EStore Tools

Win-Back Email Generator

Write a two or three email win-back sequence, timed by days since the customer's last order, with the offer where it belongs.

Describe the result you need. AI will set up the tool and ask for any missing details.

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Timing by days since the last order

A win-back email should arrive when a customer is overdue, not just quiet. Choose the first send from how often your customers usually reorder. The next emails follow 14 and 30 days after the first.

Default settings: first email at 90 days, 3 emails

Email 1: What's new (no offer)
90 days after the last order
Email 2: An offer for you
90 + 14 = 104 days
Email 3: Staying in touch?
90 + 30 = 120 days

Three emails across a month, with the offer held back until day 104.

  • 60 days: consumables and refills, such as coffee, pet food and skincare.
  • 90 to 120 days: products people buy again a few times a year.
  • 180 days: seasonal or occasional purchases, such as outdoor gear.

Setting it up

  1. 01

    Shopify

    In Apps > Messaging > Automations, click Create automation and choose Win back customers. It sends after a set time since the last order, using the Customer joined segment trigger. Paste in the emails and set the waits to match.

  2. 02

    Klaviyo and other platforms

    Build a segment of customers with no order in the chosen number of days, start the flow when someone joins it, and add delays to match the Send lines.

  3. 03

    WooCommerce

    Use your email platform's WooCommerce integration to build the “no order in X days” segment, then run the sequence from there.

Pitfalls

  • Don't lead with the discount. Customers who were only busy come back without one. The offer waits for email 2.
  • Stop the sequence when they order. Anyone who buys should leave the flow straight away.
  • Let people go. The last email asks whether they still want your emails. Removing people who never open keeps your list healthy.
  • Cover the legal basics. Under the US CAN-SPAM Act, marketing emails need your postal address and a working opt-out, honored within 10 business days.

Questions people ask

How long before a customer counts as lapsed?

It depends on how often they normally buy. Take your usual time between orders and add a margin: a store whose customers reorder monthly might start at 60 days, a gear store at 180.

Should win-back emails include a discount?

Often, but not first. Open with what's new, then offer the discount in the second email with a clear end date. Check the margin with the discount break-even calculator.

What if they still don't buy?

The last email asks whether they want to keep hearing from you. If they don't open or click, move them to a less frequent list or stop emailing them.

Is it different from an abandoned cart email?

Yes. Abandoned cart emails go to shoppers who nearly bought today; win-back emails go to past customers who haven't bought in months. For the first, use the abandoned cart email generator.

Related tools

Post-Purchase Email GeneratorWrite the emails that follow an order: a thank-you, how-to-use tips, a well-timed review request and a cross-sell.Abandoned Cart Email GeneratorWrite a one to three email abandoned cart sequence with subject lines, preview text and send times.Discount Break-Even CalculatorSee how many more units you need to sell before a discount actually makes you money.Back in Stock Email GeneratorWrite the restock alert for your waitlist or your whole list, with honest urgency and a follow-up reminder.

Want this builtinto your store?

I'm Emmanuel, a Shopify and WooCommerce developer. If this tool pointed at something you'd rather have fixed for you (a faster store, cleaner product data, a migration, a custom feature), send me a note.

Emmanuel Asika

Emmanuel Asika

Shopify & WooCommerce developer, Dublin

I build and fix online stores: new builds, migrations, speed, SEO and the custom bits apps can't do.

hello@emmanuelasika.com
See my work

Last reviewed 30 September 2026.

Sources: Shopify Help: Creating and managing marketing automations in Shopify Messaging · FTC: CAN-SPAM Act compliance guide for business