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ToolDeck

Ecommerce

Lapsed-Customer Win-Back

Customers who haven't bought in 90 days get a personalized 'we miss you' sequence.

Saves about ~2 hrs per week

What it does

  • Identifies customers inactive for 90+ days
  • Personalizes the offer from their previous orders
  • Sends a 2-step win-back with the right incentive
  • Excludes anyone who recently re-engaged

How it works

  1. Inactive customer list pulled
  2. AI picks a relevant offer from order history
  3. 2-step win-back sequence sends
  4. Re-engaged customers stop the flow

What's included

  • Inactivity rules
  • Personalized offers
  • 2-step sequence

Set it up yourself

Follow these 4 steps in order. You will need accounts for: Shopify, Gmail.

Step 1: Define inactivity

  1. Decide the lapsed threshold: 90 days is common; adjust for your purchase cycle.
  2. Add a re-engagement rule: anyone who ordered in the last 30 days is excluded.
  3. Define 'recently re-engaged' to pause the flow.
  4. Create a sheet 'Lapsed List' with columns: Email, Last Order Date, Last Order Contents, Win-Back Status.
  5. Test the query returns the right people.

Watch out: Use your actual repurchase cycle — a consumable brand's lapsed is 60 days; a durable goods brand's is a year.

Step 2: Connect order history

  1. Query Shopify orders grouped by customer email.
  2. Identify each lapsed customer's most-recent order contents and value.
  3. Store these in the Lapsed List rows.
  4. Add a preference/segment column if you know it (e.g. category they buy).
  5. Test the order-history enrichment on 5 customers.

Watch out: The previous order contents are the personalization fuel — without them the win-back is a generic blast.

Step 3: Write the sequence

  1. Email 1 (day 0): 'We miss you' with a gentle nudge based on their past order ('The {product} you liked is back').
  2. Email 2 (day 5): an incentive — a discount or free-shipping code with an expiry.
  3. Both reference their order history via dynamic fields.
  4. Keep under 100 words each.
  5. Save as templates with the dynamic fields.

Watch out: Incentive in email 2, not email 1 — a code in the first email trains customers to wait for discounts.

Step 4: Test on a segment

  1. Run the sequence on a small segment first (e.g. 50 customers).
  2. Check open, click, and repurchase rates.
  3. Verify the stop rule: repurchase closes the flow.
  4. Verify no email goes to unsubscribed addresses.
  5. Scale to the full list after a clean test.

Watch out: Watch unsubscribe rate — a win-back that raises unsubscribes is disqualifying; back off the tone or offer.

Frequently asked questions

What does the Lapsed-Customer Win-Back automation do?

Customers who haven't bought in 90 days get a personalized 'we miss you' sequence. Identifies customers inactive for 90+ days

How much time does Lapsed-Customer Win-Back save?

It is estimated to save ~2 hrs per week. Actual savings depend on your volume.

Which tools does Lapsed-Customer Win-Back use?

It works with Shopify and Gmail.

What does Lapsed-Customer Win-Back include?

Inactivity rules, Personalized offers, 2-step sequence.

Can I set up Lapsed-Customer Win-Back myself?

Yes. The do-it-yourself guide on this page walks through 4 steps, from getting access to testing the finished automation.