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Win-back flows target customers who have a strong purchase history but have stopped buying. The VIP win-back recipe is specifically aimed at high-lifetime-value customers — the segment of buyers most worth the effort of a direct, personalized re-engagement message with an exclusive offer. The power of this recipe lies in the trigger: instead of running on a scheduled basis, it fires automatically the moment a customer’s data causes them to enter the lapsed segment. There is no manual list building or campaign scheduling required.

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Flow structure

Trigger: User Added to Segment ("High LTV - Lapsed")
→ Delay: 1 hour
→ Action: Send exclusive win-back offer template

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Node-by-node breakdown

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Trigger — User Added to Segment

Trigger: USER_ADDED_TO_SEGMENT Segment: “High LTV - Lapsed” Fires when a customer newly matches the rules of the defined segment and is added to its membership. The trigger fires only on the transition into membership — customers who were already in the segment when the automation was activated are not enrolled unless include_existing_users is enabled. Defining the segment The “High LTV - Lapsed” segment is a dynamic, rule-based segment you build in Audience → Segments. A typical rule structure: 
Total spent > [your high LTV threshold]
AND Days since last order > [your lapse threshold, e.g., 60]
Adjust the thresholds to match your store’s data. A fashion brand with frequent repeat purchases might define lapse as 30 days; a furniture brand with longer purchase cycles might set it at 180 days. Recommended frequency cap: 30 days — a customer who lapsed, was messaged, purchased, and then lapsed again after another period deserves re-enrollment after a meaningful gap. 30 days prevents the same customer from receiving the win-back multiple times within a single month if their data fluctuates around the lapse threshold.

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Delay — 1 hour

A 1-hour delay between segment entry and message send is a short buffer that prevents the message from arriving in the same moment the segment evaluation runs. It also avoids the awkwardness of a customer receiving a lapse message immediately after an event that pushed them into the lapsed state (such as a price change affecting their total spend calculation). This delay can be extended if preferred — 6 or 12 hours is also reasonable. The goal is to avoid a message that feels instantaneous in response to a data change the customer is unaware of.

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Action — Exclusive win-back offer template

The win-back template for high-LTV customers should reflect their value to your store. This is not the moment for a generic promotional message — customers who spent significantly with your brand respond better to personalized acknowledgment and an offer that feels exclusive. Effective elements for a VIP win-back template:
  • Address the customer by name
  • Acknowledge the relationship without being heavy-handed (“We’ve missed you” is sufficient; detailed purchase history recaps feel surveillance-like)
  • A genuinely exclusive offer — a discount not available in standard campaigns, early access to a new collection, or free shipping that is not broadly advertised
Suggested variable mapping:
  • {{1}} → customer.first_name

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Building the segment

The “High LTV - Lapsed” segment drives this entire flow. Before activating the automation, build and verify the segment in Audience → Segments:
  1. Set a Total spent threshold that reflects your definition of high LTV
  2. Set a Days since last order threshold that reflects your definition of lapsed
  3. Add Consent status = SUBSCRIBED as a rule to exclude non-opted-in customers from the segment entirely — this prevents the trigger from firing for customers who cannot be messaged
  4. Review the initial membership count — if the segment is very large, consider increasing the LTV threshold to focus on your top tier before activating with include_existing_users
If you activate this automation with include_existing_users enabled and the segment already has thousands of members, a large batch of win-back messages will be sent within a short period. Review your credit balance and consider activating without include_existing_users first to let the flow run on new entrants only.

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Templates required

TemplatePurpose
VIP win-back offerRe-engagement message for high-LTV lapsed customers