DTC Email Retention Workflow: Win-Back Lapsed Customers with Klaviyo

In Klaviyo, create a dynamic segment for customers who have purchased at least once but have not ordered in 90 days. Exclude anyone who has unsubscribed, bounced, or placed an order in the last 7 days to avoid suppression conflicts. This segment will serve as the entry trigger for your win-back flow.

Build a Klaviyo segment with these conditions: (1) Has placed at least 1 order, (2) Last order date is more than 90 days ago, (3) Is not suppressed, (4) Has not placed an order in the last 7 days. Name it: Win-Back Eligible - 90 Days.

Before writing a single email, use Triple Whale's Customer Lifetime Value report to identify which lapsed customers have the highest predicted LTV. Export this list and cross-reference with your Klaviyo segment to prioritize the top 20% for a higher-value offer in your first win-back email.

In Triple Whale, run a Customer LTV report filtered to customers with last purchase date more than 90 days ago. Sort by predicted LTV descending. Export the top 20% by email address for use in a Klaviyo priority win-back segment.

Use Jasper to generate copy for a 4-email win-back sequence: (1) a soft re-engagement with no offer, (2) a mid-funnel email introducing your win-back offer, (3) an urgency email with offer expiry, and (4) a breakup email. Generate 3 subject line variants per email for A/B testing in Klaviyo.

Write a 4-email win-back sequence for a [PRODUCT_CATEGORY] DTC brand. Email 1: soft re-engagement, no offer, curiosity-led subject line. Email 2: introduce a [WINBACK_OFFER] offer, benefit-led subject line. Email 3: urgency -- offer expires in 48 hours. Email 4: breakup email, honest and warm tone. For each email provide 3 subject line variants and a 3-sentence body copy block. Brand voice: [BRAND_VOICE].

In Klaviyo's flow builder, create a trigger-based flow using the Win-Back Eligible segment as the entry condition. Set up branch logic after Email 1: if the recipient opens or clicks, move them to the offer path; if they do not engage, move them to the breakup path after Email 3. Set a 3-day delay between each email.

In Klaviyo Flow Builder: Trigger = Segment Entry (Win-Back Eligible - 90 Days). Email 1 delay: 0 days. After Email 1: branch on 'Has opened email in last 3 days'. Yes path: Email 2 (day 3), Email 3 (day 6). No path: Email 4 (day 6). Add a 'Placed Order' filter to exit the flow early if the customer repurchases.

Enable Klaviyo's Smart Send Time feature on each email in the flow to maximize open rates based on each recipient's historical engagement patterns. Add a suppression condition to exclude anyone who has placed an order since entering the flow, and set a flow-level suppression to prevent re-entry for 180 days after completing the sequence.

Enable Smart Send Time on all 4 emails in the win-back flow. Add a flow filter: 'Has placed order zero times since starting this flow' to exit purchasers immediately. Set flow re-entry: allow re-entry after 180 days. Add a global suppression for profiles with email bounce rate > 5%.

Activate the flow and monitor Klaviyo's flow analytics daily for the first 7 days. Track open rate, click rate, conversion rate, and revenue per recipient for each email. If Email 1 open rate is below 15%, test a new subject line variant. If Email 2 click rate is below 3%, test a stronger offer or CTA.

In Klaviyo Flow Analytics, track these KPIs for each email in the win-back flow: Open Rate (target: >20%), Click Rate (target: >3%), Conversion Rate (target: >2%), Revenue per Recipient (target: >$[TARGET_RPR]). Flag any email underperforming on 2 or more KPIs for copy or offer revision after 7 days.

After 30 days, use Triple Whale to measure the downstream revenue impact of the win-back flow. Compare the average order value and LTV of win-back customers versus your standard repurchase cohort. Use this data to calibrate your win-back offer -- if win-back customers have lower LTV, reduce the discount; if they have higher LTV, increase the offer to win back more of them.

In Triple Whale, create a cohort analysis comparing customers reactivated via the Klaviyo win-back flow (tag: win-back-reactivated) versus standard repurchase customers over the same 30-day period. Compare: AOV, 90-day LTV, repurchase rate at 60 days. Use the results to set the optimal win-back offer threshold.