Win-back notes for customers who still open

Every store has a group of customers who ordered two or three times, then stopped. Most win-back campaigns treat that group as one list and send one discount. The result is a small lift from people who would have come back anyway, and silence from the rest.

The better cut is by attention. A lapsed customer who still opens your emails is listening. A lapsed customer who stopped opening months ago is not. The first group is worth a real note. The second is worth an audience for ads, and not much else.

Define lapsed from your own rhythm

“Ninety days” is a default, not a definition. A customer who used to order every six weeks is lapsed at ten. A customer who ordered twice a year is not lapsed at ninety days. Use each customer’s own gap, with a floor so you never nudge too early.

If you need a starting point, find your reorder window in your own order data.

Ask Beya:

Which customers ordered at least twice last year and have not ordered in four months?

Check who is still listening

Now join that list to your email data. Who opened the last three sends? Who clicked? Who visited the site last month without buying? Those signals split the list into the people who want a reason and the people who have moved on.

Of those, who opened at least two of our last three emails?

Give them a reason, not a code

A discount says “we will pay you to come back.” A reason says “here is something you would want.” For a clothing customer, the reason is almost always specific: the new colour of a piece they own, their size back in stock, an appointment if you have a showroom, a piece that pairs with what they bought.

Hi Maya, the Wool Blazer you bought last autumn is back in Charcoal, and we have your size. Shall I hold one? No rush, it’s here until the end of the month.

Save the code for the customers who opened, clicked, and still did nothing after the note.

Run it as a flow, keep the approval

Once the play works by hand, turn it into a weekly flow: every Monday, the customers who lapsed that week, cut by attention, with a note drafted for each. Keep a person approving the high-value ones. Let the low-value segment run automatically if you want to.

Run it with Beya

Beya’s win-back agent defines lapse per customer from your order history, checks opens, clicks, and visits, and proposes the win-back around what each customer bought. You approve, edit, or skip in the thread. Every send is logged with the open and any order that followed, so the weekly digest shows what the play recovered.

Draft a win-back for lapsed customers who bought the Wool Blazer and still open our emails.