Free Win Back Campaign Template: Copy, Fill, Ship

Starting from a blank page is the slowest part of a win back campaign. This post gives you a free win back campaign template you can copy into a document: a planner for who to email, three short emails with blanks, and a checklist to run before you send. Beside each blank is a filled example from an invented pet shop, so you can see how it reads.

The pet shop is illustrative, and all details in it are made up. Lesson 5.6 walks you through it step by step: Win back customers who went quiet.

Fill the planner first, then the three emails. If you cannot fill a blank, that is the gap to fix before you send anything.

Part 1: The win back campaign planner

Copy this and fill in each line.

Who went quiet: customers whose last order is more than [number] days ago. I chose [number] because [reason from my own buying cycle]. Remove: anyone who bought since, unsubscribed, complained, or has an open issue. Groups: repeat buyers: [count]. One time buyers: [count]. Reason to come back: [one thing: something new, a seasonal use, a small offer]. Offer: [small offer], ends [real date]. Stop rule: anyone who orders, replies or unsubscribes leaves the series. I will measure: orders from this group, replies, unsubscribes, complaints.

Filled example (pet shop, invented): Customers whose last order is more than 75 days ago, because most buy a bag of food every six to eight weeks. Remove anyone who ordered since. Two groups: repeat food buyers and one time toy buyers. Reason to come back: a new range of treats. Offer: free delivery on the next order, ends Friday 21st. Measure: orders, replies, unsubscribes, complaints.

On picking the number: Klaviyo suggests averaging the time between orders for repeat customers and setting the first delay a little longer than that. Mailchimp says there is no set number of days. If you do not know yours, the lesson's 90 days is a starting point.

Part 2: Email 1, the check in

Subject: [short, true, specific]

Hi [first name], It has been a while since your last order of [product]. I wanted to say hello and let you know about [one new thing]. [One sentence on why it might help them.] If you need anything, just reply to this email. I read every one. [Your name] [Business name, postal address] [Unsubscribe link]

Filled example: Subject: "Is Biscuit running low?" Body: "It has been a while since your last bag of [food name]. We have also added a new range of treats that suit [pet type]. If you need a hand choosing, reply and I will help."

Keep this one the shortest. Klaviyo's pattern calls the first email a light touchpoint, with a few items and, if you choose, an incentive. Mailchimp's version holds back discounts at this stage. Choose based on your margins.

Part 3: Email 2, the small offer

Subject: [the offer, stated honestly]

Hi [first name], A few days ago I wrote about [new thing]. To make it easy to come back, here is [offer], until [date]. [Link or code] After [date], the offer ends. [Your name, address, unsubscribe link]

Filled example: Subject: "Free delivery on your next order, until Friday". Body: "A few days ago I told you about our new treats. Until Friday 21st, delivery is free on your next order. Use the link below."

Klaviyo suggests the second email reminds readers of the incentive and gives a sense of urgency, such as an expiry date. Make the date real. The FTC's CAN-SPAM guide says subject lines must not be deceptive.

Part 4: Email 3, the last call

Subject: [plain, final]

Hi [first name], This is my last note about this. [Offer] ends [date]. If you would rather not hear from me, the link below takes you off the list, no hard feelings. And if you have ten seconds, tell me what would make it easier to order again. Just reply. [Your name, address, unsubscribe link]

Filled example: Subject: "Last note from me, offer ends tomorrow". Body as above, with the Friday date.

Klaviyo's final email gives a last call to re-engage, change preferences or unsubscribe, and includes a prominent unsubscribe link. Mailchimp lists the feedback question as an option for this email.

Part 5: Send checklist

1. TestSend all three to yourself. Check links, the offer wording and how it looks on a phone.
2. AddressYour valid physical postal address is in each email, as the FTC's CAN-SPAM guide requires.
3. UnsubscribeA clear link in each email. Click it once to confirm it works. Gmail's subscription guidelines ask for one click unsubscribe and honouring requests within 48 hours.
4. Stop ruleMark a test customer as having ordered and confirm they leave the series.
5. SpacingA few days between emails.
6. RecordWrite down send dates and the group size.

Part 6: One week later

Fill in:

Group size: [number]. Orders from the group: [number]. Replies: [number]. Unsubscribes: [number]. Complaints: [number]. What I will change next time (one thing only): [text].

Skip opens as your main number. Apple's Mail Privacy Protection can download email content in the background whether or not the person engages, so opens from Apple Mail users may be inflated.

Use it with AI

Paste the planner and your filled example into an AI assistant and ask it to draft the three emails in your voice. Give it one real email you have written to use as a style example, and tell it what to avoid, such as invented deadlines or claims. Then check every line against your planner before sending. For help writing that brief, see How to brief AI like a senior hire.

For the longer explanation behind each part, read the complete guide. For twelve different ways to fill the blanks, see 12 win back campaign examples.

Questions people ask

Is this template really free?

Yes. Copy it, change it and use it in any email tool or document.

Can I add more emails?

Klaviyo recommends three emails per recipient. More tends to raise unsubscribes, so start with three.

Should I offer a discount?

Choose an offer that suits your margins. Free delivery, a small percentage off or a bonus item are common. A discount is optional.

Where to go next

If you want help filling in the planner with your own customer data and writing the emails in your own voice, see Lesson 5.6, Win back customers who went quiet. It covers finding people who stopped buying, writing the note, sending a small offer to the right people only, and seeing who came back.