Your win-back email examples folder is probably full of templates you saved six months ago and never used. Meanwhile, half your list hasn't opened anything since they signed up for that one discount code. Time for a re-engagement campaign before you sunset them. See also: win-back email campaigns for the full strategy.
Sound familiar? Yeah.
The thing about lapsed subscribers is they're not actually gone. They're just ignoring you. Which is somehow worse. At least a hard bounce has the decency to tell you it's over. These people are just sitting there, dragging down your sender reputation while your ESP charges you per contact.
Here's how to actually get them back.
What Makes a Win-Back Email Actually Work
Most win-back emails fail because they sound desperate. "We miss you!" with a sad puppy GIF isn't strategy. It's embarrassing.
The ones that work do three things:
Acknowledge the gap. Don't pretend nothing happened. They know they haven't opened your emails. You know they haven't opened your emails. Address it.
Offer something real. A 10% discount when your average cart is $30 means you're bribing them with $3. They can find that in their couch cushions.
Give them an out. Sounds counterintuitive, but telling people "click here if you want to stay, otherwise we'll remove you" actually increases engagement. Something about ultimatums.
According to Klaviyo's benchmarks, a well-structured win-back sequence can recover 5-12% of lapsed subscribers. That's not nothing when you're paying per contact.
Win-Back Email Example #1: The Honest Breakup
Subject line: "Should we stop emailing you?"
This one works because it's direct. No games.
The copy goes something like:
We noticed you haven't opened our emails in a while. Totally get it. Inboxes are chaos.
If you still want to hear from us, click the button below. If not, no worries. We'll remove you from the list in 7 days.
That's it. No discount. No guilt trip. Just honesty.
Why it works: People respect directness. And the implicit threat of being removed creates urgency without being pushy. Nobody wants to miss out, even on things they've been ignoring.
Best for: B2B lists, newsletters, any audience that hates feeling marketed to.
Win-Back Email Example #2: The Shameless Bribe
Subject line: "We'll make it worth your while"
Sometimes you just need to throw money at the problem. This email leads with a significant discount, usually 20-30% or a dollar amount that feels meaningful.
The structure:
It's been a minute. We get it, life happens.
Here's $15 off your next order. No minimum. Use it on literally anything.
Code: COMEBACK15
Expires in 48 hours. After that, it's gone.
Why it works: Specificity. A dollar amount feels more valuable than a percentage. The 48-hour window creates real urgency.
Best for: E-commerce, anywhere with clear transaction value.
Warning: If you do this too often, you train people to wait for the discount. Use sparingly.
Win-Back Email Example #3: The "What Did We Do Wrong?"
Subject line: "Quick feedback? (30 seconds)"
This one flips the script. Instead of trying to convince them to come back, you ask what went wrong.
The email is short:
Hey,
Noticed you haven't been around. Genuinely curious, was it something we did?
Hit reply and let us know. Even "your emails suck" is useful.
[First Name]
Why it works: It's disarming. Most brands never ask for negative feedback. By inviting criticism, you stand out. And the replies you get? Gold. Pure market research.
Best for: Early-stage companies, brands with engaged communities, anyone who can actually handle criticism.
Win-Back Email Example #4: The Product Highlight
Subject line: "You missed this"
Sometimes people disengage because they forgot what you actually sell. This email reminds them by showcasing something specific they'd care about.
Structure:
Since you've been gone, we dropped [Product Name]. It's basically [benefit] without [common complaint].
[Image of product]
[One customer review quote]
Check it out before it sells out again.
Why it works: You're giving them a reason to re-engage that isn't about the relationship. It's about the product. Sometimes that's what they need.
Best for: E-commerce with new inventory, SaaS with feature releases, any company with genuine news to share.
Win-Back Email Example #5: The Multi-Email Sequence
One email isn't a strategy. It's a Hail Mary. The brands that actually recover subscribers use sequences.
Here's a proven flow:
| Day | Angle | |
|---|---|---|
| 0 | "Still there?" | Light check-in, no ask |
| 7 | "What we've been up to" | Product/content highlights |
| 14 | "Here's 20% off" | The bribe |
| 21 | "Last chance" | Ultimatum before removal |
The first email has the highest open rate because it's low pressure. Each subsequent email increases stakes.
Timing matters. Sending all four in a week is harassment. Space them out. Let the silence do some work.
Win-Back Email Example #6: The Humor Play
Subject line: "Plot twist: we noticed you ghosted us"
This works for brands with an established voice. The email leans into the awkwardness.
So... this is weird.
We've been sending emails. You've been ignoring them. It's like that one friend who never texts back but still watches your stories.
Anyway. No judgment. Just wanted to say hi. And maybe give you 15% off to make things less awkward.
Code: UNAWKWARD
Why it works: Self-awareness is refreshing. Most marketing takes itself too seriously. When you acknowledge the weirdness of the situation, people respond.
Best for: DTC brands, younger demographics, anyone whose audience appreciates personality.
Warning: This can backfire if your brand voice is normally serious. Sudden humor reads as weird.
Win-Back Email Example #7: The Sunset Warning
Subject line: "We're cleaning up our list"
This is the nuclear option. You tell them they're being removed unless they take action.
The copy:
Hey,
We're doing some list hygiene (boring but necessary). Since you haven't engaged in a while, we're going to remove you in 5 days.
If you want to stay, click here. If not, no action needed.
Either way, thanks for being here.
Why it works: Fear of loss is a real motivator. Even people who weren't planning to engage suddenly want to stay when removal is on the table.
Pro tip: Actually follow through. Remove non-responders. Your deliverability will thank you.
When to Send Win-Back Emails
The answer is earlier than you think.
| Segment | Trigger | Why |
|---|---|---|
| 30 days inactive | Light re-engagement | Still warm, easy save |
| 60 days inactive | Full win-back sequence | Getting cold, needs effort |
| 90+ days inactive | Sunset flow | Last chance before removal |
Most brands wait too long. By 90 days, you've already trained Gmail that these people don't want your emails. Start earlier.
Subject Lines That Actually Get Opens
Your win-back email doesn't matter if nobody opens it. Here's what works:
- "We miss you" - 14% average open rate (generic but reliable)
- "Should we break up?" - 21% average open rate (pattern interrupt)
- "Your [discount/gift] expires tomorrow" - 19% average open rate (urgency)
- "Quick question" - 23% average open rate (curiosity)
Avoid anything that sounds like marketing. "Exclusive offer inside!" is dead on arrival.
FAQ
How many win-back emails should you send?
Three to four, spaced over 2-3 weeks. More than that and you're just annoying them.
What's a good win-back email open rate?
Anything above 10% is decent. Above 20% is excellent. Remember, these are people who've been ignoring you.
Should I use discounts in every win-back email?
No. Lead with value or curiosity first. Save the bribe for email two or three. If you lead with discounts, you train people to wait for them.
When should I remove inactive subscribers?
After your win-back sequence completes with no engagement. Usually 90-120 days of total inactivity. Don't hang on. Dead weight kills deliverability.
Do win-back emails actually work?
Yes. Industry data shows 5-12% recovery rates for well-structured sequences. That's subscribers you'd otherwise lose forever, already in your system, costing you nothing extra to message.
The thing about win-back emails is they're uncomfortable. You're essentially admitting the relationship is dying and trying to resuscitate it.
But here's the reality: every list has churn. The brands that win aren't the ones with zero inactive subscribers. They're the ones with systems to catch people before they're completely gone.
Build the sequence. Send the emails. Accept that some people will leave anyway.
The ones who stay are worth more than a thousand cold contacts.