A winback email is an email that goes out to customers who haven’t purchased for a while. Let’s say that your general repeat purchase frequency is every 3 months for good, long-term customers.
So what you can do is send an email out right about at that point (or slightly thereafter) – let’s say 100 days out – and incentivize those customers to come back and purchase with you again.
Because many online stores have a lot of single one-time purchases, you want to do all that you can to keep each customer as a long-time, repeat customer.
A month or two after having sent the first winback, if the customer still hasn’t come back, you can send another follow-up.
This is a good time to consider increasing the incentive.
