When to Send Your Win-Back Series

Meeting Deadlines iconWhen you should send a win-back series depends a lot on your industry and the types of products you sell. Your target customers are those who are at risk of lapsing, but haven’t yet lapsed completely. In this post, I’ll outline how you can determine which initial send time is right for you, as well as when you should send the individual emails in your welcome series.

Determining What Send Time is Right for You

Whenever you experiment with send times, you’ll need to have a baseline. Six months of inactivity is a good place to start sending your welcome series. Inactivity should be defined by two factors: when someone last opened an email from you and when someone last purchased. If a customer hasn’t opened an email or made a purchase in the last six months, they should be considered inactive.

Again, this six-month time span is subject to variation across industries. If you sell an item — clothing, for instance — that people purchase fairly frequently, six months is a good rule of thumb for inactivity. On the other hand, you may sell something that people only purchase very infrequently, like mattresses, so you’ll want to extend the timing to a year or more.

You may also sell something that you know only lasts a certain amount of time, like candles. If you know your candles will only burn for three months with typical use, you may want to send your welcome series after four months. Knowing your products is a prerequisite for being able to determine how often customers will purchase them, so make sure you understand how customers use your products.

You can dig into your customers’ purchase data to see how often the average customer purchases and base the timing of your win-back series on this information, too. If you find that the vast majority of your customers make a second purchase no later than four months after their first, adjust your win-back series accordingly.

If you’re not sure where to start, try using six months of inactivity as your baseline and test the timing to determine what converts the best.

How Many Emails to Send and When to Send Them

We recommend that you send three emails in your win-back series. As I mentioned above, your first email should be sent around six months after a customer has become inactive (i.e. hasn’t purchased or opened an email).

Your next two win-back emails should be sent within a week of the first. I’ll discuss the content you should include in your win-back series in more depth in a later post, but you should include a sense of urgency in your win-back emails if you’re offering a discount or other incentive to your customers. For this reason, send your second win-back email two days after the first, and the third two days after the second.

Conclusion

Win-back emails are at the cornerstone of customer retention. No matter what you sell, you should absolutely send a win-back series to try to get existing customers to return to your store. How you should determine inactivity will depend on your particular business, but start sending your win-back series six months after a customer goes inactive and then test different send times from this baseline.

 

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1 comment

  • A great feature to add to Klaviyo would be identifying the buying cycle of our customers so I know I’m not sending these offers too early, especially in an industry where driving the price to the bottom is prevalent as it is.

    I have seen this in action and it really helped me look at where our customers were dropping off. I imagine the data I had is now out of date and useless as it is at least a year old.

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