Personalization
Personalization is Klaviyo's AI decisioning layer. It flags who's drifting toward churn so you know exactly who needs your attention now.
- Predicted churn
- RFM segments
Klaviyo for
Win back customers who've gone quiet
Customers stop buying without warning, and a sitewide discount was never the way to win them back. Klaviyo predicts who's slipping and triggers personalized win-back flows before their predicted churn date, while they're still winnable.
Spot churn risk and trigger a win-back flow
How Klaviyo catches customers drifting away and helps you re-earn their attention
Explore Personalization
Klaviyo Marketing
Klaviyo Marketing automates messages across email, text messaging, mobile push, and WhatsApp, delivering win-back flows that re-earn a lapsed customer's attention on the channel where they're most likely to engage.
- Win-back flows
- Cross-channel
Klaviyo Analytics
Klaviyo Analytics shows which win-back flows and segments bring the most customers back.
- Cohort analysis
- Revenue attribution
The platform behind personalized win-back flows
A connected infrastructure linking churn signals, multi-channel flows, and AI behind the scenes
Product | Capability | How it works |
|---|---|---|
Personalization | RFM analysis and predictive analytics | Predictive analytics predicts each profile's churn likelihood, while RFM analysis sorts customers from “Champions” to “At risk” so you understand who’s due for a win-back flow. |
Klaviyo Marketing | Multi-channel flows | A win-back flow reaches customers on email, text messaging, mobile push, or WhatsApp based on their engagement history. |
Klaviyo Analytics | Reporting and attribution | Cohort and funnel analysis show how many lapsed customers a win-back flow actually brings back, and attribution ties that recovered revenue to the flow and channel that earned it. |
Hear it from our customers
Customer Spotlight
When we installed Klaviyo Marketing Analytics, we noticed we were able to bring back people who hadn’t purchased in 3+ years. It was really amazing how they responded and how they continue to engage.
Troy Petrunoff, Founder and Principal, A-Game Digital
Read the storyCustomer Spotlight
21%
higher AOV from a Harney & Sons re-engagement campaign sent to RFM segments, vs. their overall ecommerce AOV
Win-back and re-engagement FAQs
Learn how Klaviyo detects when customers start to disengage and automates personalized flows to bring them back.
How do I identify customers who are about to churn?
Klaviyo gives every profile a churn-likelihood prediction and an RFM group based on order recency, frequency, and spend. As a customer's activity drops, they move toward the “At risk” segment, which you can then reach before they stop buying altogether.
When should I send a win-back email?
Cater your email timing to each customer's individual behavior, not a fixed calendar. In Klaviyo, you can set up your win-back flow to fire the moment a profile's predicted churn risk crosses a threshold you define, so the first message reaches each person at their own point of highest disengagement.
What methods are effective for winning back existing customers?
A Klaviyo flow reaches customers on email, text messaging, mobile push, or WhatsApp, depending on where they’re most likely to engage.
How do I know if my win-back campaigns are working?
Customer Hub reads a returning shopper's segment when they sign in and loads a reactivation offer that active customers never see. Lapsed buyers land directly on an incentive matched to their history, turning a quiet site visit into a completed reorder.
Explore related resources
Retention marketing strategies
8 plays that keep buyers coming back
Win-back email examples
7 best practices for re-engaging lapsed buyers
What is re-engagement?
The basics of bringing customers back
Get started
Learn more about win-back and re-engagement in Klaviyo
See how Klaviyo spots at-risk customers before they lapse and helps you bring them back with automated win-back flows