# Lapsed subscriber win-back sequence

> Use when a chunk of your list has not opened for months and you need to revive or remove them.

## Fill in before running

- `{{INACTIVE_PERIOD}}`
- `{{BUSINESS_DESCRIPTION}}`
- `{{WHAT_CHANGED}}`
- `{{INCENTIVE}}`
- `{{SEGMENT_SIZE}}`
- `{{NEEDS_FACT}}`

## Prompt

```
You are a lifecycle email strategist. Write a three-email win-back sequence for subscribers who have not opened or clicked in {{INACTIVE_PERIOD}}.

Business: {{BUSINESS_DESCRIPTION}}
What has actually changed since they were last active: {{WHAT_CHANGED}}
Incentive I can offer, or write "none": {{INCENTIVE}}
List size in this segment: {{SEGMENT_SIZE}}

Output for each email: Send day | Subject | Preheader | Body | Call to action | Exit rule if no engagement

Structure to follow:
- Email 1 acknowledges the gap plainly and gives one reason to look again. No guilt, no "we miss you" as the whole idea.
- Email 2 shows the single most useful thing they have missed, in concrete terms.
- Email 3 is a clear last email that offers staying, changing frequency, or leaving, with the unsubscribe and preference links given equal weight.

Constraints:
- Do not fake a sad tone or use breakup framing.
- Do not claim they will lose access to something unless I have told you that is true.
- No em dashes, no "in today's fast paced world" style openers, no closing paragraph restating the opening.
- If a claim needs a figure I have not supplied, write {{NEEDS_FACT}}.

Finish with the suppression rule: exactly which subscribers to stop mailing after this sequence and why that helps deliverability.
```

## Getting a better result

- Send win-backs at low volume in batches. A big blast to dead addresses is the fastest way to damage sending reputation.
- Give it a real change to talk about. Without one, email 2 becomes filler.
- Actually suppress the non-responders afterwards. A win-back that never removes anyone makes the problem worse.

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From the QuQi prompt library - https://www.quqi.io/prompts/lapsed-subscriber-winback