If you haven’t read our full breakdown on how to build a high-performing win‑back flow, start there: Win‑Back Flow Tear‑Down and Template for High-Performance Retention Marketing
That article unpacks why win-back flows matter, the timing behind each message, how to segment your audience, and tactical optimizations that improve ROI without eroding margin. Once you understand the strategy, this email template set will help you put it into practice immediately.
These templates are designed for re-engagement flows in Shopify Mail, Klaviyo, Postscript, or similar platforms. Each email uses distinct emotional and psychological cues to rebuild customer interest, tap into nostalgia, offer value, and incentivize immediate action.
Email 1: “We Miss You”
Subject line:
Still thinking about you
Body:
Hey [First Name],
It’s been a little while since we last connected, and we just wanted to check in. Whether you’ve been exploring new things or taking a break, we miss having you in our community.
We’ve been growing, improving, and creating—with you in mind. Come see what’s new.
CTA:
See What’s New
What You’re Getting Out Of Email 1:
- Emotional Reconnection: Uses personal, nostalgic language (“we miss you”) to rekindle a sense of belonging.
- Open Loop: “Come see what’s new” creates curiosity and drives clicks.
- Non-pushy Tone: It's friendly and invitational rather than urgent or sales-driven, ideal for warming up cold contacts.
Email 2: “Why You Loved Us”
Subject line:
A little reminder from the past
Body:
You chose [Product Name] because it delivered [benefit]. And we’re still committed to delivering that and more.
Let’s reconnect with what made you fall in love with us in the first place.
CTA:
Explore Your Favorites
What Email 2 Gives You:
- Nostalgia Trigger: Reminds customers of their original positive experience and satisfaction.
- Confirmation Bias: Reinforces their previous good decision, encouraging consistency with past behavior.
- Relevance: Personalizes the benefit to reignite interest in their specific preferences.
Email 3: “Let’s Make It Official”
Subject line:
Still on the fence? Let’s change that.
Body:
We get it—life gets busy. But if you’ve been thinking about reconnecting, now’s a great time.
We’ve saved your favorites and made a few updates we think you’ll love.
Why not take a peek and see if anything sparks joy?
CTA:
Revisit My Picks
Why Email 3 Works:
- Empathy and Understanding: Acknowledges customer hesitation or inaction with a non-judgmental tone.
- Choice Architecture: The phrase “we’ve saved your favorites” reduces friction by making the decision feel easier.
-
Joy Activation: “Sparks joy” taps into emotional satisfaction and curiosity (popularized by the Marie Kondo philosophy), making the click feel emotionally rewarding.
Email 4: “Come Back and Save”
Subject line:
15% off if you miss us too
Body:
We’d love to see you again. As a thank-you, here’s 15% off your next order—good for the next 72 hours.
CTA:
Redeem My Discount
Need help picking something out? Our team is standing by to help.
What Makes Email 4 Effective:
- Reciprocity: Offering a discount creates a sense of obligation to give back with a purchase.
- Urgency and Scarcity: The 72-hour time limit nudges quick action through FOMO (fear of missing out).
-
Assurance: Reassures the customer with support availability, reducing indecision or anxiety around reordering.
Summary of Flow Logic
- Email 1 builds gentle emotional re-engagement.
- Email 2 reminds the customer of the product's original value and experience.
- Email 3 addresses hesitation with empathy and low-commitment re-entry.
- Email 4 delivers a tangible incentive to convert—framed as a limited-time offer.
Need more? Let’s talk about your Retention Strategy.
These templates are just the beginning. The real magic happens when your win‑back emails are tailored to your brand voice, product lifecycle, customer personas, and LTV segments.
Whether you're a DTC wellness brand, fashion label, or subscription-based marketplace, we can help craft a win‑back flow that feels uniquely yours, from subject line to CTA.
Want to:
- Personalize win-back messages based on past purchase behavior?
- Align incentive tiers with customer value (without eroding margin)?
- Sync your flow with paid retargeting or loyalty programs?
- Create dynamic emails that auto-populate product images, reviews, or bundles?
We do all that, and more.
Talk to us about your custom retention flows. Let’s turn your lapsed customers into loyal returners, with messaging that actually resonates.
