Win-Back Postcard Campaigns for Lapsed Customers

Your lapsed customers already know your brand — they just stopped buying. A personalised postcard with a compelling offer arrives in a channel they're not being retargeted on, making win-back postcards one of the highest-ROI campaigns available for Australian DTC brands.

Why win-back campaigns matter

Acquiring a new customer costs 5–7x more than retaining an existing one. Lapsed customers have already paid that acquisition cost — they know your brand, trust it enough to have purchased before, and have a physical address on file. A well-timed postcard with a personalised offer is the lowest-cost path to a repeat purchase.

Email win-back sequences are standard — most lapsed customers are burned out on re-engagement emails. A physical postcard is a pattern interrupt that digital channels can't replicate.

How TouchDrop automates win-back campaigns

Lapse trigger

Configure the number of days since last purchase that defines "lapsed" for your brand — commonly 60, 90, or 180 days. TouchDrop monitors your Shopify order history and triggers the postcard automatically when a customer crosses the threshold.

Personalised offer

Each postcard includes the customer's name and a unique discount code created in Shopify. The offer is visible on the postcard — no needing to remember a generic code, no friction at checkout.

Suppression logic

Customers who purchase after the trigger fires — through any channel — are removed from the postcard queue before it prints. You don't send a win-back discount to someone who already came back.

60-day attribution

Orders placed within 60 days of the postcard being sent are attributed to the win-back campaign. Both QR-scan orders and discount-code orders are counted in your ROAS calculation.

Combining with Klaviyo

If you're running a Klaviyo win-back email flow, TouchDrop works alongside it — not against it. A common sequence is: email day 1 → email day 7 → postcard day 14 → email day 30. Customers who convert from the email flow are suppressed from the postcard send, so you're only mailing the customers who didn't respond to the cheaper channel.

You can also pull your Klaviyo win-back segment directly into TouchDrop and run a one-time send to the entire lapsed cohort.

Automate win-back postcards for your lapsed customers.

Configure your lapse trigger and start recovering revenue.

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