Behavior-based win-back email sequences

POST-4/7👉 Email used to be a megaphone. In 2025, it’s a whisper in a very specific ear. Gone are the days when “blast to all” could pass as a strategy. In fact, that approach in 2025 is actively hurting your deliverability. Email Service Providers (ESPs) like Gmail, Yahoo, and Outlook are no longer just evaluating your IP health—they’re scoring your sender behavior at the recipient level. That means if 40% of your list is cold or disengaged, Gmail sees you as the problem—not just the user. ⚠️ Real Consequence: 1. We audited an ecommerce fashion brand with 220K contacts. Over 92K of them hadn’t clicked a single email in 90+ days. Gmail flagged them for bulk spam behavior, and inboxing fell from 78% to 46% overnight. 2. They were running promos weekly. Nothing was technically broken—but nothing was relevant. That’s what got them crushed. What Micro-Segmentation Solves in 2025: ✅ Reduces spam complaints ✅ Increases engagement velocity ✅ Signals positive intent to inbox providers ✅ Unlocks higher revenue per send with smaller cohorts Micro-Segmentation Tactics That Work Now: 1. Behavior-Based Journeys: Forget static tags. If someone viewed winter boots but didn’t buy, your next 3 emails better talk about warmth, snow, or style—not your general spring lookbook. ✅ Klaviyo + Shopify data lets you trigger flow branches based on: Last viewed product category Cart abandonment by SKU group Pages viewed in session (via UTMs or on-site behavior) Pro Tip: Use dynamic content blocks inside campaigns to adjust hero sections based on browse activity without cloning entire flows. 2. Lifecycle Automation by Spend Velocity This isn’t “new vs returning” logic anymore. In 2025, flows shift based on: Time since last order AOV trends SKU replenishment cycles Example: First-time customer who hasn’t returned in 30 days → “2nd purchase incentive” High-value buyer within 7 days → “VIP early access” Customer inactive 60+ days → Winback + dynamic offer block + channel sync suppression 3. AI-Supported Clustering Tools like RetentionX, Lexer, and even Klaviyo’s predictive analytics are now building multi-dimensional customer clusters using: Purchase frequency Channel source Time to second order Category loyalty It’s loyal mid-value buyers who shop monthly but only when free shipping is offered. ✅ What to do: Export these clusters to your ESP Build messaging that maps exactly to their past actions Suppress low responders from paid channels and warm email instead. Ready to Execute? Create 5 foundational micro-segments: 1. High spenders 2. First-time buyers 3. VIPs (CLV > 2.5x avg) 4. Dormant >90 days 5. Active clickers, no conversion Test 2 cadences per segment: VIPs: 4x/month + early access Dormant: 1x/month reactivation with content—not promos Use Recency, Frequency, and Monetary score buckets to tag customers and let your automations react to movement between them. #EmailMarketing #email

Most brands wait until someone ghosts for 90+ days… And send: → “We miss you 💔” → “Here’s 15% off to come back” Translation: → “We noticed you left” → “Please buy again?” Realty: The “customer winback” flow is the most ignored revenue stream in ecommerce. You know what works better? • Reframe it as a re-onboarding flow • Acknowledge the gap, then re-segment them • Don’t assume they want the same product again Try this: Email 1 → “Let’s catch up. What’s changed since you last bought?” (Product quiz, preference survey, life update) Email 2 → “Looks like you're into X. Here’s what’s new in that world.” (Recommend based on new data) Email 3 → “We’re not here to push. Just help.” (Send a guide, checklist, or resource instead of a discount) Comeback flows work when you treat returning like a new chapter.

5 Email Flows Every DTC Brand Needs to Hit $1M+ Revenue After helping brands generate $30M+ in email revenue, I've seen the same pattern: brands that hit 7-figures have these 5 flows dialed in. Most DTC brands focus on acquisition but ignore the goldmine sitting in their email list. Here are the flows that separate $100K brands from $1M+ brands: 1. Welcome Series (The Foundation) Trigger: New email subscriber Why it matters: First impressions set the tone for your entire relationship The sequence: Email 1: Deliver the promised incentive + brand intro Email 2: Founder story + mission (builds emotional connection) Email 3: Social proof + testimonials Email 4: Best sellers + unique selling props Email 5: Last chance for welcome offer Result: One client saw 32% of new subscribers convert within 7 days 2. Abandoned Cart Recovery (The Revenue Rescuer) Trigger: Product added to cart, no purchase Why it matters: 70% of carts are abandoned - that's money walking out the door The sequence: Email 1: "Forgot something?" + product reminder (no discount) Email 2: Social proof + address objections + 10% off Email 3: Urgency + scarcity + founder's personal note Email 4: Last chance + higher discount (if needed) Result: Typically recovers 15-25% of abandoned revenue 3. Post-Purchase Upsell (The Profit Maximizer) Trigger: Order confirmation Why it matters: It costs 5x more to acquire new customers than upsell existing ones The sequence: Email 1: Thank you + what to expect Email 2: Complementary products + limited-time bundle offer Email 3: Educational content + product care tips Email 4: Review request + incentive for next purchase Result: Increases AOV by 20-40% on average 4. Browse Abandonment (The Interest Converter) Trigger: Product page visit, no cart addition Why it matters: Captures warm traffic before they forget about you The sequence: Email 1: "Still thinking about [product]?" + social proof Email 2: Educational content + benefits + small discount Email 3: Urgency + customer reviews Result: Converts 5-10% of browsers into buyers 5. Win-Back Campaign (The Relationship Rebuilder) Trigger: No purchase in 60-90 days Why it matters: Past customers are 3x more likely to buy than new prospects The sequence: Email 1: "We miss you" + what's new Email 2: Exclusive comeback offer + social proof Email 3: Final chance + higher discount Email 4: Feedback request (if no engagement) Result: Reactivates 10-15% of dormant customers These flows work 24/7 while you sleep. One client added $114K/month in just 57 days by implementing these properly. Each flow needs: Proper triggers and timing Mobile-optimized design Compelling copy that converts Clear CTAs Continuous optimization Missing any of these flows? You're leaving money on the table.

Most cold email sequences get 1% to 3%reply rates. Mine get 10% (Here's the difference) 𝗕𝗮𝗱 𝘀𝗲𝗾𝘂𝗲𝗻𝗰𝗲𝘀: - Time-based follow-ups - Same message for everyone - "Just checking in" emails - 3+ hours to build 𝗚𝗼𝗼𝗱 𝘀𝗲𝗾𝘂𝗲𝗻𝗰𝗲𝘀: - Behavior-based paths - Different messages for different engagement - Triggered by actions, not days - Built in 15 minutes with AI 𝗧𝗵𝗲 𝘀𝗵𝗶𝗳𝘁: - Stop following YOUR calendar. - Start following THEIR behavior. 𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁 𝗜 𝗺𝗲𝗮𝗻: - "Opened 5+ times? → Send: 'Seems like good timing to chat?'" High intent path. - "Clicked pricing link? → Send case study + booking link immediately" They're ready. Strike now. - "Replied 'not interested'? → Move to 90-day nurture sequence" Long game. Stay top of mind. - "Zero opens? → Try completely different value prop" Your angle isn't landing. Switch it. - "Opened 2-3 times, no clicks? → Send: 'Noticed you checked this out - questions?'" Soft nudge. They're curious. 𝗧𝗵𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺: Building these manually takes 3+ hours per sequence. Most teams don't have that time. So they use generic templates and get generic results. 𝗧𝗵𝗲 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻: I started using AI to map the logic. (Specifically: Saleshandy's AI Copilot) Drop in website → Answer 3 questions → Get full behavior-based sequence. 3 hours → 10 minutes. 𝗕𝘂𝘁 𝗵𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: The framework comes first. AI just speeds up execution. Time-based sequences = treating everyone the same. Behavior-based sequences = treating everyone right. As long as you match message to behavior... Hard not to see reply rates double. Which approach are you using? #SalesStrategy #ColdEmail #B2BSales #EmailMarketing #Outbound