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How to Automate a Win-Back Email Series with Automations
How to Automate a Win-Back Email Series with Automations

Learn how to automate an email or series of emails to win-back lapsed customers who've stopped purchasing from your store.

Written by Peter Connolly
Updated over a week ago


Win-back series is a great way to win back customers who have purchased from your store previously before but haven't purchased in a long time. With Automations you can set up multiple emails in this series.

Watch the video or follow the steps below to create a win-back series for your store.
​Note: Workflows were renamed to Automations

Step 1: Navigate to Automations and Create a New Automations

To get started creating automation navigate to the Automations page. If you've been using SmartrMail before we launched our new automations you'll also need to navigate to the Automations tab. Click the New Automated Flow button.

Next, give your Automation a name.

Step 2: Configure your Trigger Settings

For a win-back series, you'll want to create segment-triggered automation. You can select our pre-made segment At-Risk Subscribers or create new automation at the bottom of the dropdown

If you need to create a segment you want to add the rules

  • Has ordered more than 0 times

  • Has not ordered in more than 365 days*

*The amount of days is dependent on when you think it's been too long since a customer placed another order. For groceries that may be a week, for a new car that might be several years.

After you select a segment, choose the rules for when subscribers join the segment. For a win-back series, you want to choose Whenever rules match as you'd like this email to send every time your customers haven't purchased in a while.

Once you select a smart segment and save it, you can no longer change the list that triggers the automation.

Step 3: Add an Email

For this win-back series I'm going to trigger my first email immediately after subscribers enter the segment, so I'll place an email directly under the trigger.

Once you drag your email into the automation. You can give it a name for your own records and a subject line. Then click Edit to design your email.

You'll be directed to our email composer where you can add content and create your campaign. Once you're done, click Enable and you'll be directed back to your automation in progress.

The design of this email is up to you, but typically in your first email, you simply want to tell customers you miss them, remind them of your popular or new products, and offer a discount if possible.

Step 4: Add a Time Delay

Next, before we add another email, we will schedule it by using a Time Delay.

Time delays add a delay between actions in your automation. To add a Time Delay, drag it into your automation.

From there set the time you'd like to delay the next action until.

Step 5: Add another email

After the time delay is added we're now able to add another email. Again you can drag the email under your Time Delay. Once you've done that, design and enable your email.

Typically in this email, you'd want to offer a bigger discount as a last chance effort to win your customer back.

Step 6: Repeat steps 4 & 5 (Optional)

If you'd like to add another email to your series. Simply repeat steps 4 and 5 by placing another Time Delay and Email under your last Email placed.

Step 7: Enable Automation

Now that all your emails are in place. Click Enable at the top right of the screen. You'll be promoted to confirm that you'd like to enable your welcome series.

That's it. You're done! Congrats on creating your win-back series with SmartrMail πŸŽ‰

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