Klaviyo makes it easy to set up a win back flow. There's a default template ready to go, so most brands turn it on, move on, and assume it's working. And technically it is - it's running. But running and working are two very different things.

When I go into a new client's account and look at their win back flow, what I almost always find is something that was set up once, never really thought through, and is running on default settings that nobody ever questioned. The timing is off. The re-entry settings are wrong. The emails are leading with a discount when they should be leading with something worth coming back for.

A lot of that comes down to a fundamental confusion about what a win back flow is even supposed to do - and how it's different from a sunset flow. Because they're not the same thing, and if you're treating them like they are, you're bringing the wrong energy to the wrong audience.

A win back flow isn't about rescuing the unrescuable. It's about reopening a conversation with someone who already knows you and just needs a reason to come back. That's a completely different job - and it requires a completely different approach.

In this episode, I walk through the four things I look at when auditing a win back flow, the real brand examples that show what getting it right actually looks like, and a framework for making sure yours is doing the work it's supposed to do.

✨ In this episode, you'll learn:

• The difference between a win back flow and a sunset flow - and why mixing them up costs you

• Why the first question to ask isn't about the emails at all - it's about who's entering the flow

• How to use your actual repurchase data to set win back timing (instead of guessing)

• Why firing your win back too late means you're showing up to a conversation that already ended

• The re-entry setting most brands never check - and why it matters more than you think

• Why leading with a discount is often the laziest and least effective way to bring someone back

• Real brand examples of win back flows that lead with relevance, voice, and something actually worth coming back for

• A five-part audit framework to run on your own win back flow

The best win back flows don't feel like a win back flow. They feel like a well-timed, thoughtful message from a brand that noticed you'd been away - and actually has something worth showing you.

Work with Joy Joya: https://joyjoya.com