A re-engagement email or sequence sent to customers who haven't purchased in a defined period.
Definition
A win-back email targets customers who were once active but have lapsed — typically defined as 60, 90, or 180 days since their last purchase, depending on the brand's typical purchase cycle.
Win-back sequences usually escalate: a soft 'we miss you' message, then a value reminder (new arrivals, what they last bought), then an incentive (discount or exclusive access). After the sequence ends without a purchase, lapsed customers are typically moved to a sunset list to protect sender reputation.
Examples
How Wizel handles it
Wizel builds win-back flows that match the customer's purchase history. A repeat skincare buyer gets a different win-back than a one-time fragrance buyer. Wizel pulls the segment intelligence directly from Shopify and Klaviyo.
Related terms
Klaviyo flow
An automated email sequence in Klaviyo triggered by customer behaviour — abandoned cart, post-purchase, win-back, etc.
Email segment
A subset of your customer list defined by behaviour, demographics, or engagement — used to send the right message to the right audience.
Email deliverability
Whether your email actually lands in the inbox vs the spam folder, promotions tab, or nowhere at all.
Last updated 2026-04-30
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