> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mailerpath.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Win-Back Workflow

> Reconnect with churned or long-inactive users using targeted reactivation campaigns.

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.

## 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.

## 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.

## Exit criteria

Complete when:

* Win-back message delivered.
* User returns and performs key action.

Cancel when:

* Contact unsubscribes.
* Contact already reactivated through another path.

## Suppression and conflict rules

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

## 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

## 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

## Launch checklist

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

## Metrics and thresholds

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

## Failure scenarios and fixes

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

## Workflow group and source

Workflow group:

* Reactivation and win-back

Source reference:

* docs/workflow/MailerPath Workflow Details.md