Win-Back· Dormant Loyalists
Why this week, this cohort.
1,450 of your repeat customers haven't ordered in over 120 days. They're the easiest money you'll make this quarter.
You have 1,450 loyalists who've bought from you at least twice but have gone quiet for more than four months. They know your brand. This sequence reminds them of a product they already own—the Camo Tee in Black—to bring them back without a discount.
You have 1,450 loyalists who've bought from you at least twice but have gone quiet for more than four months. They know your brand. This sequence reminds them of a product they already own—the Camo Tee in Black—to bring them back without a discount.
Win-Back · Dormant Loyalists
A three-email win-back sequence for customers who've bought at least twice but haven't ordered in 120+ days. It uses the Camo Tee in Black as the anchor product—something they already know—to trigger a memory and invite them back without a discount.
Camo Tee in Black is the clearest product memory cue for dormant buyers; the campaign tests product recall instead of a broad brand nudge. 7 observed customers/orders/units keep the recommendation on Camo Tee in Black.; 7 observed customers/orders/units support keeping the message on Camo Tee in Black
The buyer needs to believe Camo Tee in Black is the right product-specific next step now.
buyer may remember the brand but not why Camo Tee in Black deserves another look now.
Rejected because the computed brief has a stronger product path.
Rejected because generic discount is blocked by the computed brief.
Rejected as a launch; only proof capture is defensible.
Dormant loyalists represent 15.1% of repeat buyer base (derivedaudit.audiencesizeratiovshero.loyalistdormant) with reactivation potential 5-14.7% (industry.winbackreactivationratepct_band).
Camo Tee in Black used as catalog anchor based on cohort purchase history (9 orders, 7 customers per cohort product graph).
3-touch sequence over 7 days aligns with 120+ day dormancy period; excludes responders progressively per Rule 2.
The ship order.
Day-by-day. Each touch names the channel, the audience refinement, and the angle. Subject lines + body copy unlock once you book the kickoff.
- 010AudienceAll 1,450 Dormant Loyalists
- 023AudienceDormant Loyalists who didn't buy after T1
- 037AudienceDormant Loyalists who didn't buy after T1 or T2
The parent segment every touch points at.
A segment is a saved filter that auto-groups the right customers — build it carefully once and the rest of the week references it. Spend ten minutes here.
W1 Dormant Loyalists (120+ Days)Placed Order at least 2 times over all timeLast order date is more than 120 days agoEmail is subscribed
Name campaigns and tag links the same way every time.
Two short codes that turn anonymous "clicks" into "clicks from week 1 touch 2." Without them, the scorecard at the end of the week can't tell which touch did the work.
W1 Win-Back T{n}utm_source=klaviyo&utm_medium=email&utm_campaign=w1_winback_t{n}Pin these to the wall before you hit send.
Each guardrail is a small habit. Skip one and the week's numbers get harder to read at the end — not impossible, just noisier than they need to be.
Hey {{ first_name|default:"there" }},
It has been a minute since your last Funday order. We are not here with a discount. We are using one concrete product as the reminder: Camo Tee in Black.
It is the midweight, soft-washed staple from the catalog, and it gives this win-back a real product anchor instead of a generic check-in.
If that lane still fits your rotation, take a look. If not, no pressure.
— Team Funday
Audience, settings, send.
The body copy on the previous page is the work product. This page is the ship list — where to paste each thing inside Klaviyo campaign.
W1 Dormant Loyalists (120+ Days)Placed Order count >= 2Repeat buyers (2+ orders)Last Placed Order <= '120 days ago'Dormant (last order >120 days)Email Subscribed: trueActive email subscribers
Team Funday <hello@funday.com>Day 0 · 11:00 AM recipient timezoneutm_source=klaviyo&utm_medium=email&utm_campaign=w1_winback_t1Schedule this campaign to send today. The audience is a static snapshot taken at send time.
Hi {{ first_name|default:"there" }},
The product detail we are testing is simple: midweight structure, soft-washed comfort, and a Camo lane that reads casual without looking careless.
That is why Camo Tee in Black is the anchor for this dormant-customer test. It gives the email a product reason to exist without pretending every recipient bought this exact SKU.
— Team Funday
Audience, settings, send.
The body copy on the previous page is the work product. This page is the ship list — where to paste each thing inside Klaviyo campaign.
W1 Dormant Loyalists (120+ Days)Placed Order count >= 2Original segmentLast Placed Order <= '120 days ago'Exclude responders from touch1Email Subscribed: trueEmail Subscribed: truePlaced Order zero times since receiving W1 T1Placed Order zero times since receiving W1 T1
Team Funday <hello@funday.com>Day 3 · 11:00 AM recipient timezoneutm_source=klaviyo&utm_medium=email&utm_campaign=w1_winback_t2Schedule this campaign to send 3 days after the first one. Remember to add the exclusion filter for T1 buyers.
Hi {{ first_name|default:"there" }},
Last note on the Camo Tee in Black. The point is durability: a midweight, soft-washed tee that can carry everyday wear without needing a discount story.
If the objection is “I already have enough tees,” this is the answer: make the return about the one that holds shape and stays easy to wear.
— Team Funday
Audience, settings, send.
The body copy on the previous page is the work product. This page is the ship list — where to paste each thing inside Klaviyo campaign.
W1 Dormant Loyalists (120+ Days)Placed Order count >= 2Original segmentLast Placed Order <= '120 days ago'Exclude responders from touch1-2Email Subscribed: trueEmail Subscribed: truePlaced Order zero times since receiving W1 T2Placed Order zero times since receiving W1 T2
Team Funday <hello@funday.com>Day 7 · 11:00 AM recipient timezoneutm_source=klaviyo&utm_medium=email&utm_campaign=w1_winback_t3Schedule this campaign to send 7 days after T1. Remember to add both exclusion filters for T1 and T2 buyers.
What we expect, what to compare against.
Each row is a metric we'll track. Projected is what we believe this campaign will hit; benchmark is the industry-average comparison point. The gap (the lift column) is where the cohort-warming logic shows up — these aren't strangers, they're 3+ time buyers.
Up next.
W2.
2,100 customers bought one thing from you. An automated email sequence shows them what to buy next. This is the $85K line in your audit.
Cross-Sell · The Curious