Klaviyo Win-Back Flow for Shopify: Re-Engage Lapsed Customers

1. Define "lapsed" for your store

There is no universal number of days. Look at how often your customers normally reorder, and treat customers as lapsed when they are well past their usual gap. A store selling consumables will have a shorter window than one selling furniture.

2. The message sequence

1. A friendly check-in that reminds them what they liked, with new arrivals or best sellers.
2. A follow-up with social proof or an answer to common reasons for not returning.
3. A final message with an incentive, if it makes commercial sense.
4. A last "stay or leave" message asking whether they want to keep hearing from you.

3. Offers and value

• Lead with value before discounts.
• Test incentives against no incentive, and watch margin.
• Personalise using what they bought before.

4. Protect your deliverability

Contacts who never open or click can hurt your sender reputation. After the win-back sequence, stop sending regular campaigns to people who still do not engage. This supports inbox placement for everyone else. See our email deliverability work.

5. Measure it properly

• Track reactivation rate, revenue per recipient and unsubscribes.
• Compare with a holdout group if you can.
• Review what proportion of lapsed customers come back at each step, and trim steps that add little.

It works best alongside a post-purchase flow. See also our win-back campaigns service.

Frequently asked questions

When should I send a win-back email?

When a customer is well past their normal reorder interval. Use your own purchase data to define that gap rather than a fixed number of days.

Should win-back emails include a discount?

Not necessarily. Lead with value, and test an incentive in a later email against no incentive, watching your margins.

What should I do with subscribers who never engage?

After a win-back attempt, stop emailing them regularly. Sending to unengaged contacts can harm deliverability.