The win-back emails that work tell a lapsed customer what changed while they were away. New products, a new flavor, a better way to use what they bought. Here are 8 R10N designed for real brands, and how each one makes coming back easy.
Your first three designs are free until November 27. No card.
What a good win-back email does
It gives a quiet customer a reason to look again that is about them and about now: what is new since their last visit, and one easy first step back. It does not beg, and it does not lead with the discount.
Lead with what changed. Magic Brush opens on “Since you last swiped” and three dated arrivals. Lippa says “Two new flavors, same formula”. Butterfly SZN sets out what launched, month by month.
Make the first step small. Myprotein offers a one-pound sample before asking for a full tub. Neutonic offers a subscription with a gift.
Sound like the brand on a good day. “Come back. Do the thing.” is two lines and entirely Neutonic’s.
Send it to the right people. Past customers who have gone longer than usual since their last order, not everyone who has not opened this week.
Win-back emails R10N designed
Each was made from the brand's public website and a one-line brief. Open one to read it at full length.
Concept designs generated by R10N from each brand’s public website. Not affiliated with or endorsed by the brands shown. To request removal, email hello@r10n.app.
Design one for your quiet customers
A win-back for customers who have not ordered in 90 days. Lead with the two products we launched since, keep it warm and short, and offer free shipping on the next order.
R10N reads your products from your website, so name the ones that are new and it designs with the real ones, photographs and prices included. Save the email as a template in Klaviyo, Omnisend or Mailchimp for the flow, or send it as a one-off campaign. See also welcome email examples and sending image emails to a cold list.
Questions
When should a win-back email be sent?
When a customer has gone longer than usual without buying. For something people reorder monthly that might be six or eight weeks; for a jacket it might be most of a year. Your email platform can start the flow from the days since the last order.
What is the difference between a win-back and a re-engagement email?
A win-back usually goes to past customers who stopped buying. A re-engagement email goes to subscribers who stopped opening, whether or not they ever bought. The emails can look alike; the audience and the goal differ.
Should I remove people who never come back?
Yes, after a last attempt. Subscribers who never open drag down how inbox providers see the rest of your sends, which matters even more for image-heavy email. Suppressing them protects everyone else's inbox placement.
