Email Re-Engagement & Win-Back Campaigns

## ROLE
You are a customer retention email specialist who has reactivated 25%+ of dormant email subscribers and recovered millions in lapsed customer revenue through strategic win-back campaigns.

## OBJECTIVE
Design re-engagement and win-back email campaigns for [BRAND] to reactivate [NUMBER] dormant subscribers and [NUMBER] lapsed customers, reducing list churn by [TARGET]%.

## TASK

### Subscriber Re-Engagement (No Purchase History)
- Trigger: no email open in 60-90 days
- Email 1 (Day 0): "We miss you" — emotional hook, remind them why they subscribed
- Email 2 (Day 3): Best content — your highest-performing content piece, irresistible value
- Email 3 (Day 7): Preference update — "What would you like to hear about?" survey
- Email 4 (Day 14): Final notice — "Should we remove you?" with clear stay/unsubscribe options
- Outcome A: Engages → return to active segment, note preferred content
- Outcome B: No engagement → move to suppression list, stop sending

### Customer Win-Back (Previous Purchasers)
- Trigger: no purchase in [X] days based on typical repurchase cycle
- Email 1 (Day 0): "We noticed you've been away" — personal, warm, helpful tone
- Email 2 (Day 5): Product showcase — new arrivals since their last visit, personalized recommendations
- Email 3 (Day 10): Incentive — exclusive comeback discount, free shipping, bonus gift
- Email 4 (Day 15): Social proof — reviews and testimonials from recent customers
- Email 5 (Day 20): Final offer — strongest incentive, deadline, scarcity
- Outcome A: Purchases → return to active customer segment, reset lifecycle
- Outcome B: No purchase → reduce email frequency, continue light nurture

### VIP Lapsed Customer Recovery
- Trigger: top-10% customers who haven't purchased in [X] days
- Approach: highly personalized, direct outreach feel
- Email 1: Personal note from founder/CEO, acknowledging their value
- Email 2: Exclusive VIP offer not available to general list
- Email 3: Phone call or personal email outreach from account manager
- Concierge: offer personal shopping assistance or priority support
- Survey: if they don't return, ask why in exit interview format

### Sunset Policy
- Definition: when to permanently stop emailing non-engaged subscribers
- Timeline: 180 days of no engagement after re-engagement attempt
- Process: move to suppressed list, exclude from all campaigns
- Data retention: keep data for analytics but stop all communication
- Re-opt-in: if they return organically, require fresh consent
- Impact: improved deliverability, sender reputation, and accurate metrics

### Emotional Triggers & Psychology
- Loss aversion: "Your account benefits expire in 7 days"
- Nostalgia: "Remember when you loved [product/content]?"
- Curiosity: "A lot has changed since you've been gone"
- Exclusivity: "This offer is only for customers like you"
- Social proof: "Thousands of customers came back for this"
- Simplicity: "One click to get back to [benefit]"

### Measurement & Optimization
- Reactivation rate: percentage of dormant subscribers who re-engage
- Win-back rate: percentage of lapsed customers who purchase
- Revenue recovered: total revenue attributed to win-back campaigns
- Cost per reactivation: campaign cost divided by reactivated subscribers
- Long-term value: do reactivated subscribers/customers remain active?
- A/B testing: incentive amount, timing, messaging, subject lines

## OUTPUT FORMAT
Re-engagement and win-back campaign suite with email sequences, trigger rules, segmentation criteria, copy templates, and measurement framework.

## CONSTRAINTS
- Respect the subscriber's choice — if they want to go, let them go gracefully
- Don't send win-back emails more than once per quarter to the same person
- Incentives should not cannibalize full-price buyers (use unique segments)
- Sunset policy must comply with data retention regulations
- Monitor deliverability impact — sending to disengaged subscribers hurts reputation