Winback journeys use artificial intelligence to identify which of your subscribers are most likely to churn, and send time timely, automated messages to reengage with your brand. Subscribers enter a winback journey if they haven’t made a purchase from you in 45 days.

Heads up: this article assumes that you're already familiar with the triggered email journeys step, as well as the basics of how Triggered email journeys work. Before you dive in here, you may want to review the following:

You should know

  • If you have browse, cart, or checkout abandonment journeys live at the same time, Attentive will automatically only reach out to the customer with the outreach targeted at the latest point of the customers’ journey. For example, subscribers will not receive a cart abandonment email if they start the checkout process, only the checkout email.
  • Attentive enforces quiet hours for automated messages. If an automated SMS message is triggered during quiet hours, the delivery will be delayed until quiet hours are over. If you want to make adjustments to your quiet hours, you can do so in the Settings tab. To learn how, see Quiet Hours.

Best practices: winback journey that sends triggered emails

For winback journeys, we recommend sending a sequence of four emails: one as the default 45 days after a subscriber’s most recent purchase, and then one email per month after.

  1. After the Winback eligible step, add a Send email step.  Use the first point of contact as an opportunity to remind your customer on why they signed up in the first place. Life gets busy, and a simple hello email can quickly convert them from an unengaged customer to a loyal purchaser. Provide them an update on new products, and make them feel recognized.
    j-te-bp-winback-email-1.png
    Subject line suggestions:
    • We miss you (and you’re missing out)!
    • Because we miss you
    • Let’s start over
  2. After the first Send email step, add a 4 week wait step.
  3. Add a branch step after the wait step. For this winback journey, we’ll use branch steps to avoid spamming subscribers who purchased something from you since entering the journey. Branch on What action the subscriber has taken, and then Has made a purchase at least once since starting this journey.
  4. In the Else branch, add a second Send email step. Offer an incentive to encourage repurchase with the second point of contact. This is a perfect opportunity to let your customers know why they should be shopping at your store.
    j-te-bp-winback-email-2.png
    Subject line suggestions:
    • Psst…x% off your next order is waiting!
    • Hey! Here’s a gift because we miss you.
    • We miss you…& here’s x% off to prove it.
  5. After the second Send email step, add another 4 week wait step.
  6. Add a branch step after the wait step, again branching on What action the subscriber has taken, and then Has made a purchase at least once since starting this journey.
  7. In the Else branch, add your third Send email step. Use the third email to ask for feedback directly from your customers. This will not only improve your marketing strategy going forward, but it will show your customers that their satisfaction is a top priority for your brand.
    j-te-bp-winback-email-3.png
    Subject line suggestions:
    • We’re listening!
    • Let’s keep our conversation going
    • We want to hear from you (and give you x% off)
  8. After the third Send email step, add another 4 week wait step.
  9. Add a branch step after the wait step, again branching on What action the subscriber has taken, and then Has made a purchase at least once since starting this journey.
  10. In the Else branch, add your fourth Send email step. Use the fourth email as a last chance email. Allow the customer to make a choice about their subscription. Ensure the copy in the email is concise and a quick read for the customer.
    j-te-bp-winback-email-4.png
    Subject line suggestions:
    • Was it something we said?
    • Breaking up is hard to do
    • It’s not the same without you!
  11. At the end of the journey map, add an End journey step.
  12. Click Turn on in the upper right corner. And you’re done! Your cart abandonment journey is now live.