01
Use When
A customer has crossed the approved lapsed threshold.
02
Default Audience / State
Lapsed customer still eligible for marketing and service.
03
Desired Customer Behavior
Reactivate with a meaningful purchase, booking or renewal.
04
Default Barrier Hypothesis To Validate
Need changed, relevance fell, value eroded, experience failed, competitor won, or customer simply became inactive.
05
80% Message Architecture
- Lapse entry: RECOGNIZE/RECONNECT — acknowledge prior relationship and current relevance.
- Next interval: VALUE/RECOMMEND — strongest relevant reason to return.
- Next interval: TARGETED OFFER if justified by economics and barrier.
- Final interval: LAST USEFUL INVITE — then reduce frequency rather than endlessly repeating.
06
Offer Starting Position
May justify stronger incentives than ordinary retention, but use the weakest credible mechanism first and protect margin/full-price behavior.
07
Default Suppressions / Exits
Do not send generic winback to unresolved complaints; route service recovery. Exit immediately on reactivation.
08
Primary KPI
Reactivation rate; reactivated revenue; second post-reactivation purchase rate.
09
Make It Yours
Lapse definition, incentive ceiling, exclusions, product relevance, reactivation event and post-return journey.