Win-back WhatsApp templates for inactive customers

A win-back message asks a customer who has already bought to come back and order again. On TextYess, automated win-back messages are followed by an order within 48 hours from 1.06% of delivered messages at the median brand. Brands whose messages name the customer’s last product see 1.17%, against 0.60% for brands that send a fixed, generic text.

What works, from the messages brands send on TextYess

• Name the last product and how often they’ve ordered. AI-written win-backs that mention the last product and the number of orders bring an order from 1.17% of delivered messages at the median brand, against 0.60% for fixed, generic texts.

• A code helps. Brands whose win-back includes a discount code see 1.19% at the median, brands without one 0.77%.

• The best single message is a thank-you, not a “we miss you”. A fashion brand writes 14 days after the order, hopes the customer is enjoying the products, offers 15% for 7 days and offers help. It brings an order from 8.9% of 7,317 delivered messages, read by 91%. It is the TextYess preset almost word for word.

• Timing matters less than you’d think. Automated win-backs on TextYess go out a median of 24 days after the order. Messages sent 7 to 21 days after did slightly better (1.17%), but there is no clear winner.

Templates

1. Thank-you with a code

Use it as your default, about two weeks after an order. It follows the fashion brand’s message: a thank-you, a code with a real end date, and an offer of help.

• Header: none

• Buttons: URL “Get my discount”, Copy code (copies {{discount_code}})

• Example values: {{first_name}} = Sophie, {{brand}} = Casa Lino, {{discount}} = 15%, {{discount_code}} = THANKS15, {{deadline}} = Sunday 15 November

2. Name the product and the order count, no discount

Use it for customers who order regularly. A pet food brand sends an AI-written version that names the product, when it was ordered and how many orders the customer has placed: an order from 3.5% of 1,986 delivered messages.

• Header: none

• Buttons: URL “Order again”

• Example values: {{first_name}} = Sophie, {{product_name}} = Grain-free dog food 12 kg, {{order_count}} = 9

3. A check-in on the routine

For products that work when used every day, such as supplements or skincare. A food supplement brand asks whether the customer has started to feel the difference, then offers 10% to reorder: an order from 6.5% of 981 delivered messages.

• Header: none

• Buttons: URL “Reorder here”, Copy code (copies {{discount_code}})

• Example values: {{first_name}} = Sophie, {{product_name}} = Daily Magnesium, {{discount}} = 10%, {{discount_code}} = BACK10

4. Priority access for loyal customers who’ve gone quiet

Use it for good customers who haven’t ordered in about two months. A beauty brand sent it to its best customers after 50+ days without an order, framed as priority access: an order from 2.65% of 1,625 delivered messages. A classic “we miss you, here’s 5% off” campaign from a home décor brand got 0.12%.

• Header: none

• Buttons: URL “Take a look”

• Example values: {{first_name}} = Sophie, {{brand}} = Casa Lino, {{discount}} = 30%, {{deadline}} = Friday midnight

When to send it

For automated win-backs, send one message 2 to 3 weeks after the order: brands on TextYess send a median of 24 days after, and 7 to 21 days did slightly better. If you also target customers who have been inactive for about two months, send a priority-access campaign to your best ones rather than a generic “we miss you”. With TextYess the automated version goes out from your Shopify order data and can name each customer’s last product.

Meta category

Marketing. A message that invites a customer to buy again is promotional, with or without a discount. See Meta’s template categorisation.

Avoid rejection

• Don’t start or end the body with a variable. Each template here ends on fixed words, such as “your next order 🌿” in template 3.

• Keep enough fixed words around the variables. Template 2 has three variables, so it keeps full sentences around each one.

• Give a sample value for every variable, and number or name them consistently. Mismatched braces and missing samples are common rejection reasons.

• A template can have only one copy-code button. Button labels can be up to 25 characters.

• If the code really expires, Meta’s limited-time offer template adds a countdown. See Meta’s template review rules.

FAQ

Related templates

Replenishment reminder, Birthday message and VIP early access.

See all 20 WhatsApp message templates for ecommerce.