Win-Back Campaign Blueprint

What's inside

• 4-stage win-back framework — Identify, Suppress, Re-engage, Decide
• Trigger logic — exact day-counts and behavioral signals (last_open_at, last_purchase_at)
• 5 ready-to-clone email templates — tested across DTC, fintech, SaaS
• SMS escalation rules — when to add SMS, when to suppress
• Suppression tree — how to retire users who don't re-engage
• Measurement dashboard mockup — re-activation rate, revenue attribution, list-equity protection

Who this is for

• DTC brands with 50K+ subscribers where 30-40% are dormant
• Subscription companies losing customers in months 4-9
• App brands with users who churned out of activation
• Lifecycle marketers blasting promo emails as their "win-back"

How to use it

1. Diagnose your dormant cohort — segment by last-engagement-date
2. Set the suppression rules — define recoverable vs. retired
3. Build the 5-email sequence — clone templates into your ESP
4. A/B test the hook — first email subject line is 80% of recovery rate
5. Measure incrementally — use a 10% holdout, not just opens

Why Propel built this

At Propel, we've run lifecycle programs for 80+ B2C brands across fintech, healthtech, marketplaces, and ecommerce. This artifact distills the framework we'd build for you on day one of an engagement — battle-tested, opinionated, and tuned for incremental lift over vanity metrics.

Want help implementing?

Book a free 30-minute strategy call. We'll audit your current setup, identify the highest-leverage fix for your specific business, and show you what a Propel engagement would look like.

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