Win-back Email for Churned Customer

Subject line options

A/B test these. Lowercase, question format, and specific-time framings consistently win.

• {{first_name}}, this might change your mind about {{product_name}}Copy
• We built the thing you asked forCopy
• Your {{product_name}} data is still hereCopy
• 20% off if you reactivate by {{deadline}}Copy

Hi {{first_name}},

You left {{product_name}} about a month ago. I wanted to send
you one note because we shipped something that directly addresses
{{churn_reason_if_known}}:

→ {{new_feature_or_improvement}}

Your data is still in our system and your workflows, settings,
and integrations will come back exactly as you left them.

If you want to give it another shot, I am offering 20% off your
first 3 months:

→ Reactivate with 20% off ({{coupon_code}})
{{reactivation_link}}

Offer expires {{deadline}}. No hard feelings if it is not the
right fit.

- {{sender_first_name}}

Variables in {{like_this}} should be replaced with your merge fields.

Implementation tips

• 1Send at 30 days (for involuntary churn) or 60-90 days (for voluntary churn)
• 2Personalize the feature/improvement to the customer if you can, otherwise lead with the most-requested feature
• 3Discount: 20% for 3 months typically converts best - deeper is unnecessary, shorter feels stingy
• 4Track the "reactivation CLV" to make sure win-backs are profitable at the discount

Frequently asked questions

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