Klaviyo makes it easy to set up a win back flow. There's a default template ready to go, so most brands turn it on, move on, and assume it's working. And technically it is - it's running. But running and working are two very different things.
When I go into a new client's account and look at their win back flow, what I almost always find is something that was set up once, never really thought through, and is running on default settings that nobody ever questioned. The timing is off. The re-entry settings are wrong. The emails are leading with a discount when they should be leading with something worth coming back for.
A lot of that comes down to a fundamental confusion about what a win back flow is even supposed to do - and how it's different from a sunset flow. Because they're not the same thing, and if you're treating them like they are, you're bringing the wrong energy to the wrong audience.
A win back flow isn't about rescuing the unrescuable. It's about reopening a conversation with someone who already knows you and just needs a reason to come back. That's a completely different job - and it requires a completely different approach.
In this episode, I walk through the four things I look at when auditing a win back flow, the real brand examples that show what getting it right actually looks like, and a framework for making sure yours is doing the work it's supposed to do.
✨ In this episode, you'll learn:
The difference between a win back flow and a sunset flow - and why mixing them up costs you
Why the first question to ask isn't about the emails at all - it's about who's entering the flow
How to use your actual repurchase data to set win back timing (instead of guessing)
Why firing your win back too late means you're showing up to a conversation that already ended
The re-entry setting most brands never check - and why it matters more than you think
Why leading with a discount is often the laziest and least effective way to bring someone back
Real brand examples of win back flows that lead with relevance, voice, and something actually worth coming back for
A five-part audit framework to run on your own win back flow
The best win back flows don't feel like a win back flow. They feel like a well-timed, thoughtful message from a brand that noticed you'd been away - and actually has something worth showing you.
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