Winback by Days of Inactivity: 30/60/90 Cascade for a Computer Club
Winback by Days of Inactivity: 30/60/90 Cascade
Section titled “Winback by Days of Inactivity: 30/60/90 Cascade”To return 15–25% of clients who stopped visiting at different times, use a three-step escalating cascade: soft offer at day 30, medium at day 60, strong at day 90. Formula: the longer the client hasn’t visited, the higher the bonus and the shorter the offer duration. The cascade is configured with three rules in the IZI Automations module with last-visit date conditions. Base reactivation methodology — Win Back Dormant Clients playbook; this playbook adds precise three-step cascade mechanics with parameters for each threshold.
Why This Matters to an Owner
Section titled “Why This Matters to an Owner”A single winback offer for all dormant clients is economically suboptimal. A client at day 35 of a gap returns with 25–35% probability at a 15% bonus. They don’t need 35%. A client at day 85 — a fundamentally different situation: they’ve already “disconnected” from the habit, a competitor has likely filled their evenings. They need a strong financial incentive + urgency.
Overpaying for the easy segment is direct losses. Underpaying for the hard segment is a lost client. The cascade solves this through differentiated cost and communication intensity.
Additional effect: the cascade gives an analytical cross-section of “depth of departure.” After the first quarter you’ll know precisely that 28% of clients respond to the 30-day offer, 12% only to the 60-day offer, 4% to the 90-day offer. Data for planning retention budget.
What You Need Before Launch
Section titled “What You Need Before Launch”Three numbers — the cascade baseline.
- Each segment size (30/60/90 days) — campaign potential. Analytics → Clients → filter by last visit date.
- Current win-back rate (if previously launched) — what to compare against. If no history — first launch sets the baseline.
- Share of clients with mobile app — determines push channel effectiveness. Check in IZI club settings.
Methodology: Parameters for Each Step
Section titled “Methodology: Parameters for Each Step”Cascade principle — escalating urgency and generosity:
| Step | Days without visit | Bonus % | Expiration | Communication tone |
|---|---|---|---|---|
| 1 (soft) | 30–59 | 15–20% | 30 days | ”Haven’t seen you in a while” |
| 2 (medium) | 60–89 | 25–30% | 21 days | ”We miss you, here’s an offer” |
| 3 (strong) | 90–180 | 35–40% | 14 days | ”Last chance until {date}“ |
| — | 180+ | Not recommended | — | Archive |
Cost of one reactivation formula:
Reactivation cost = avg_topup × bonus% × (1 − margin)Illustration of three steps (avg top-up = 300, margin 70%):
| Step | Bonus | Reactivation cost | Win-back rate | Cost per 100 clients |
|---|---|---|---|---|
| 30 days | 18% | 300 × 0.18 × 0.30 = 16.2 | 25% | 25 × 16.2 = 405 |
| 60 days | 28% | 300 × 0.28 × 0.30 = 25.2 | 14% | 14 × 25.2 = 353 |
| 90 days | 38% | 300 × 0.38 × 0.30 = 34.2 | 8% | 8 × 34.2 = 274 |
Interesting: despite the higher bonus, total reactivation cost per 100 clients decreases at each step — because win-back rate is lower and you only pay for those who actually returned.
Substitute your numbers.
Setup Steps in IZI
Section titled “Setup Steps in IZI”Step 1. Segment the Base
Section titled “Step 1. Segment the Base”Analytics → Clients → filter by last visit date:
- Segment A: last_visit BETWEEN 30 AND 59 days ago
- Segment B: last_visit BETWEEN 60 AND 89 days ago
- Segment C: last_visit BETWEEN 90 AND 180 days ago
Record each segment size.
Step 2. Create Three Winback Rules in Automations
Section titled “Step 2. Create Three Winback Rules in Automations”Rule “Winback-30”:
- Trigger:
BALANCE_TOPPED_UP - Condition:
last_visit_days_ago BETWEEN 30 AND 59 - Action:
ADD_BONUS18% - Expiration: 30 days
- Limit: 1 firing per client
Rule “Winback-60”:
- Trigger:
BALANCE_TOPPED_UP - Condition:
last_visit_days_ago BETWEEN 60 AND 89 - Action:
ADD_BONUS28% - Expiration: 21 days
- Limit: 1 firing per client
Rule “Winback-90”:
- Trigger:
BALANCE_TOPPED_UP - Condition:
last_visit_days_ago BETWEEN 90 AND 180 - Action:
ADD_BONUS38% - Expiration: 14 days
- Limit: 1 firing per client
Three separate rules — three separate rows in Rule breakdown. Important: rule order in Automations — winback rules must be above the base tier, otherwise on overlap the tier fires instead of winback.
Step 3. Configure Push Triggers at Each Threshold
Section titled “Step 3. Configure Push Triggers at Each Threshold”Via IZI notification system, configure automatic pushes for clients reaching each threshold:
Push at day 30:
“{club_name}: haven’t seen you in a while! On your next top-up — +{bonus_pct}% bonus until {expiry_date}.”
Push at day 60:
“{club_name}: we miss you! Special offer just for you: +{bonus_pct}% on top-up. Only until {expiry_date}.”
Push at day 90:
“{club_name}: last chance to return with a bonus of +{bonus_pct}%! Offer expires {expiry_date}.”
A specific expiry date in every text — mandatory. Without it, urgency isn’t created.
Step 4. Add a Channel for Clients Without the App
Section titled “Step 4. Add a Channel for Clients Without the App”If part of the segment doesn’t have the IZI mobile app — SMS or email with the same text (no emoji). For the 90-day segment, SMS is especially important: if the client hasn’t opened the app in 3 months — push won’t reach them.
Step 5. Configure Post-Return Deactivation
Section titled “Step 5. Configure Post-Return Deactivation”After the client’s first visit, the winback rule should stop applying. In IZI: the last_visit_days_ago BETWEEN condition stops firing after a visit — the client automatically exits the winback segment. Verify this works correctly via a test check in Rule breakdown.
Step 6. Measure Win-Back Rate After 45 Days
Section titled “Step 6. Measure Win-Back Rate After 45 Days”For each segment: clients who visited after receiving the offer ÷ segment size at campaign launch. Rule breakdown → three rules: operation count = number of reactivated top-ups.
Admin Scripts
Section titled “Admin Scripts”Winback flows primarily through push/SMS, but when a client visits in person — reinforce the moment.
1. 30-day segment client returns on their own (without offer)
Section titled “1. 30-day segment client returns on their own (without offer)”“Great to see you! We actually have a special offer for people who’ve been away — +{bonus_pct}% on top-up, until {expiry_date}. Let me apply it now.”
Proactive offer without waiting for the client to ask.
2. Client received a push and came in (60-day segment)
Section titled “2. Client received a push and came in (60-day segment)”“Good to have you back. Your {bonus_pct}% bonus is active — top up {min_amount} and you’ll get {bonus_amount} on top. Offer valid until {expiry_date}.”
Confirmation in person. Builds trust — the promise is delivered.
3. 90-day segment client is hesitating
Section titled “3. 90-day segment client is hesitating”“The offer is genuinely strong — {bonus_pct}% is {bonus_amount} on a {amount} top-up. That’s enough for {time} extra hours. And it expires {expiry_date} — then back to standard terms.”
Concrete numbers + date. No pressure, but give all the maths.
4. Client says “I’ll think about it”
Section titled “4. Client says “I’ll think about it””“No problem. Just a reminder — offer expires {expiry_date}, then back to standard. Takes five seconds.”
Light deadline reminder, no pressure.
5. Client came back but says “the club has changed”
Section titled “5. Client came back but says “the club has changed””“What changed specifically? Or what didn’t work for you? Tell me — we read everything and address each case.”
Don’t defend or persuade. Listen. Feedback is more valuable than any winback offer.
How to Measure Uplift
Section titled “How to Measure Uplift”Metric 1 — win-back rate by step:
Win-back rate = visits from segment within 45 days ÷ segment size × 100%Target values:
- Segment 30–59 days: 20–30%
- Segment 60–89 days: 12–18%
- Segment 90–180 days: 6–10%
Metric 2 — secondary retention (key quality metric): Of returnees — how many came back again within 30 days. Target: ≥ 40% of reactivated. If < 25% — clients return “for the bonus” but don’t become regulars.
Metric 3 — ARPU of reactivated vs new clients: Reactivated clients usually spend 20–40% more than new ones — they know the club. If this isn’t the case — reactivation is reaching the “weak” segment.
Rule breakdown in IZI: three rows “Winback-30”, “Winback-60”, “Winback-90” — separate financial picture for each step. Match against segment size: if Winback-30 fired 3 times for a 50-client segment — push isn’t getting through.
Unit Economics of the Cascade
Section titled “Unit Economics of the Cascade”ROI per 100 clients in segment
Section titled “ROI per 100 clients in segment”For each step:
ROI = win_back_rate × LTV_3m ÷ cost_per_reactivation − 1Where LTV_3m = avg_topup × visits_per_month × 3 × margin
Illustration (top-up = 300, 2 visits/month, margin 70%): LTV_3m = 300 × 2 × 3 × 0.70 = 1,260
| Step | Cost | Win-back | ROI |
|---|---|---|---|
| 30 days (18%) | 16.2 | 25% | 0.25 × 1,260 ÷ 16.2 − 1 = 18.5× |
| 60 days (28%) | 25.2 | 14% | 0.14 × 1,260 ÷ 25.2 − 1 = 6.0× |
| 90 days (38%) | 34.2 | 8% | 0.08 × 1,260 ÷ 34.2 − 1 = 1.9× |
All three steps are ROI-positive — the 90-day segment is least profitable but still positive ROI.
Illustrative calculation — substitute your numbers.
When This Method Doesn’t Work
Section titled “When This Method Doesn’t Work”1. No push channel among most of the base
Section titled “1. No push channel among most of the base”The cascade requires automatic initiation at each threshold. Without push (and without SMS/email) reactivation only works passively — when the client visits on their own. This reduces win-back rate 3–5×.
2. Client left because of a specific negative experience
Section titled “2. Client left because of a specific negative experience”Broken equipment, staff conflict, technical failure — a bonus doesn’t close an emotional barrier. First resolve the situation (personally apologise, replace equipment), then send the winback offer.
3. Frequent winback campaigns on the same client
Section titled “3. Frequent winback campaigns on the same client”If the client knows they’ll get an elevated bonus after a month — they’ll plan “leave, come back with bonus.” Limit 1 firing per client and ≥ 90-day interval between campaigns on the same segment.
4. 180+ day segment with no club updates
Section titled “4. 180+ day segment with no club updates”Negative ROI. If the club hasn’t changed — the client won’t return just for a bonus after 6 months. Archive this segment and focus on 30–90 days.
5. Club with fundamentally low margins
Section titled “5. Club with fundamentally low margins”If margin < 40%, the 90-day winback cost (38% × 0.60 = 22.8% of top-up) may exceed incremental margin from the returned client. Calculate unit economics before launching with low-margin rates.
Parameters depend on your AOV, currency and audience. Formulas are frameworks — substitute your numbers before launching.
Related: How to Win Back Dormant Clients · How to Increase Visit Frequency · How to Retain New Clients · How to Raise AOV Through Top-Up Bonuses · How to Launch a Loyalty Programme from Scratch
Frequently asked questions
Why three steps, not one campaign for all dormant clients?
A client 35 days into a gap is fundamentally different from one at 85 days. The first needs a light reminder; the second needs a strong incentive. A single offer either overpays for the easy segment or underperforms for the hard one.
What to do with 180+ day clients?
Winback ROI for 180+ is usually negative: too high a bonus at low conversion. Exception: the club made a significant upgrade (new equipment, renovation, rebrand) — then a one-off 'news' campaign is justified. In normal times — archive this segment.
How often can you run a winback campaign on one client?
No more than once per quarter per same segment. If the client returned after the 30-day offer but left again — they enter the 30-day segment again in a month. But if they went through the full 30→60→90 cascade without returning — don't send again for at least 6 months.
Should the cascade stop if the client returns?
Mandatory. After the first visit, the winback rule must deactivate — otherwise the client will continuously receive elevated bonuses just by topping up. In Automations: limit 1 firing per client + check last_visit on next trigger.
How do you phrase the offer without the word 'discount'?
Frame it as 'special return bonus,' not a 'discount.' 'Top up today and get +{bonus}% as a bonus — that's {bonus_amount} on your account' — this is a gift, not a price reduction. Psychologically the difference is significant.
What counts as 'win-back': first visit or sustained return?
Strict win-back rate is counted by the first visit after the offer. The more valuable metric is secondary retention: how many returnees came back again within 30 days. A client who came once on the strength of the bonus but didn't return is a 'zombie,' not real reactivation.
Is winback needed if the club doesn't have the mobile app among clients?
Winback via Automations works without the app: the rule fires when the client tops up on their own. But without push triggers, initiating the return falls entirely on the admin at personal contact or via SMS. Effectiveness drops 40–60%.
Can winback and the regular tier run simultaneously?
Yes. The winback rule takes priority over the regular tier: if a client hasn't visited in 60 days, on topping up they get the winback 30% bonus rather than the regular tier 1 (5%). In IZI this is solved by rule ordering: winback rules are placed above the base tier.
How do you measure each cascade step's contribution?
Rule breakdown in Automations: three separate rules ('Winback 30', 'Winback 60', 'Winback 90') — three separate rows. See how many operations and what sums went through each step. Compare to the corresponding segment size.
What to do if win-back rate < 5% across all steps?
Three diagnostic causes: (1) push isn't being delivered — check app install rate across the base; (2) bonus is too small for your segment — increase the percentage; (3) the club has changed significantly or relocated — a 'news' campaign is needed rather than just a bonus.