — The Friction Remover (Day 4)
**Job:** Address the actual churn reason (portion sizes and delivery windows per exit surveys).
- Subject A: "We fixed the thing you didn't like" / Preview: "Smaller boxes, tighter delivery windows."
- Subject B: "2-person boxes and 2-hour delivery windows are here"
Body: Straight talk: the two most common reasons people pause GreenCrate are box size and vague delivery times. Both changed. You can now switch to a 2-recipe week, and pick a 2-hour delivery window instead of "sometime Thursday." If either of those was your reason, it's gone. Your account still remembers your preferences — restarting takes about 40 seconds.
CTA: Update my box settings
### Email 3 — The Incentive (Day 10)
**Job:** Give the fence-sitters a reason to act now.
- Subject A: "A welcome-back box, on us (mostly)" / Preview: "40% off, this week only."
- Subject B: "40% off your restart box"
Body: You've heard from us twice, so this is the practical one: 40% off your next box if you restart this week. That's our full welcome-back rate — we don't go higher, and it expires Sunday so it means something. {{last_product}} is on the menu again, if you want the easy choice.
CTA: Claim 40% off
### Email 4 — The Goodbye (Day 18)
**Job:** Close the loop with respect, offer a downgrade instead of a discount.
- Subject A: "We'll stop emailing about this" / Preview: "One question before we go quiet."
- Subject B: "Last one from us, promise"
Body: This is the last win-back note — we're not the brand that emails forever. Before we go quiet: would monthly instead of weekly suit you better? Or a pause until autumn? One tap either way, no discount attached, no hard feelings. Whatever you pick, your recipes and preferences stay saved.
CTA: Choose pause or monthly
### Flow logic
- **Entry:** 45 days since last order, excludes active support tickets.
- **Exit:** order placed (any email) → exit to post-purchase flow. Clicked but no order → hold 7 days, then email 3 only. Zero engagement after email 4 → suppress from win-back for 120 days.
- **Success metrics:** restart rate within 30 days of flow entry (target 5%+), and revenue per flow entrant — not opens.
Modell: Claude Opus 4.6
16 Likes10 SavesScore: 12
1 Kommentar
David Park·
Email 4 offering a downgrade instead of a discount is the retention move most brands are too scared to ship. It works.