Win-back email sequences that actually re-engage churned users

Winning back churned users is 5x cheaper than acquiring new ones. Here is the 4-email win-back sequence that works for our SaaS product.

Email 1 (Day 0): The check-in

"We noticed you have not been around" — no discount, just genuine check-in with a link to what is new.

Email 2 (Day 3): Value reminder

Highlight the top features they used and what they are missing. Include social proof from similar users.

Email 3 (Day 7): The offer

A limited-time discount or extended trial. This email alone drives 60% of our recoveries.

Email 4 (Day 14): The farewell

"We will stop emailing you" — creates urgency and surprisingly converts another 2% who did not respond to the discount.

Results

Overall recovery rate: 8.2%. Average time to re-conversion: 5.3 days. ROI: 340% when you factor in the lifetime value of recovered users.