How do you approach win back timing?

Hi there,

Meghan here from the Community team! It looks like you are awaiting others to chime in from the Community, but I figured I would share some insight in the meantime.

Most brands tend to adjust winback timing based on the typical purchase cycle rather than using one universal window. We generally recommend sending the first winback message only after a customer has been inactive slightly longer than the brand’s average buying cycle.  

Fixed windows such as 75, 90, or 180 days can be useful starting points, but they should be treated as benchmarks to test—not rules. For example, a replenishable product may need an earlier reminder, while a luxury or infrequently purchased product may need a much longer delay.

A practical approach is to:

- Calculate the average time between orders for repeat purchasers.

- Start the winback slightly after that point.

- Segment by product category, purchase frequency, or VIP status where cycles differ.

- Test alternative timings and monitor reactivation, conversion, unsubscribes, and deliverability.

- Use a purchase filter so anyone who orders exits the remaining winback messages. 

So, your 75/90/105-day structure is reasonable if it reflects the brand’s purchasing data– otherwise, it’s better to anchor those intervals to the customer’s actual buying cycle.

Guide referenced: https://klaviyo.zendesk.com/hc/en-us/articles/115002775192-How-to-create-a-winback-flow