Win-Back Email Sequences Guide

Automatically re-engage lapsed customers who haven't made a purchase in 30, 60, 90, or 120 days with timed promotional reminders and compelling comeback incentives.

Overview: How Win-Back Sequences Work

Customer churn directly impacts merchant profitability. Cartwheel's Win-Back Sequences continuously evaluate customer order histories. When the time elapsed since a customer's last purchase reaches your configured Inactivity window (days) threshold, Cartwheel automatically enrolls the customer into a timed follow-up campaign.

Multi-Touch Win-Back Strategy

In Cartwheel, you can structure win-back campaigns using multi-step timelines within a single sequence, or by creating separate tiered sequences for different inactivity milestones:

1. Multi-Step Timeline Within a Sequence

Once a customer reaches your inactivity threshold (e.g. 60 days), Cartwheel can dispatch a structured series of follow-ups:

• Step 1 (0 Days Delay — Day 60): A warm check-in email showcasing new arrivals, seasonal collections, and bestsellers.
• Step 2 (7 Days Delay — Day 67): A follow-up email featuring a linked Cartwheel offer with a compelling discount rate.
• Step 3 (14 Days Delay — Day 74): A final reminder emphasizing urgency before customer communication pauses.

2. Tiered Inactivity Sequences

Alternatively, you can create separate win-back sequences targeting different customer lifecycle stages:

• 30-Day Sequence: Early re-engagement for fast-moving retail items.
• 60-Day Sequence: Standard win-back workflow for seasonal shoppers.
• 90–120 Day Sequence: High-urgency campaign targeting long-lapsed customers.

Creating a Win-Back Sequence

To create and configure a win-back sequence:

1. In your Shopify Admin, navigate to Apps → Cartwheel → Retention Emails.
2. Click the Win-back tab in the sub-navigation.
3. In the top right action header, click Create sequence.

Step 1: Configure Sequence Settings

In the Sequence settings card:

1. Sequence Type: Displays Win-back (fixed system type).
2. Name: Enter an internal reference name (e.g., Win-back — 60 days or Lapsed VIP Customer Re-engagement).
3. Inactivity window (days): Enter the number of days since the customer's last order before enrollment triggers (e.g., enter 60 or 90 days for production, or 0 for fast testing).
4. Status: Select operational status:
   • Draft: Keep selected while editing templates and offers.
   • Active: Cartwheel's background scheduler scans daily and enrolls matching lapsed customers.
   • Paused: Temporarily suspends sending without losing current enrollments.

Step 2: Set Audience Triggers (Optional)

In the Audience triggers card:

• Click + Add products or + Add collections to restrict this win-back workflow to shoppers who previously purchased specific items.
• Leave empty to include all customers across your entire store catalog.

Step 3: Filter by Customer Segments (Optional)

In the Customer segments card:

1. Select from synced Shopify customer segments (e.g. Customers who have purchased more than once or High AOV Customers).
2. Check the box to target a specific cohort, or leave blank to evaluate all qualifying store shoppers.

Step 4: Define Local Audience Rules (Optional)

In the Local audience rules card:

1. Buyer Type: Select Returning buyer (recommended for win-back campaigns).
2. Min Purchase Count: Enter 1 or higher to target verified past buyers.
3. Min Order Value: Optionally set a minimum past spend threshold (e.g. $75+) to prioritize high-value customers.

Step 5: Configure Email Steps & Linked Offers

In the Email steps card:

1. Step 1 (First Re-Engagement Email):
   • Delay: Set numeric value to 0 and unit to days (sends immediately upon reaching the inactivity window).
   • Linked Offer: (Optional) Select an active Cartwheel Offer to display dynamic product recommendations.
   • Email Template: Select the Win-back email template.
2. Step 2 (Follow-Up Reminder — Optional):
   • Click + Add step.
   • Delay: Set to 7 days.
   • Linked Offer: Select your promotional offer.
   • Email Template: Select your follow-up reminder template.
3. Step 3 (Final Notice — Optional):
   • Click + Add step and configure a 14 days delay.

Step 6: Save and Publish

1. Review all cards and ensure Status is set to Active.
2. In the top right header, click Save sequence to launch automated win-back monitoring.

Related Guides

• Retention Sequences Overview — managing all lifecycle email flows
• Replenishment Sequences Guide — consumable restock reminders
• Loyalty Program & Tiers — win-back campaigns with bonus loyalty points
• Email Template Builder — customizing MJML win-back templates
• Email Provider Setup & Diagnostics — mail provider settings and webhook status