Win-Back Campaign Creator

Design a 4-step win-back campaign for lapsed customers. Business: [NAME], selling [PRODUCT CATEGORY] Lapsed definition: No purchase in [90/120/180] days Average customer LTV: $[X] Average order value: $[X] Comfortable discount range: [X-Y]% For each step, provide: 1. Timing and channel (email, SMS, or both) 2. Subject line and preview text (2 options each) 3. Offer structure (start with no discount, escalate progressively) 4. Body copy emphasizing what's new since they left 5. Personalization variables to include 6. Exit criteria (when to stop sending) Segment the campaign by customer value: - High-LTV lapsed (top 20% by historical spend): more aggressive offers, personal touch - Medium-LTV lapsed: standard sequence - Low-LTV lapsed: automated only, minimal discounting Include: - Control group recommendation (what % to hold back for measurement) - KPIs: reactivation rate, revenue per reactivated customer, ROI on discounts given - Post-reactivation: what to do after they come back to prevent re-lapsing

**Campaign Overview:** - Target: 430 lapsed customers (no purchase in 90+ days) - Segments: High-LTV (86 customers, $400+ spend), Medium-LTV (215), Low-LTV (129) - Expected reactivation: 8-12% (35-50 customers) - Estimated recovered revenue: $3,500-$5,000 - Control group: Hold back 10% per segment (43 total) for measurement **Step 1 — Day 0 (Email): "We miss you" — No incentive** Subject lines: - A: "It's been a while, [First Name]" - B: "We noticed you've been gone — here's what's new" Offer: None — test whether a reminder alone reactivates Body: Highlight 2-3 new products launched since their last purchase date. Mention press coverage or milestones since they left. Personalization: [First Name], [Last Product], [Days Since Last Order], [New Products Since Last Purchase] High-LTV twist: Personal P.S. from founder with photo **Step 2 — Day 7 (Email + SMS for High-LTV): 10% Off** Subject lines: - A: "A fresh start for your routine — 10% off" - B: "10% off to welcome you back, [First Name]" Offer: 10% off, unique code, valid 14 days Body: Show their last purchased product with one-click reorder + best-selling product they haven't tried High-LTV: Add SMS 2 days after email Low-LTV: No discount — social proof only, save discount for Step 3 **Step 3 — Day 18 (Email): Escalated Incentive** Offer by segment: - High-LTV: 20% off + free shipping + free sample - Medium-LTV: 15% off + free shipping - Low-LTV: 10% off (first discount for this segment) Body: Curated "welcome back bundle" based on purchase history, UGC photos, bundle price with discount shown (strike-through original) **Step 4 — Day 30 (Email + SMS): Final Attempt** Subject lines: - A: "Last chance: your offer expires tonight" - B: "We'll stop bugging you — but first..." Body: Single clear CTA — one-click reorder with discount auto-applied. Countdown timer. Visible unsubscribe (protects deliverability). After Step 4: Purchasers → post-reactivation flow. Non-purchasers → monthly newsletter only. Do NOT re-enter for 90 days. **KPIs to Track:** - Reactivation rate by segment (target: High 15-20%, Medium 8-12%, Low 5-8%) - Revenue per reactivated customer (target: 1.2x AOV = $90+) - Discount cost as % of recovered revenue (target: <12%) - 90-day post-reactivation retention rate