What’s a reactivation or winback flow?

A reactivation (or winback) flow attempts to re-engage subscribers who have become inactive before removing them from your list.

When to trigger:

After a defined period of inactivity (60, 90, 120+ days depending on your send frequency)
When engagement scores drop below threshold
Before subscription renewal lapses
When purchase patterns break

Typical reactivation sequence:

Email 1: Gentle reminder

"We miss you" or "It's been a while"
Remind them of the value you provide
Soft call to action

Email 2: Incentive offer

Discount, free shipping, or exclusive access
"Come back and get X% off"
Clear deadline for urgency

Email 3: Preference update

"Want different content?"
Link to preference center
Option to reduce frequency
Show you're willing to adapt

Email 4: Final notice

"We'll stop emailing unless we hear from you"
Clear "keep me subscribed" action
Respect if they don't respond
Explain what happens next

Post-flow actions:

If they engage: Move back to active segments
If they don't engage: Suppress from regular sends, eventual removal

Deliverability considerations:

Reactivation emails target unengaged people by design. Expect lower engagement than regular campaigns. Limit volume and frequency. Don't let reactivation attempts damage your broader reputation.

Reactivation is a respectful goodbye that leaves the door open. Some come back. Others confirm they've moved on. Both outcomes are better than sending forever to people who'll never engage.