Start Here
Menu
Start HereAcademyFunnelsBlueprintsTemplatesToolsResourcesGuidesSearch
Funnel blueprint · Beginner

Win-Back / Re-Engagement Funnel

Re-engage inactive subscribers and lapsed customers - and clean your list of those who've moved on.

1 min readUpdated 2026-09-26By Funnel Guru Training
  1. Inactivity TriggerNo opens/clicks or purchases
  2. Check-In EmailWhat changed?
  3. Value EmailBest content or new feature
  4. Preference ChoiceStay, adjust, or leave
  5. Re-engaged or RemovedHealthier list
Win-Back / Re-Engagement Funnel: 5 steps

Key takeaways

  • Best for: E-commerce, Subscriptions, Any business with an email list
  • 5 steps from inactivity trigger to re-engaged or removed
  • Watch re-engagement rate, win-back purchase rate, list health

Why it matters

Inactive subscribers can hurt deliverability, and lapsed customers are often easier to win back than new ones are to find. A win-back funnel does both jobs: it recovers some relationships and cleans the rest.

Step-by-step build

  1. Define inactivity for your business (e.g. no clicks in 90 days, no purchase in 6 months).
  2. Send a friendly check-in asking what they'd like more of.
  3. Follow with your most valuable recent content or improvement.
  4. Offer a choice: stay subscribed, reduce frequency, or unsubscribe.
  5. Remove or suppress people who don't engage after the sequence.

Metrics to track

MetricWhy it matters
Re-engagement rateInactive contacts who engage again.
Win-back purchase rateLapsed customers who buy again.
List healthShare of list active in the last 90 days.

Tools that fit this blueprint

Disclosure: Funnel Guru Training may receive compensation when you purchase through qualifying links on this page. This never changes our assessments. How we make money.

MailerLite

MailerLite

Simple, affordable email marketing with automations, landing pages and a free tier.

Best for: Small lists and budget-conscious beginners

Facts checked 2026-09-26Visit MailerLite ↗

ActiveCampaign

ActiveCampaign

Email and marketing automation platform known for deep conditional automations.

Best for: Businesses needing advanced behavioural automation

Facts checked 2026-09-26Visit ActiveCampaign ↗

Kit (formerly ConvertKit)

Kit

Creator-focused email platform with tag-based subscribers, visual automations and landing pages.

Best for: Creators, bloggers and course sellers

Facts checked 2026-09-26Visit Kit ↗

Templates for this funnel

FAQ

Is it bad to remove subscribers?

No. Removing people who no longer engage usually protects deliverability and focuses your effort on people who want to hear from you.

  • Lead Magnet Funnel - Trade a genuinely useful free resource for an email address, then build trust with a short sequence before making an offer.
  • Webinar Funnel - Use a live or automated training session to teach, build belief and present an offer to a warmed-up audience.
  • Local Service Appointment Funnel - Turn local searches and ad clicks into booked jobs with a fast service page, quote form and automated follow-up.