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A Proven Framework for Boosting Customer Retention Using Klaviyo

Writer's picture: Dispatch Strategy TeamDispatch Strategy Team

In the world of e-commerce, retaining your existing customers is not just smart—it’s essential. Your current customer base represents your most valuable asset. Yet, many brands struggle to re-engage customers who have stopped purchasing, often leaving untapped revenue on the table.



Flowchart showing customer email sequence: trigger after order, wait 75 days, send "It's been a while…" email, wait 15 days, send "We've missed you" email.


At Dispatch, we specialize in optimizing retention channels to help brands unlock their full potential. In this post, we’ll break down the exact framework we recently used to audit and improve a customer winback flow for a direct-to-consumer (DTC) brand generating over $20 million in annual revenue. This approach resulted in significant revenue recovery and a boost in customer retention rates.


The Case for a Dual-Branch Winback Strategy

Not all lapsed customers are the same, so why treat them that way? A one-size-fits-all winback flow doesn’t address the distinct reasons why customers lapse. That’s why we recommend a two-branch strategy, separating first-time buyers from repeat customers.


Why First-Time Buyers Lapse

First-time buyers often stop purchasing for reasons such as:


  • Unrealized expectations: They didn’t see results fast enough.


  • Lack of clarity: They weren’t sure how to use the product.


  • Perceived price-to-value mismatch: They felt the product wasn’t worth the cost.


  • Cheaper alternatives: They found another product that seemed like a better deal.


Why Repeat Customers Lapse

Repeat customers, on the other hand, lapse for entirely different reasons:


  • Brand amnesia: They simply forgot about your brand.


  • Inventory timing: They didn’t restock because they didn’t realize they were running low.


  • Competitor switch: They decided to try a competitor.


  • Life changes: Their circumstances shifted, reducing the need for your product.


The Framework: How to Reconvert Lapsed Customers on Klaviyo to boost Customer Retention

To effectively win back customers, we use a targeted framework that starts with identifying the right trigger point and crafting separate email sequences for first-time buyers and repeat customers.


1. Identify the Ideal Trigger Point

Timing is everything. To determine when to start your winback sequence, use tools like Klaviyo to analyze customer purchase behavior and boost retention:


  • Pull the ‘Average Days Between Orders’ for customers with two or more purchases.


  • Calculate the median days between orders to establish a baseline for your winback flow.


  • Consider A/B testing slightly earlier triggers to optimize results.


2. First-Time Buyer Sequence

This segment requires a focus on education and overcoming initial objections. Here’s how we structure the flow:


  • Email 1: Strong, Exclusive Offer + Clear Value Proposition


    Remind them why they chose you initially and present an enticing reason to return.

  • Email 2: Competitive Comparison + Social Proof


    Highlight what sets your product apart from competitors and include testimonials from similar customers.

  • Email 3: Last Chance + Urgency


    Create a sense of FOMO with a limited-time offer and emphasize the benefits of acting now.


3. Repeat Buyer Sequence

For repeat buyers, focus on loyalty and personalization:


  • Email 1: Loyalty Recognition + Exclusive Offer


    Thank them for being a valued customer and offer a reward for returning.


  • Email 2: Product Updates + Social Proof


    Showcase what’s new or improved since their last purchase, and include testimonials from loyal customers.


  • Email 3: Alternative Offer + Urgency


    Present a different type of offer (e.g., a subscription discount) to reignite interest.


What Most Brands Overlook in Their Winback Strategy

Even well-designed flows often miss critical elements that can make the difference between reconversion and churn. Here are some tips to ensure your winback campaigns hit the mark:


  • Go beyond discounts. While offers are important, they shouldn’t be the sole focus. Reinforce why your product is worth the investment.


  • Address objections directly. Anticipate reasons for hesitation and proactively counter them in your messaging.


  • Highlight new features or benefits. Show what has changed or improved since their last interaction with your brand.


  • Leverage social proof strategically. Use testimonials and reviews from customers in similar segments to build trust.


  • Test timing rigorously. Small changes in the send schedule can result in big gains—our tests have shown up to a 30% lift in reconversion rates.


The ROI of an Optimized Winback Flow

A properly executed winback flow does more than recover lost revenue—it lays the foundation for true customer retention. By segmenting your audience, personalizing your messaging, and fine-tuning your timing, you can turn lapsed customers into loyal advocates.


At Dispatch, we’ve seen firsthand how an optimized retention strategy can transform a brand’s bottom line. Whether you’re managing a DTC powerhouse or scaling your first seven-figure brand, investing in your existing customers is the fastest path to sustainable growth.


Ready to Take Your Customer Retention to the Next Level?

Your customers are your greatest asset—don’t let them slip away. If you’re ready to optimize your retention channels and turn lapsed customers into repeat buyers, connect with Dispatch today. Let’s build a strategy tailored to your brand’s needs and drive meaningful results together.

FAQs

1. How can I determine the best time to start my winback flow?

Use tools like Klaviyo to analyze the average and median days between orders for repeat customers. This data will help you set an optimal trigger point.


2. Should I offer discounts to win back all lapsed customers?

While discounts can be effective, they shouldn’t be your only strategy. Reinforce your product’s value, address objections, and highlight improvements to maximize reconversions.


3. What’s the difference between a first-time buyer and a repeat customer winback flow?

First-time buyers require more education and trust-building, while repeat customers respond better to loyalty recognition and updates about product improvements.


4. How can social proof improve my winback campaigns?

Social proof builds trust by showing lapsed customers that people like them have had great experiences with your brand. Use testimonials and reviews from similar customer segments.


5. Why is timing so important in a winback flow?

Reaching out too early can feel intrusive, while waiting too long can result in permanent loss. Testing and data-driven timing are key to optimizing results.


6. What tools can help me execute a successful winback strategy?

Email marketing platforms like Klaviyo are invaluable for segmenting your audience, setting trigger points, and automating personalized winback sequences.

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