Winback flows for lapsed UK customers
Winback flows for lapsed UK customers
The Klaviyo winback flow that reactivates lapsed UK customers - segmentation by lifetime value, message ladder, offer strategy and sunset thresholds.
When is a customer "lapsed"?
2x average repurchase window. UK skincare buyers repurchase every 60 days → 120-day gap = lapsed. Segment high-LTV customers separately with a longer window and warmer message.
Structure
- Email 1: "We miss you" + what's new since last order.
- Email 2 (5 days later): social proof + hero product update.
- Email 3 (10 days later): soft offer for standard-LTV customers, product tease for high-LTV.
- Email 4 (final, day 20): stronger offer + "last chance" honest urgency.
Segment by LTV
- High LTV (top 20%): no discount in emails 1-3. New product tease or exclusive access wins.
- Mid LTV: soft offer in email 3 (free shipping or 10%).
- Low LTV / one-time buyers: stronger offer (15-20%) - lower opportunity cost.
Offer principles
Never repeat the acquisition discount - devalues both the winback and future acquisition offers. Free UK shipping often wins over a percentage.
Sunset non-openers
After 4-6 months of zero opens, remove from campaign sends. Deliverability compounds - bloated non-engaged lists drag inbox rate for the engaged core.
Benchmarks
- Reactivation rate 3-8% of lapsed segment.
- Revenue per recipient £2-£8.
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Related tools & resources
Free UK ecommerce calculators, definitions and benchmarks referenced in this guide.
Frequently asked questions
Multiply average repurchase window by 2. If UK skincare buyers repurchase every 60 days, a 120-day gap = lapsed. Segment high-LTV customers separately - they deserve a longer window and a warmer message.