Definition
Winback sequences target lapsed buyers - typically 60-180 days quiet - with escalating incentives: a check-in, a value reminder, then a concrete offer. RFM's 'hibernating' and 'lost' tiers are the natural audience.
Why it matters
Reactivating a known buyer costs a fraction of acquiring a stranger. It is the highest-margin campaign in most accounts.
Benchmarks
Good winbacks reactivate 3-8% of lapsed buyers
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