Win-BackEmail MarketingLifecycle Sequences

Win-Back Sequences That Recovered 23% of Lapsed Buyers

+475%Lapsed Buyer Recovery

+128%Repeat Purchase Rate

+121%Email Open Rate

An e-commerce brand with a large dormant list and no structured post-purchase sequence was leaving significant repeat revenue on the table. We designed and shipped a 3-part win-back sequence and a post-purchase lifecycle that increased repeat purchase rate by 41% in 8 weeks.

"We'd been meaning to do this for 18 months. Faith had it designed, approved, and live within 3 weeks — and the recovery rate from lapsed customers genuinely surprised us."
FounderE-commerce Business

The Challenge

The business had grown fast on paid acquisition but had no lifecycle to back it up. First-time buyers received one post-purchase email (an order confirmation) and then nothing. After 90 days with no engagement, customers were effectively gone.

Their email list had grown to over 12,000 contacts, but open rates were declining and repeat purchase rate sat below 18%. The team knew the problem but didn't have the bandwidth or expertise to fix it.

The Approach

01 — Segmentation

Understand who stopped buying and why

We segmented the list by recency, frequency, and order value, then surveyed a sample of lapsed customers to understand the real reasons for churn. The data revealed two clear clusters: price-sensitive buyers who had churned to competitors, and busy buyers who had simply drifted. Each needed a different message.

02 — Sequence Design

Build win-back and post-purchase flows

We designed a 3-email win-back sequence triggered at 60 days of inactivity, with different messaging for each cluster. In parallel, we built a 5-email post-purchase sequence for all new buyers — setting expectations, sharing usage tips, and triggering a second-purchase prompt at day 21.

03 — Deploy & Optimise

Test, measure, iterate

Both sequences launched in week 3. We ran subject line A/B tests on the first win-back email, optimised send times by segment, and tracked revenue attribution. By week 8 we had enough data to refine the sequences and produce a performance report the team could hand to any new hire.