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What Is a Win-Back Email Template?
Templates save hours.
A win-back email template is a pre-written email sequence designed to re-engage customers who have stopped purchasing. Stores using structured win-back templates recover 8-12% of lapsed buyers, generating 3-5x ROI on email spend according to Klaviyo's 2025 ecommerce benchmark data. The best templates follow an escalating offer structure across 5 emails over 90 days.
Most stores know they need a win-back flow. Few actually build one. The reason is simple — writing re-engagement emails from scratch is tedious. You stare at a blank screen, type "We miss you," and hate yourself for it.
That is why templates exist. Not generic ones you find on marketing blogs. Tested ones. The kind we deploy across Shopify stores we manage in Malaysia and Singapore, with actual subject lines, body copy, and send windows that produce results.
This post gives you every email in a 5-step win-back sequence. Copy them. Paste them into Klaviyo, Omnisend, or Mailchimp. Adjust the brand name, product references, and discount amounts. Launch the flow in an afternoon.
If you want the strategy behind why win-back ladders work, read our win-back email campaign guide. This post is the tactical companion — the actual words you send.
How Many Emails Should a Win-Back Sequence Have?
Five is the number.
The optimal win-back sequence contains 5 emails sent over 60-90 days, starting with a no-discount value email and escalating to a final sunset notice. Omnisend's 2025 data shows that 5-email win-back flows outperform 3-email sequences by 42% in recovered revenue, because later emails catch price-sensitive buyers that early emails miss.
Here is the structure, timing, and purpose of each email:
| Day | Type | Discount | Purpose | |
|---|---|---|---|---|
| 1 | 30 | Value / reminder | None | Nudge — recover the forgetful |
| 2 | 45 | Social proof | None | Build desire with reviews and results |
| 3 | 55 | Small incentive | 10-15% | Convert the hesitant |
| 4 | 70 | Bigger incentive | 20-25% | Convert the price-sensitive |
| 5 | 90 | Sunset / last chance | Best offer | Final attempt + list hygiene |
The escalation matters. If you start with a discount, you train customers to wait for one. If you start with value, you recover buyers who just needed a reminder — and protect your margins.
We have tested 3-email, 5-email, and 7-email sequences across stores in KL and Singapore. Five hits the sweet spot. Three leaves money on the table. Seven annoys people without converting enough to justify the extra sends.
Let me walk you through every email, word by word.
What Should Email 1 Say? (The Value Reminder)
Lead with helpfulness.
Email 1 is a no-discount value email sent 30 days after the last purchase. It recovers 2-4% of lapsed customers on its own, according to Klaviyo flow benchmarks, by reminding buyers of a product they already own. No pitch, no discount — just genuine usefulness that re-opens the relationship.
This email does the lightest possible lift. The customer bought from you. They liked the product enough to finish the purchase. They simply forgot you exist. Remind them.
Subject Line Options
- "Your [product name] — getting the most out of it?"
- "Quick tip for your [product category]"
- "[First name], one thing about your [product name]"
Template: Email 1
Subject: Your [product name] — getting the most out of it?
Preview text: A quick tip most customers miss
Hi [first name],
You picked up [product name] [X] weeks ago. Great choice — it's
one of our most reordered products.
Here's something most customers don't know:
[Insert one genuinely useful tip about the product. Examples:
- "Store it in the fridge for 2x the shelf life."
- "Pair it with [complementary product] for better results."
- "Use it [specific way] — 73% of repeat buyers tell us this
is what made the difference."]
If you have questions about your order or want recommendations
based on what you bought, just reply to this email. I read
every one.
[First name of founder or brand rep]
[Brand name]
P.S. — Your account is all set up at [store URL]. Everything
you've ordered is saved there.
Why This Works
No selling. No discount. The P.S. drives them back to the site with a low-friction reason (checking their account). We have seen 2-4% conversion rates from this email alone across beauty, supplements, and food brands.
What Should Email 2 Say? (The Social Proof Email)
Let other customers do the selling.
Email 2 uses social proof — reviews, ratings, user photos — sent 45 days after the last purchase. Research from the Spiegel Research Center at Northwestern shows products with reviews are 270% more likely to be purchased. This email converts 1-3% of remaining lapsed buyers by showing them what they are missing.
Most win-back guides skip this step. They jump straight from "we miss you" to "here's 10% off." That leaves a gap. Some customers do not need a discount. They need proof that other people are still buying and loving the product.
Subject Line Options
- "4,200 reviews. Here's what they say about [product]."
- "[First name], see what other [product] buyers are saying"
- "Still the most-reviewed [product category] in our store"
Template: Email 2
Subject: 4,200 reviews. Here's what they say about [product].
Preview text: Real customers, real results
Hi [first name],
Since you bought [product name], [number] more customers have
tried it. Here's what they're saying:
⭐⭐⭐⭐⭐ "[Short, specific customer review quote]"
— [Customer first name], [City/Country]
⭐⭐⭐⭐⭐ "[Short, specific customer review quote]"
— [Customer first name], [City/Country]
⭐⭐⭐⭐⭐ "[Short, specific customer review quote]"
— [Customer first name], [City/Country]
[Product image]
If you'd like to restock or try something new, your account
is ready: [CTA button: "Visit your account"]
[Brand name]
Why This Works
Three reviews. Real names. Star ratings. This email works on ego morphing — the reader sees people like them enjoying the product and wants back in. Keep the reviews short (one sentence each) and specific (mention a result, not a vague "love it!").
What Should Email 3 Say? (The Small Incentive)
Now introduce the first offer.
Email 3 introduces a modest 10-15% discount at day 55, targeting customers who wanted to reorder but needed a nudge. Shopify's 2025 email marketing report shows that the first discount email in a win-back sequence converts 3-5% of recipients when preceded by non-discount emails. Starting higher than 15% here leaves no room to escalate.
You have already sent two non-promotional emails. The easy wins are recovered. Now you are dealing with customers who want to buy but need a reason to act today.
Subject Line Options
- "10% off — just for you, [first name]"
- "A small thank-you for being a customer"
- "Your exclusive code inside (expires in 5 days)"
Template: Email 3
Subject: 10% off — just for you, [first name]
Preview text: Your code expires in 5 days
Hi [first name],
It's been a little while since your last order. We'd love to
have you back.
Here's 10% off your next purchase — no minimum:
Your code: WELCOME-BACK-10
Expires: [date, 5 days from send]
[CTA button: "Shop now with 10% off"]
A few things that are new since your last visit:
- [New product or collection #1]
- [New product or collection #2]
- [New product or collection #3]
See you soon,
[Brand name]
Does this sound like your store? Find out where you're leaking revenue — take the free Revenue Score. 3 minutes. Free. No pitch.
Why This Works
Five-day expiry creates urgency without being aggressive. The "what's new" section gives a reason to browse beyond the original product. Keep the code simple and memorable — customers will screenshot it and come back later.
What Should Email 4 Say? (The Bigger Incentive)
Raise the stakes.
Email 4 escalates to 20-25% off with a 72-hour deadline, sent around day 70. According to Barilliance's ecommerce data, time-limited win-back offers convert 2.5x more than open-ended discounts. This email targets the price-sensitive segment — buyers who want the product but only act when the deal feels exceptional.
At this point, the customer has ignored three emails. They are not forgetful. They are not lacking social proof. They need a deal that feels too good to skip.
Subject Line Options
- "We don't usually do this: 25% off everything"
- "[First name], your biggest discount ever (72 hours)"
- "Last chance at this price — 25% off ends Friday"
Template: Email 4
Subject: We don't usually do this: 25% off everything
Preview text: 72 hours only. Then it's gone.
Hi [first name],
I'll be honest — we rarely offer discounts this big. But
it's been [X] days since your last order, and we want you
back.
25% off everything in the store. No minimum. 72 hours.
Your code: COMEBACK-25
Expires: [date/time, 72 hours from send]
[CTA button: "Claim 25% off"]
Here's what I'd grab if I were you:
1. [Best-selling product] — [price] → [discounted price]
2. [Product related to their purchase] — [price] → [discounted price]
3. [New arrival] — [price] → [discounted price]
After [expiry date], this code deactivates and we won't be
able to extend it.
[Founder first name]
[Brand name]
Why This Works
The 72-hour window is critical. Cialdini's scarcity principle drives action when something is genuinely limited. Show crossed-out prices — the visual gap between original and discounted price triggers loss aversion. The personal tone ("I'll be honest") reads like a real message, not a marketing blast.
What Should Email 5 Say? (The Sunset Email)
This is the last email. Make it count.
Email 5 is the sunset notice sent at day 90, combining your best offer with an explicit warning that you will stop emailing them. HubSpot's 2025 email data shows sunset emails generate 2-4x the click rate of standard win-back emails because loss aversion — the fear of losing access — is a stronger motivator than any discount. After this email, suppress non-responders.
The sunset email serves two purposes. First, it recovers the last segment of savable customers through the combination of your best offer and genuine scarcity (this really is the last email). Second, it cleans your list. Everyone who does not engage after five emails should be suppressed.
Subject Line Options
- "Should we stop emailing you?"
- "This is our last email (unless you say otherwise)"
- "[First name], before we say goodbye"
Template: Email 5
Subject: This is our last email (unless you say otherwise)
Preview text: One last thing before we go
Hi [first name],
We've noticed you haven't visited in a while, and the last
thing we want is to clutter your inbox.
So this is our last email to you.
Unless you'd like to stay. In that case, here's our way of
saying thank you:
25% off + free shipping on your next order.
Your code: STAYWITHUS
Expires: [date, 7 days from send]
[CTA button: "I want to stay — shop now"]
If we don't hear from you, we'll remove you from our list.
No hard feelings.
It's been great having you as a customer.
[Founder first name]
[Brand name]
P.S. — If you'd rather just stay on the list without buying,
that's fine too. Just click here: [link to re-subscribe /
preference center]
Why This Works
"We'll remove you from our list" triggers loss aversion. The P.S. catches people who want to stay subscribed but are not ready to buy — keeping them engaged without hurting your metrics. The 7-day window is more generous than email 4 because this is truly the last chance.
What to Do After Email 5
Suppress. Every contact who did not open, click, or purchase across all five emails goes to a suppression list. This is not optional. Continuing to email unengaged contacts damages your sender reputation, which reduces deliverability for your entire list — including your best customers.
Review the full strategy behind suppression and list hygiene in our re-activation campaign guide.
What Results Should You Expect From These Templates?
Numbers vary, but patterns are consistent.
A 5-email win-back sequence using these templates typically recovers 8-12% of lapsed customers over 90 days, with a combined ROI of 3,500-4,200% on email platform costs. WebMedic's data across 30+ Shopify stores in Malaysia and Singapore shows the average recovered customer places 1.8 additional orders in the following 12 months.
Here are the benchmark conversion rates by email, based on our client data and Klaviyo's published benchmarks:
| Avg Open Rate | Avg Click Rate | Avg Conversion Rate | Revenue Share | |
|---|---|---|---|---|
| 1 — Value reminder | 38-42% | 4-6% | 2-4% | 15% |
| 2 — Social proof | 32-36% | 3-5% | 1-3% | 10% |
| 3 — 10% off | 35-40% | 6-9% | 3-5% | 20% |
| 4 — 25% off | 30-35% | 8-12% | 4-7% | 25% |
| 5 — Sunset | 45-55% | 10-15% | 5-8% | 30% |
Sources: WebMedic client data (2024-2026) + Klaviyo ecommerce benchmarks
Notice that the sunset email has the highest open rate. The subject line "Should we stop emailing you?" outperforms every other win-back subject line we have tested. Loss aversion is real.
The total revenue impact depends on your list size and AOV. For a store with 10,000 lapsed contacts and a RM150 AOV, these templates typically recover RM120,000-RM180,000 annually.
Set up the full ecommerce email automation system to make sure win-back is just one of five revenue-generating flows running in your store.
How Do You Customize These Templates for Your Brand?
Templates are starting points.
Customize win-back templates by replacing three elements: product references (match their last purchase), tone (match your brand voice), and incentive structure (match your margins). According to Campaign Monitor's personalization research, emails with personalized product recommendations generate 6x higher transaction rates than generic templates.
Here is what to change and what to keep:
Keep These Elements
- The escalation structure. Value first, discounts later. This order is non-negotiable.
- The timing windows. 30-45-55-70-90 days. Adjust only if your repurchase cycle is longer than 90 days.
- The sunset mechanic. Always end with a genuine removal warning. Always suppress after.
- Short copy. Every email should be under 150 words. Win-back emails are not newsletters.
Customize These Elements
- Product references. Use dynamic merge tags to pull in their last purchase. "Your [Vitamin C Serum]" beats "Your last order" every time.
- Review quotes. Pull real reviews from your store. If you use Judge.me, Loox, or Stamped, export the highest-rated reviews for your top products.
- Discount amounts. If your margins are under 50%, adjust to 5% / 15% / 20% instead of 10% / 25% / 25%. Never offer more than your margin allows.
- Brand voice. A skincare brand sounds different from a pet food brand. Rewrite the templates in your voice while keeping the structure.
- Sender name. Use a real person's name (founder, customer service lead) instead of the brand name. Personal sender names increase open rates by 15-20%.
Platform-Specific Setup Notes
Klaviyo: Create a Flow triggered by "Has not placed order since" > 30 days. Add time delays between emails. Use conditional splits to skip emails 3-5 for anyone who converts earlier in the sequence.
Omnisend: Use the pre-built "Customer Reactivation" workflow as a starting point. Replace the default emails with these templates. Set the trigger to 30 days of inactivity.
Mailchimp: Use a Customer Journey with a "Purchase activity" starting point. Note: Mailchimp's automation is less flexible than Klaviyo for conditional logic, so consider upgrading if you run a Shopify store with 5,000+ contacts.
Frequently Asked Questions
What is the best winback customer email template for ecommerce?
The most effective winback customer email template follows a 5-email escalating sequence over 90 days — starting with a value-only reminder, adding social proof, then introducing discounts of 10%, 25%, and a final sunset offer. This structure recovers 8-12% of lapsed customers based on Klaviyo and WebMedic benchmarks across Shopify stores.
How soon should I send a win-back email after a customer stops buying?
Send the first win-back email 30 days after the customer's last purchase for consumable products (beauty, food, supplements). For durable goods with longer repurchase cycles, extend to 60-90 days. Sending too early annoys active customers. Sending too late means they have already moved to a competitor.
What subject lines work best for win-back emails?
Subject lines that reference the customer's specific product or trigger loss aversion outperform generic "we miss you" lines. "Should we stop emailing you?" consistently achieves 45-55% open rates in WebMedic's tests. Personalized subject lines with the customer's first name increase open rates by 22% according to Campaign Monitor data.
Should I offer a discount in my first win-back email?
No. Start with a no-discount value email. Customers who just forgot about you will convert without a discount, protecting your margins. Offering a discount immediately trains customers to wait for promotions. WebMedic's data shows that no-discount first emails recover 2-4% of lapsed buyers — revenue that would have cost you margin if you led with 10% off.
How do I set up a win-back flow in Klaviyo?
Create a new Flow in Klaviyo triggered by "Placed Order" with a "Has not placed order since" filter set to 30 days. Add five email steps with time delays of 15 days between each. Use conditional splits after each email to exit customers who purchase. Add a profile property update at the end to tag non-responders for suppression.
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