Customer Win Back Sequencer

Win-Back Score = (Change Signal × Churn Reason Addressability × Account Value) / Time Decay

Change Signal (1-5):
  5 = Multiple strong signals (funding + growth + competitor issues)
  4 = One strong signal (funding or significant growth)
  3 = Moderate signal (hiring, product launch)
  2 = Minor signal (still operating, no major changes)
  1 = No detectable change

Churn Reason Addressability (1-3):
  3 = You've directly fixed the reason they left
  2 = Partially addressed or different angle available
  1 = Same issues exist / unknown churn reason

Account Value (multiplier):
  2.0x = Was top 20% by MRR
  1.5x = Mid-tier MRR
  1.0x = Lower MRR

Time Decay (divisor):
  1.0 = Churned 3-6 months ago (sweet spot)
  1.2 = Churned 6-12 months ago
  1.5 = Churned 12-18 months ago
  2.0 = Churned 18+ months ago

Subject options:
A: "[First name], [specific thing] changed since we last spoke"
B: "We fixed the thing that made you leave"
C: "[Company] + [Your Product] — worth another look?"

---

Hi [First name],

[1 sentence acknowledging they left — no guilt, no desperation]

Since then, we've [specific improvement that addresses their churn reason]:

- [Change 1 — most relevant to their pain]
- [Change 2]
- [Change 3]

[If you have a relevant customer proof point]:
"[Company in their space] switched back and saw [result]."

Would it be worth a 15-minute look at what's different?

[Soft CTA — no pressure]

[Signature]

Subject: "How [similar company] is using [product] now"

Hi [First name],

Quick follow-up — wanted to share something relevant.

[Case study or proof point from a company similar to theirs]:
- [What they achieved]
- [Metric that matters]

[1 sentence connecting this to their specific situation]

[CTA — slightly stronger: "Want me to show you the new [feature] in 10 minutes?"]

[Signature]

Subject: "[Specific offer — e.g., 'Free migration + 30 days on us']"

Hi [First name],

I know switching tools is a pain — that's usually what keeps people from
coming back even when the product has improved.

So we're making it easy:
- [Offer detail 1 — e.g., "We'll handle the full migration"]
- [Offer detail 2 — e.g., "30 days free to test everything"]
- [Offer detail 3 — e.g., "Dedicated onboarding session"]

[If applicable: "This offer is available through [date]"]

Worth a conversation?

[Signature]

Subject: "Closing the loop"

Hi [First name],

Totally understand if the timing isn't right — just wanted to
make sure this didn't slip through the cracks.

Quick summary of what's new:
→ [Key improvement 1]
→ [Key improvement 2]
→ [Standing offer, if applicable]

If anything changes on your end, my inbox is always open.

[Signature]

P.S. [Genuinely helpful resource — e.g., "We just published [relevant content].
Worth a read regardless of which tool you're using."]

# Win-Back Opportunity Report — [DATE]
Churned accounts analyzed: [N]
Time window: [Churned between X and Y months ago]

---

## Summary

| Priority | Accounts | Total MRR Opportunity |
|----------|----------|----------------------|
| High Priority | [N] | $[X]/mo |
| Medium Priority | [N] | $[X]/mo |
| Low Priority / Skip | [N] | $[X]/mo |

**Total recoverable MRR:** $[X]/mo (estimated, assuming [Y%] win-back rate)

---

## High Priority Accounts

### [Company 1] — Churned: [date] | Former MRR: $[X]
**Churn reason:** [Reason]
**What's changed (them):** [Research findings]
**What's changed (us):** [Product updates that address their pain]
**Win-back angle:** [The core pitch]
**Contact:** [Name, title, email]
**Sequence:** [Attached — 4 emails, personalized]

### [Company 2] — ...

---

## Medium Priority Accounts

| Account | Churned | MRR | Churn Reason | Win-Back Angle | Score |
|---------|---------|-----|-------------|---------------|-------|
| [Name] | [Date] | $[X] | [Reason] | [Angle] | [N] |

---

## Email Sequences

### [Company 1] — Full Personalized Sequence
[Email 1: Subject + body]
[Email 2: Subject + body]
[Email 3: Subject + body]
[Email 4: Subject + body]

### [Company 2] — ...

---

## Accounts to Skip (and Why)

| Account | Reason to Skip |
|---------|---------------|
| [Name] | [Still in same situation / company shut down / too recent] |

---

## Win-Back Campaign Setup

If using Smartlead:
- Campaign name: "Win-Back — [Month] [Year]"
- Sequences: [Use generated sequences above]
- Timing: [Recommended send schedule]
- Sender: [Recommended — founder for high priority, CSM for medium]