Win-back campaign
A win-back campaign is a marketing action aimed at inactive customers or cooled-off leads with the goal of bringing them back to purchase or conversation. It combines a segment based on inactivity, for example no orders or messages for a certain number of months, with an offer or a concrete reason to return. On WhatsApp it is run with marketing templates sent to contacts who still hold a valid opt-in.
The process: define the inactivity threshold from the data, such as last purchase or last reply, build the segment, prepare a template with a concrete hook, for example a relevant novelty, an exclusive benefit or a feedback request, and measure who reopens the conversation. The tone that works is direct and respectful of the silence: acknowledge the absence, offer a reason to return, leave an explicit exit for those no longer interested.
On WhatsApp, win-back enjoys a structural advantage: the message lands where the customer actually reads, with read rates that email on cold lists doesn't come close to. The precautions: very old contacts have weak consents and generate more blocks, so it's better to proceed by increasing bands of inactivity and clean out those who don't react. A successful win-back ends in conversation: the reply opens the 24-hour window and the dialogue.
With SendApp's segmentation, you isolate silent customers and launch the win-back in a few clicks; replies land in the inbox, where the AI agent or a human agent closes the loop.
Frequently asked questions
From theory to practice
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