Templates

Template: a customer win back email

A win back email to a former customer should be short, warm and honest: acknowledge the gap, ask how they handle the problem now, and share a real change only if there is one. Do not guilt trip and do not lead with a discount. Below are three versions.

Published by Sellinger AI. Numbers and settings checked on 24 October 2026 against the fact register. Report an error.

The text

Placeholders in square brackets are yours to fill. The wording is ours, not a quote from a customer.

Version 1: a question first

Subject: How is [area] going?

Hi [first name],

It has been a while since [Company] used [product]. How has your team been handling [problem] since? I ask because your feedback shaped some of what we changed.

Version 2: a real change

Subject: [The change] is live

Hi [first name],

When you left, [reason they gave] was the main issue. We have since [the specific change]. Would a 15 minute look be useful?

[Name]

Version 3: a last, respectful note

Hi [first name], I will not keep writing. If [problem] comes back on your list, I would be glad to help.

Why each line is there

Line by line
Line	Why it is there
Acknowledge the gap	Honest about the relationship.
Ask before pitching	Their answer tells you whether a win back makes sense.
Name the reason they left	Shows you listened.
No discount first	A discount does not fix the reason they left.

What it measured

No data yet. Sellinger has not measured results for this exact text, so this page makes no claim about replies, meetings or revenue. Measured campaigns are in the case studies.

The Re-activation and Win-back persona caps win back attempts at three over six months, starting 30 to 60 days after churn.

When not to use it

When nothing changed since they left.
When they asked not to be contacted; opt outs are permanent.

How to use it in Sellinger

Use the Re-activation and Win-back persona and the Customer Success & Upsell rule pack. Leave it to the agent, which writes each message from the lead's own data and your persona, or paste this text into a step in Flow-Maker in the campaign's configuration drawer. The step's instruction box personalises a pasted message with the lead's data, so read the first sends before you widen the campaign.

Common questions

When should I send a win back email?

A month or two after churn, and only with a real reason to write.

Should I offer a discount?

Not first. Ask what changed and share real improvements.

How many times should I try?

A few times at most; the win back persona caps it at three over six months.

Sources and method

Wording is ours. Persona limits from the in-product persona template library, read 24 October 2026.