We Miss You — Win-Back Flow

Lapsed-customer reactivation is the hardest send in the lifecycle, so the brief leaned into emotion over discount mechanics. We chose a dark, nostalgic editorial palette in Cormorant Garamond with a warmly lit boutique hero and a slow, personal opener that names the exact gap since the last order. The automation enters contacts who haven't purchased in 180+ days and merges the customer name and inactivity window into the copy.

The conversion device is an inverted-urgency offer table: the discount is largest now and shrinks as the deadline approaches (25% today, 20% by Sunday, 15% after), which reframes hesitation as cost rather than safety. A single promo code and a clear deadline date drive the decision, and conditional logic can suppress the offer entirely for contacts who reactivated between branch steps, so no one is double-incentivized.

The escalating-offer block is a bordered presentation table with row dividers that holds its structure across Outlook and Apple Mail, and the .stack class plus reduced hero type keep the editorial feel intact on mobile. The Unsplash hero is curl-verified with descriptive alt text, the preheader teases the headline offer, and the footer's honest 'you once shopped with us' line supports deliverability by reinforcing the opt-in context.