Win-back campaign
A win-back campaign targets customers who were once active purchasers but have lapsed — they haven't bought in a defined period, typically 60 to 180 days. The goal is to re-engage them before they permanently churn to a competitor or simply forget about the brand.
Why lapsed customers are worth targeting
Lapsed customers represent the most cost-efficient acquisition opportunity available. They already know the brand, have demonstrated willingness to purchase, and have a physical address on file. The customer acquisition cost has already been paid. Re-engaging a lapsed customer typically costs a fraction of acquiring a new one with equivalent LTV potential.
Why postcards work for win-back
Email win-back flows are the standard approach — and lapsed customers have often seen many of them. A personalised physical postcard arriving in the letterbox is a different experience: unexpected, tactile, and impossible to scroll past. For customers with low email engagement (the most common characteristic of a truly lapsed customer), a postcard is often the only channel that can reach them.
Setting up a win-back campaign in TouchDrop
- Connect your Shopify store to TouchDrop
- Set the lapse threshold — the number of days since last order that defines "lapsed" (e.g. 90 days)
- Design a postcard with a compelling offer and a unique discount code
- Configure suppression rules — exclude customers who receive a postcard from receiving another for 60+ days
- Activate — TouchDrop automatically processes new customers as they cross the lapse threshold
Measuring success
Win-back campaign ROAS is calculated using the 60-day attribution window in TouchDrop. Orders attributed via QR scan or discount code redemption are counted against the total postcard spend for the campaign period.
Related terms and reading
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