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This workflow is the structured last-mile effort to bring churned or long-inactive users back to MailerPath. MailerPath controls orchestration and execution safety. You can personalize approved settings and template content.

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Definition and business outcome

Use this workflow to recover lost users and revive dormant accounts. Primary outcomes:
  • More churned users return.
  • More inactive users resume activity.
  • Better recovery revenue potential.

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Entry criteria

Trigger signals:
  • Long inactivity window (for example 60+ days).
  • Subscription cancellation event.
  • No purchase/use for defined period.
Required conditions:
  • Valid email and contact eligibility.

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Exit criteria

Complete when:
  • Win-back message delivered.
  • User returns and performs key action.
Cancel when:
  • Contact unsubscribes.
  • Contact already reactivated through another path.

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Suppression and conflict rules

  • Suppress repeated win-back emails too frequently.
  • Exclude actively engaged users.
  • MailerPath resolves queue conflicts across workflows.

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Required configuration fields

Client-configurable fields:
  • delay_minutes
  • send_time_mode
  • preferred_send_hour + preferred_send_minute
  • priority_score
  • Win-back template and offer details

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Message blueprint

  1. Acknowledge inactivity.
  2. Highlight new value since last visit.
  3. Include one incentive (optional).
  4. Add one strong return CTA.
CTA examples:
  • Claim your return offer
  • See what’s new

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Launch checklist

  1. Verify inactivity/cancellation segment definitions.
  2. Confirm reactivation event tracking.
  3. Review offer eligibility and expiration logic.

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Metrics and thresholds

  • Open rate target: 25% to 40%
  • Reactivation CTR target: 5% to 12%
  • Return conversion target: 5%+

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Failure scenarios and fixes

  • Low return rates: improve offer relevance and audience segmentation.
  • High unsubscribes: reduce frequency and tune tone.

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Workflow group and source

Workflow group:
  • Reactivation and win-back
Source reference:
  • docs/workflow/MailerPath Workflow Details.md