Standard win-back triggers: 60 days lapsed (D2C), 90 days lapsed (lower-frequency categories), or any sub-50% reorder threshold within a customer's expected cycle.
Email win-back flows recover 1–3% of lapsed customers on average. Voice win-back recovers 18–25%. Because the call breaks the email-fatigue pattern.
The best win-back doesn't lead with a discount. Lead with a question ("anything that stopped you reordering?") and offer the smallest necessary incentive.