Description

Most of us have a segment sitting in our email platform we've quietly given up on. The customers who haven't opened anything in months. And every time the Klaviyo bill lands, someone suggests deleting them to clean up the list.

Deleting that segment is one of the more expensive things you can do. Because someone you've stopped emailing isn't the same as someone who's stopped caring, and for a brand with product people actually want, the cheapest way to win those customers back is to remind them what they're missing, not to hand them a discount that trains them to lapse again.

This came out of a conversation with Dom Moretti, Head of Ecommerce and Digital at A&S Labels, the home of Tiger Mist and I.AM.GIA. At Tiger Mist, a plain re-engagement flow with no discount, just "here's what you've missed", is now the best-performing flow in an entire region, beating the welcome flow.

In this playbook, we cover three things ecommerce operators need to know about winning customers back without a discount:

• Your disengaged list is a segment to talk to, not a cost to delete, so build it a re-engagement flow before you prune it
• A discount to win someone back costs you twice, in margin now and in training them to only buy on sale, so reach for a product-led trigger instead
• A win-back flow only works if the rest of your list isn't burnt out, so protect your engaged base and put a dollar value on every unsubscribe

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