Winback flow in Journey Builder

How to set up a Winback flow in Journey Builder

Just because a customer hasn't made a purchase or shown interest in your company for a while, doesn't mean that the customer is lost. The previous customer may still want to buy your product or service, it's just a matter of giving them a reason to come back, for example with the help of a Winback email. In this KB article, we will show you step by step how to set up win-back flows in Journey Builder.


  1. Click on Journey Builder and then on Journey Grid
  2. Then 'New Journey' in the top right corner

  1. Start by adding your "Header" and "Footer". Simply put, it's your "Header" and "Footer", all emails within this Journey, you only need to add the header and footer here, and never in the email builder.
  2. Fill in what you want this Lane to be called, since this Lane will be about Winback, we will name it "Winback"

Set the right settings:

  1. Make sure the trigger is 'Recurring'
  2. Here you should make sure that you have 'Daily'

  1. Click on the email
  2. Fill in your headline for this email
  3. Choose a segment, it can be both a tag or a segment. If you're unsure about the difference, read more here!
  4. You will easily be able to search for the segments you want in this specific email. Good to know is that you can add multiple segments, both tags and segments. If you want to understand more about how you can benefit from segmentation, you can read more tips here!

We have a guide on how to set up the segment based on number of orders in the article about Examples of segments called "Segment based on activity"

  1. Change if you want a unique "Sender name", otherwise keep the account's default name.
  2. Change if you want a unique "Sender email", otherwise keep the account's default email.
  3. Choose a "Subject" for the email.
  4. Fill in desired "Pre header"
  5. Fill in your "UTM campaign", if you're unsure what it is, read here!
  6. Fill in your "UTM content", if you're unsure what it is, read here!

Now the fun part, building the email!

  1. Under the standard field, you can see all the different "Widgets" that are always available for you to start building your email with.
  2. The Widgets you want to use, you drag up to "Added Widgets", in the order you want them to appear in the email.
  3. When you feel satisfied and done, you can preview how the email will look.

Now let's go through how you continue building on multiple emails or SMS in your Winback strategy.

  1. On the "+" and "-" sign, you determine after how many days you want the email to be triggered.
  2. To continue building on your Winback strategy, click on "+" and choose whether you want to add more emails or SMS in this flow.
  3. In this case, we added an SMS, which is clearly visible on the symbol above. Click on the SMS.

Build your SMS.

  1. Choose a segment, in the same way as with emails.
  2. Fill in a name, company or organization.
  3. Fill in a name or UTM campaign.
  4. Here you write the actual message.

Note that the number of characters per SMS must not exceed 160.

If you want to learn more about tips and tricks for SMS in Rule, you can do so here!

Structure the order of the send-outs.

  1. Remember that just like with emails, you must fill in after how many days you want the SMS to be triggered.
  2. If there are many days you want it to be sent, you don't only have to click on "+" or "-", you can also write as in this case, "70".
  3. As you can see, the send-outs are arranged in order by number of days. Double check that in this case, the SMS is filled in and active.

Congratulations! Now you have set up a Winback flow. You can also continue building on as many emails and SMS as you want in this flow.

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