wayland-winback-campaign

Business

Design a winback campaign end to end: define and segment lapsed customers, build the comeback offer, then write the email sequence that re-engages them, with review gates before shipping. Use when the user wants a structured multi-step process to re-engage lapsed or one-time customers with a segmented offer and a timed email sequence. Do NOT use for a single re-engagement email or a question one atomic skill can answer.

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Source SKILL.md: https://github.com/FerroxLabs/wayland/blob/HEAD/src/process/resources/bundled-workflows/bodies/wayland-winback-campaign/SKILL.md

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Winback Campaign

Estimated time: 20-30 minutes

This workflow designs a winback campaign that re-engages lapsed customers. It defines how "lapsed" is scoped, segments those customers so each group is targeted differently, builds the comeback offer that gives them a reason to return, and writes the email sequence that delivers it. Review gates let the user refine the offer and the sequence before shipping.

When to Use

User wants to re-engage lapsed or one-time customers with a campaign
User can describe how lapsed is defined, the customer count, and top products
Do NOT use for a single one-off re-engagement email

Steps

Step 1: Gather the winback brief (uses: commerce-winback)

Tell the user you will design their winback campaign. Then gather: how lapsed customers are defined (e.g. 90 days with no purchase, or one-time buyers only), the approximate count of lapsed customers, and the top-selling product line. Capture this as the brief that drives segmentation, offer, and sequence. Do not proceed without the lapsed definition and the top product line.

Input: user-provided lapsed definition, customer count, top product line
Output: a structured winback brief
Key focus: pin down the lapsed definition before segmenting

Step 2: Infer the segments (uses: commerce-winback)

From the brief, infer the lapsed-customer segments worth targeting differently (e.g. high-value vs. one-time, recently lapsed vs. long-dormant, single-category vs. multi-category buyers). Present the segments and the reasoning for treating each differently. Let the user confirm or adjust before the offer is built.

Input: winback brief from Step 1
Output: distinct lapsed-customer segments with targeting rationale
Key focus: segments must justify different offer/messaging treatment

Step 3: Build the winback offer (uses: funnels-offer)

Build the comeback offer that gives lapsed customers a reason to return, tailored to the segments where it matters. Present the offer (the hook, the incentive, and any segment-specific variants). Show it. Then ask whether to refine the offer or proceed to the email sequence; if they refine, revise against their feedback and re-show, for up to three rounds, before advancing.

Input: winback brief and the segments from Step 2
Output: the winback offer with any segment-specific variants
Key focus: the offer is a genuine reason to return, matched to each segment

Step 4: Write the email sequence (uses: commerce-winback)

Write the winback email sequence that delivers the offer across the segments: the touches, their timing, the subject lines, and the body copy, adapting tone and incentive per segment as needed. Show the full sequence. Then ask whether to ship the campaign or refine the sequence; if they refine, revise and re-show, up to two rounds, before completing.

Input: the winback offer and the segments
Output: a full winback email sequence (touches, timing, subjects, copy)
Key focus: deliver the offer with the right cadence per segment

Step 5: Assemble the winback campaign (uses: commerce-winback)

Compile the final deliverable: a Winback Campaign document bringing together the segments, the offer, and the email sequence so the user can load it into their ESP and run it. Present it as the shipped artifact.

Input: segments, offer, and email sequence from prior steps
Output: a complete Winback Campaign document
Key focus: one implementation-ready campaign document