Wellness supplements · Attentive
Making win-back useful for a daily supplement brand
A twelve-week test replaced blanket lapsed-customer discounts with product cadence, education, and a reason to restart.
- 2.2×
- win-back conversion
- 12 weeks
- measured window
- Illustrative
- anonymized engagement
01
What made the old win-back feel generic?
Every non-buyer entered the same flow 60 days after purchase. That ignored supply length, serving cadence, and whether the original order was a one-time trial or a multi-bottle purchase. The first message led with a discount before reminding the customer what the product was meant to support.
02
How did the new sequence work?
We segmented by expected depletion date and first-order composition. Single-bottle customers received a short product-use reminder followed by a proof point; multi-bottle buyers waited longer and saw a lower-frequency path. A discount appeared only after an engagement signal, and active subscribers were excluded across every branch.
03
What did the twelve-week comparison show?
Win-back conversion moved from 0.6% to 1.3%, a 2.2-times increase after rounding. Revenue per recipient rose from $0.54 to $1.07, while opt-outs declined from 0.48% to 0.31%. The program generated more recovered customers with fewer indiscriminate offers.