Win-Back· Dormant Loyalists
Why this week, this cohort.
536 of your customers bought from you at least twice, then went quiet for over four months. They're not gone — they just need a reminder.
These 536 people ordered multiple times before, but their last purchase was more than 120 days ago. They have a lifetime value of $78. The industry-standard win-back sequence reactivates about 8% of a group like this. That's roughly 43 customers back at $78 each — the $2,012 line in your audit. This week, we send three emails to bring them back.
These 536 people ordered multiple times before, but their last purchase was more than 120 days ago. They have a lifetime value of $78. The industry-standard win-back sequence reactivates about 8% of a group like this. That's roughly 43 customers back at $78 each — the $2,012 line in your audit. This week, we send three emails to bring them back.
Win-Back · Dormant Loyalists
Three emails over seven days to the same 536 customers, each with a different angle. The first reawakens brand affinity by recalling SilverStick - Slim. The second reinforces product utility. The third adds urgency for replenishment. No discounts — these are people who already chose you multiple times.
Highest recognition product with 2,627 cohort purchases provides strongest memory cue for dormant buyers.
That SilverStick - Slim remains relevant to their current needs.
Buyers remember the brand but not the specific product utility.
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.
SilverStick - Slim serves as the highest-recognition product cue for dormant buyers based on 2,627 cohort purchases.
Three-touch sequence maximizes recall within the 14-day intent window observed in win-back benchmarks.
Avoiding discounts preserves margin while testing product-specific demand signals.
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 536 Dormant Loyalists
- 023AudienceTouch 1 non-engagers
- 037AudienceTouch 2 non-engagers & non-buyers
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.
Dormant Loyalists — W1Placed Order at least 2 times over all timeMinimum 2 historical ordersPlaced Order last more than 120 days agoNo purchases in last 4 months
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 · T{n} · SilverStickutm_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.
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.
Dormant Loyalists — W1Placed Order at least 2 timesRepeat purchasersLast order more than 120 days agoNo purchases in last 4 months
The SilverStick crew <hello@silverstick.com>Tuesday 10:00 AM · recipient timezoneutm_source=klaviyo&utm_medium=email&utm_campaign=w1_winback_t1Send a test to yourself first. Check all links and confirm UTMs are working before scheduling.
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.
Dormant Loyalists — W1 · T2 (non-engagers)Placed Order at least 2 timesOriginal dormant segmentLast order more than 120 days agoRemove Touch 1 openersDid not open Email 1Remove Touch 1 clickers
The SilverStick crew <hello@silverstick.com>Friday 10:00 AM · recipient timezoneutm_source=klaviyo&utm_medium=email&utm_campaign=w1_winback_t2Wait until after touch 1 sends to build this segment — it needs open/click data from the first email.
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.
Dormant Loyalists — W1 · T3 (final)Placed Order at least 2 timesOriginal dormant segmentLast order more than 120 days agoRemove prior email openersDid not open Email 1 or Email 2Remove prior email click极速rs
The SilverStick crew <hello@silverstick.com>Friday 10:00 AM · recipient timezoneutm_source=klaviyo&utm_medium=email&utm_campaign极速w1_winback_t3What 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.
4,321 customers buy from you regularly. An automated email reminds them when it's time to reorder, capturing 5% of their annual spend.
Replenishment · Ritualists