Tracking & Marketing
Win-back campaigns for lapsed customers
A simple template and an automated send to anyone who hasn't ordered in 90 days—low-effort revenue from customers you already have.
What counts as a lapsed customer
By default, a customer is "lapsed" if their most recent order is more than 90 days old. You can adjust the threshold per campaign—60 days for fast-cycle catalogs, 180 days for slower repurchase categories. The threshold can also vary by customer segment: high-LTV customers might get a win-back at 60 days, low-LTV at 120.
The default template
ShipWave ships with a "We miss you" template that includes the customer's first name, the date of their last order, a list of products they might like (using the same recommendation engine as the tracking page cross-sell), and an optional discount code. You can edit the template or replace it entirely at Admin → Marketing → Campaigns → Win-Back.
Send frequency
Win-back campaigns send weekly on the day you pick. ShipWave queries for customers who crossed the lapsed threshold in the past week and sends them the campaign. Each customer receives a given win-back campaign at most once—if they don't come back, they're excluded from future runs of the same campaign (but a different campaign can target them next quarter).
Measuring impact
The campaign dashboard shows sends, opens, clicks, and recovered orders attributed to the campaign within 30 days of send. Typical performance: 40-55% open, 5-10% click, 2-5% recovery (an order within 30 days). Recovery rate sounds small, but on a 5,000-customer lapsed list at $80 AOV, a 3% recovery is $12,000 of revenue from one campaign.
Frequency caps and unsubscribes
Win-back honors the same unsubscribe list as abandoned cart and review requests. Customers who opted out won't receive any marketing emails. ShipWave also enforces a global cap of 4 marketing emails per customer per month across all campaigns—if a customer just got a review request and a cross-sell, the win-back is delayed until next month.
FAQs
Can I exclude high-value customers from a discount-driven win-back?
Yes. Add a filter on customer lifetime value. A common pattern: send the standard discount win-back to customers under $500 LTV, and a no-discount "exclusive preview" message to higher-LTV customers.
Does this work across multiple stores?
Yes. Win-back can target customers from one or all connected storefronts. We dedupe by email address so a customer who shops at two of your stores only gets one email.
How is "last order" defined?
Most recent order with status not cancelled or refunded. Cancelled orders don't count toward "recent activity."
Can I run multiple win-back campaigns at different thresholds?
Yes. You can have a 90-day campaign and a 180-day campaign running concurrently. A customer who doesn't respond to the 90-day will receive the 180-day three months later.
More in Tracking & Marketing
- Cross-sell on your tracking page
Turn the most-visited page in your customer journey into a quiet revenue channel with rules-based product recommendations.
- Post-purchase review requests
Trigger review requests at the moment customers are most likely to write one—just after delivery—through Shopify, Amazon, or your own product review tool.
- Abandoned cart recovery emails
A three-stage cadence that converts roughly 10-15% of abandoned Shopify checkouts back into orders, with discount codes saved for the third nudge.