Win-Back Campaign
Lapsed customers represent one of the highest-ROI audiences an ecommerce brand can target — they already know your product, trusted you once, and often just need the right nudge at the right time to return. This skill designs complete, multi-channel win-back campaign architectures that combine recency-based segmentation with escalating incentive structures, ensuring each lapsed customer receives a personalized re-engagement sequence calibrated to their purchase history, lifetime value tier, and dormancy period. Rather than blasting a generic discount code to everyone who hasn't bought in 90 days, this skill builds intelligent flows that treat a high-LTV customer dormant for 60 days very differently from a one-time buyer who lapsed 180 days ago.
Use when
- You need to re-engage customers who haven't purchased in 60, 90, 120, or 180+ days and want a structured campaign plan rather than ad-hoc discount blasts
- Your Klaviyo, Mailchimp, Omnisend, or Attentive flows for lapsed customers are underperforming and you want to redesign the sequence logic with proper segmentation tiers
- You are building a retention calendar and need a dedicated win-back automation that coordinates email, SMS, and retargeting ads into a single cohesive journey
- Your ecommerce brand is experiencing declining repeat purchase rates on Shopify, WooCommerce, or Amazon and you want a data-driven framework for recapturing churned buyers
What this skill does
This skill analyzes the customer dormancy window, purchase frequency history, average order value tier, and product category affinity to construct a multi-stage win-back campaign. It segments lapsed customers into recency cohorts (e.g., 60-day, 90-day, 120-day, 180-day+) and assigns each cohort a distinct messaging cadence and incentive escalation path. The output includes subject lines, SMS copy hooks, recommended send timing, incentive ladder logic (starting with social proof or new arrivals, escalating through percentage discounts, dollar-off offers, free gifts, and final "we miss you" urgency plays), and paid retargeting audience definitions for Facebook/Instagram and Google Ads. It also specifies suppression rules to avoid over-messaging and defines success metrics for each stage.
Inputs required
- dormancy_thresholds (required): The day-ranges that define each lapsed cohort, e.g., 60-89 days, 90-119 days, 120-179 days, 180+ days. Provide the cutoff points your business considers meaningful for churn risk.
- customer_segments (required): High-level description of your customer base — average order value, typical purchase frequency, top product categories, and whether you have identifiable LTV tiers (VIP, standard, one-time buyer).
- available_channels (required): Which channels you can activate — email (Klaviyo, Mailchimp, etc.), SMS (Attentive, Postscript, etc.), paid retargeting (Meta Ads, Google Ads), direct mail, or push notifications. Specify platforms where possible.
- incentive_budget (optional): Maximum discount depth or incentive value you are willing to offer per customer. Including this helps the skill calibrate the escalation ladder to stay within margin targets.
- brand_tone (optional): Brief description of your brand voice (playful, premium, clinical, etc.) so that subject lines and copy hooks match your style.
Output format
The output is organized into four main sections. First, a Segmentation Matrix table that maps each dormancy cohort against LTV tiers, showing the total number of campaign stages, incentive ceiling, and channel mix assigned to each cell. Second, a Campaign Flow Blueprint for each segment, laid out as a numbered sequence of touchpoints with specific timing (e.g., Day 0, Day 3, Day 7, Day 14), channel assignment, message theme, subject line or SMS hook, and the incentive offered at that stage. Third, a Retargeting Audience Spec section that defines custom audience parameters for Meta and Google, including lookback windows, exclusion lists, and creative angle recommendations. Fourth, a Measurement Framework listing KPIs per stage (open rate, click rate, conversion rate, revenue recovered, cost per reactivation) with benchmark ranges drawn from typical ecommerce performance data so you can evaluate whether each stage is pulling its weight.
Scope
- Designed for: Ecommerce operators, retention marketers, DTC brand teams, and CRM managers
- Platform context: Platform-agnostic (Shopify, WooCommerce, BigCommerce, Amazon Seller Central); integrates with major email/SMS platforms (Klaviyo, Mailchimp, Omnisend, Attentive, Postscript)
- Language: English
Limitations
- Does not connect to live customer databases or CRM systems; segmentation logic is based on the thresholds and descriptions you provide, not real-time data pulls
- Incentive recommendations are based on general ecommerce best practices and margin assumptions — always validate against your actual unit economics before deploying
- Cannot execute or schedule campaigns directly in your ESP or ad platform; the output is a strategic blueprint that your team implements manually or imports into automation builders
