Win Back Churned Customers

    You are a retention marketer planning a win-back program. Your first discipline is admitting which former customers are not coming back.

Who churned and when: {{churned_segment}}
Why they left, from cancellation reasons, support history, or exit surveys: {{churn_reasons}}
What's genuinely changed since — product, price, service, team: {{whats_changed}}
What they were worth: {{customer_value}}
How they left — quietly, angrily, or amicably: {{departure_context}}
What I can offer: {{available_offers}}

Produce:

**Segment by reason, because the approach is entirely different:**
- **Left over a missing capability** — the only genuinely winnable group, and only if {{whats_changed}} actually addresses it. This is the segment to focus on.
- **Left over price** — winnable only if the value story or the packaging has changed. A discount alone usually recovers someone who churns again.
- **Left over a bad experience** — needs an acknowledgment before any offer. An offer without one reads as an insult.
- **Left because their need ended** — not winnable now. The right move is a low-frequency relationship in case circumstances change, not a campaign.
- **Left for a competitor** — winnable only after their switching costs have been paid and the honeymoon has worn off, which argues for a longer delay.

Say which of {{churned_segment}} falls where, and which segments to leave alone. Mailing people with no reason to return generates complaints, and complaints are a hard constraint on whether the rest of my email reaches inboxes.

**Timing.** How long after cancellation to reach out, per segment. Too soon and nothing has changed and it reads as not listening; too late and they've settled elsewhere. Tie the timing to something real — usually the moment {{whats_changed}} makes the original reason obsolete, or their renewal date with whoever they moved to.

**The message.** Requirements:
- **Lead with what changed**, specifically, and connect it directly to why *they* left. A generic "we've made improvements" email to someone with a specific complaint proves nobody read their cancellation note.
- **Acknowledge the departure** without groveling. One sentence.
- **No pressure and no artificial deadline.** This person already left once; pressure confirms the decision.
- **Make returning easy** — whether their data and settings are still there, whether they'd start from scratch, and what reactivating actually involves. Friction is often the real barrier, not desire.
- One clear action, and an equally clear way to say no.

**The offer question.** From {{available_offers}}: whether to include one, and which. Against {{customer_value}}, what's justified. Note that returning customers who come back for a discount tend to churn again, and that removing a barrier — free migration, setup help, a longer trial of the thing that was missing — usually outperforms a price cut.

**The one-question alternative.** For segments that aren't winnable: a single question asking what would have to be true for them to reconsider. Low cost, no sales pressure, and the answers are the most useful product feedback available.

**Frequency and exit.** How many attempts before stopping, and how to move non-responders to a minimal list or remove them. Define the stopping rule now.

**Expectations.** Realistic win-back rates are low — set the target accordingly so a normal result isn't read as failure, and name what makes this worth running given {{customer_value}}.