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Email templates

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Win-back email templates

Win-back emails go to people who used to engage and stopped: subscribers who no longer open, or customers who have not come back. The sequence tries a few honest reasons to return, then removes the people who still are not interested.

Templates
5
Templates
Days inactive to start
60–120
Days inactive to start
Clean exit at the end
1
Clean exit at the end

Quick answer

When to send
After a period of inactivity that is long for your cadence: around 60 to 90 days without an open or click for a weekly newsletter, or a missed repeat-purchase window for a store. Space the emails about a week apart.
Goal
Bring back the people who still want to hear from you, and stop mailing those who do not, so engagement on the rest of your list stays healthy.

The templates

Replace everything in [square brackets] with your own details. Words in double curly braces, like {{name | 'there'}}, are Lumail variables: they are filled per subscriber at send time, and the value after the pipe is the fallback when the field is empty.

  1. 01Day 0 · after 60–90 days without opens or clicks

    The soft check-in

    A low-pressure note that asks if they still want the emails.

    Subject line
    Still interested in [topic]?
    Preview text
    No hard feelings either way. One click tells me.
    Variables:{{name}}built-in field
    Body
    Hi {{name | 'there'}}, It's been a while since you opened one of my emails, so I wanted to check in. You signed up for [what they signed up for]. If that's still useful, click below and nothing changes: [Button: Yes, keep me on the list] If your interests have moved on, that's fine too. You can unsubscribe at the bottom of this email, no questions asked. [Your name]

    Why it works: A single yes button gives the reader an easy way to signal interest, and a click is a positive engagement signal for future sends.

  2. 02Day 7 · if the check-in got no click

    What changed since you left

    Shows lapsed users what is new and better.

    Subject line
    A lot has changed at [Product]
    Preview text
    [Biggest improvement] and [number] other things you haven't seen.
    Variables:{{name}}built-in field
    Body
    Hi {{name | 'there'}}, The last time you used [Product] was a while ago. Since then, we've shipped: - [Improvement that addresses a common reason people leave] - [Second improvement] - [Third improvement] If you left because of [common complaint], it's worth another look. [Button: See what's new] [Your name]

    Why it works: Many people leave over a specific gap. Naming fixes for common complaints gives them a concrete reason to try again.

  3. 03Day 14 · lapsed customers only

    The incentive

    A time-limited offer for lapsed customers.

    Subject line
    {{name | 'Hey'}}, here's [offer] to come back
    Preview text
    Valid until [date]. No catch.
    Variables:{{name}}built-in field
    Body
    Hi {{name | 'there'}}, We'd like you back, so here's [offer, e.g. "20% off your next order" or "a free month"]. Use code [CODE] before [date]. [Button: Use my offer] If there's a reason you stopped [buying / using Product], I'd genuinely like to know. Reply with a line and I'll read it. [Your name]

    Why it works: Offers work best for customers who have paid before. Keep them for this step so you do not train your whole list to wait for discounts.

  4. 04Day 21 · if no click on previous emails

    The feedback ask

    Asks why they stopped, with one-click answers.

    Subject line
    Can I ask why?
    Preview text
    One click, and it helps us more than you'd think.
    Variables:{{name}}built-in field
    Body
    Hi {{name | 'there'}}, You haven't been around for a while, and I'd like to understand why. Which of these is closest? - [Too many emails] - [Not relevant to me anymore] - [Switched to another tool] - [Too expensive] - [Something else: just reply] Click the one that fits. It takes a second and it shapes what we do next. Thanks, [Your name]

    Why it works: Clickable answers get more responses than an open question, and each answer can tag the subscriber for a different follow-up.

  5. 05Day 28 · last email, then unsubscribe if no click

    The goodbye

    The final email before removing them from the list.

    Subject line
    Should I stop emailing you?
    Preview text
    I'll remove you from the list unless you click below.
    Variables:{{name}}built-in field
    Body
    Hi {{name | 'there'}}, I haven't heard from you in a while, so this is the last email I'll send unless you tell me otherwise. If you'd like to keep getting [newsletter or updates], click here: [Button: Keep me subscribed] Otherwise I'll take you off the list in [7 days]. No hard feelings, and you can always sign up again at [link]. Thanks for reading while you did, [Your name]

    Why it works: Removing people who do not respond protects inbox placement for everyone else, and the clear deadline makes the click more likely from those who care.

Best practices

  • Define inactive for your cadence. Ninety days without an open means something different for a daily list and a monthly one. Base the threshold on how many emails they ignored, not only on time.
  • Separate subscribers and customers. Inactive newsletter readers need a reason to care again. Lapsed customers can be offered a discount. Do not send both the same sequence.
  • Look at clicks, not only opens. Some mail clients load images automatically, which records opens that never happened. A click is a stronger signal that someone is still reading.
  • Actually remove non-responders. The point of the sequence is to end with a cleaner list. Continuing to mail people who ignored the goodbye email raises complaint risk.
  • Stop the sequence on any engagement. If someone clicks the first email, they are back. Move them out of the win-back flow immediately.

Send it with Lumail

  • Find the inactive segment

    Lumail records opens and clicks per subscriber and flags machine opens, so you can filter on real engagement instead of raw opens.

  • Run it as a workflow with exits

    Enroll the segment manually into a workflow, use wait steps between emails, and add an exit rule so anyone who clicks leaves the sequence.

  • Clean up automatically

    Automatic list cleanup unsubscribes people with no opens or clicks for 30, 90 or 180 days. Run the win-back first, then let cleanup handle the rest.

Frequently asked questions

What is a win-back email?

An email sent to someone who used to engage, a subscriber who stopped opening or a customer who stopped buying, with a reason to come back. A win-back sequence usually ends by removing people who still do not respond.

When should I send a win-back email?

When a subscriber has ignored enough of your emails that they are probably not reading: often 60 to 90 days for a weekly newsletter. For customers, use your typical repeat-purchase window.

Should I offer a discount in a win-back email?

For lapsed customers, a time-limited offer can work. For inactive newsletter subscribers, a discount rarely helps. Remind them what they signed up for and what has changed instead.

What happens to people who do not respond?

Remove them from your marketing list or unsubscribe them. Continuing to mail people who never engage lowers engagement rates and can affect inbox placement for the rest of your list.

Related

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