Subscriptions
Win-back
A win-back is a campaign aimed at customers who have lapsed or cancelled, intended to restart a relationship that has already ended.
Timing dominates content. A win-back sent while the reason for leaving is still fresh performs worse than one timed to when the product would plausibly be needed again — which is knowable for consumables and guessable for most categories.
It should be aimed only at genuinely voluntary churn. A subscriber lost to a failed payment does not need persuading; they need a working card, and sending them a discount to return is both wasteful and slightly insulting.
In depth: How to reduce involuntary churn