Glossary /
Win-back campaign
Written by PEKO Team.Last updated: 21/05/2026.
A win-back campaign is a targeted message — usually with an incentive — sent to customers who have stopped visiting, with the goal of triggering a return visit.
Published: 01/05/2026
The best win-back campaigns are timed to the moment a customer's behaviour breaks their normal pattern, not to a fixed calendar interval. A guest who comes weekly should be re-engaged at day 14 of silence; a monthly guest at day 60.
Effective win-back messaging is short, personal, and offers a small but specific reason to come back — a free side, a complimentary drink, or a tasting of a new menu item. Generic 'we miss you' blasts perform 3–4× worse than personalised offers.
PEKO automates the entire flow: AI detects the churn signal, picks the right channel (Zalo OA in Vietnam, email or SMS elsewhere), drafts the message, and tracks redemption.
Worked example
A regular who came every Friday for 6 weeks misses two Fridays in a row. PEKO sends a Zalo OA message at lunchtime on Friday #3 with a free coffee on the next visit — measured 28% redemption vs 4% on a generic 'we miss you' broadcast.
FAQ
When should I send a win-back campaign?
Trigger from behaviour, not calendar. The right moment is when a customer's silence exceeds their personal normal cadence by 50–100% (e.g. a weekly guest who hasn't been in for 10–14 days).
What incentive works best in a win-back?
Specific and small beats generic and big. A free side or drink on next visit usually outperforms a 20% discount because it's concrete, perishable, and feels like a gift rather than a markdown.
Do win-back campaigns work over Zalo OA in Vietnam?
Yes — Zalo OA is currently the highest-performing channel for win-back in Vietnam, with read rates 4–6× higher than email.
Sources
The definitions and figures on this page reference the sources below:
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