outreach

Customer Win Back Sequencer

For churned accounts, research what has changed since they left — new funding, team growth, competitor dissatisfaction, product updates that address their pain — then assess re-engagement potential and generate a personalized win-back email sequence with timing recommendations. Chains web research and LinkedIn monitoring with email sequence generation.

by Athina AI

Run in Gooseworks View skill in Github

Install

Terminal

npx gooseworks install --all

# then, in Claude Code, Cursor, or Codex:
/gooseworks use the customer-win-back-sequencer skill

About This Skill

Customer Win-Back Sequencer

Not every churned customer is gone forever. This skill identifies which ones to pursue, finds the right re-engagement angle, and generates a personalized win-back sequence. Timing and relevance are everything — no generic "we miss you" emails.

Built for: Startups that have churned customers sitting in a spreadsheet with no plan to re-engage them. The best win-back campaigns are triggered by change — this skill monitors for those changes and strikes when the timing is right.

When to Use

"Which churned customers should we try to win back?"
"Build a win-back campaign for [customer]"
"Research our churned accounts for re-engagement opportunities"
"Generate win-back emails for customers who left because of [reason]"
"Run the win-back scan on our churn list"

Phase 0: Intake

Churned Account Data

Churn list — CSV/sheet with: company name, domain, contact email, contact LinkedIn URL (if available), churn date, MRR at churn, churn reason (if known)
Time since churn filter — Min/max months since churn to consider (default: 3-18 months. Too recent = too soon. Too old = too stale.)
Minimum value — Only pursue accounts above $X MRR? (Focus effort on worthwhile wins)

Product Context

Major product updates since churn — What's new? (Features, pricing changes, integrations, performance improvements)
Churn reasons addressed — Which past churn reasons have you actually fixed?
Current offer — Any win-back incentive? (Discount, extended trial, concierge onboarding, free migration)

Sequence Preferences

Sender — Who should the emails come from? (Founder, CSM, account exec)
Channel — Email only, or email + LinkedIn?
Sequence length — How many touches? (Default: 3-4 over 3-4 weeks)

Phase 1: Churned Account Research

For each account in the churn list, research what's changed:

1A: Company Changes

Search: "[company name]" funding OR raised OR "series" OR acquisition 2025 2026
Search: "[company name]" hiring OR "we're hiring" OR "growing team"
Search: "[company name]" launch OR "new product" OR expansion OR pivot

Extract:

Funding: New round raised? (More budget available)
Growth: Headcount increasing? New hires in relevant roles?
Product changes: Launched something new that would benefit from your product?
Market moves: Entered a new market, new partnerships?

1B: Contact Changes

Search: "[contact name]" "[company name]" OR linkedin.com
Search: "[company name]" "[relevant title]" new OR hired OR promoted

Determine:

Same contact still there? If yes, continuity helps. If no, find the new person.
Contact promoted? More authority = bigger potential deal.
New decision-maker? Fresh eyes, no baggage from the old experience.

1C: Competitor Dissatisfaction Signals

If you know which competitor they switched to:

Search: "[competitor name]" complaints OR issues OR "looking for alternative"
Search: "[competitor name]" site:g2.com negative reviews
Search: "[company name]" "[competitor name]" OR "switched from"

Look for:

Public complaints about the competitor they switched to
Reviews mentioning problems that your product solves
Signs of "buyer's remorse" in the market

1D: Product-Churn Fit Analysis

Match what's changed in your product against their churn reason:

Churn Reason	Product Update	Win-Back Angle
"Too expensive"	New pricing tier / startup discount	Price-based re-engagement
"Missing [feature]"	[Feature] shipped	Feature announcement
"Too complex"	Simplified onboarding / UX overhaul	"We listened" narrative
"Switched to [competitor]"	Competitive advantage developed	Competitive displacement
"Didn't see ROI"	New ROI dashboard / case studies	Proof-based approach
"Champion left"	N/A — find new champion	Fresh start narrative
"Company downsized"	Company now growing again (from research)	Timing-based re-engagement

Phase 2: Win-Back Scoring

Score each churned account's re-engagement potential:

Win-Back Score = (Change Signal × Churn Reason Addressability × Account Value) / Time Decay
 
Change Signal (1-5):
  5 = Multiple strong signals (funding + growth + competitor issues)
  4 = One strong signal (funding or significant growth)
  3 = Moderate signal (hiring, product launch)
  2 = Minor signal (still operating, no major changes)
  1 = No detectable change
 
Churn Reason Addressability (1-3):
  3 = You've directly fixed the reason they left
  2 = Partially addressed or different angle available
  1 = Same issues exist / unknown churn reason
 
Account Value (multiplier):
  2.0x = Was top 20% by MRR
  1.5x = Mid-tier MRR
  1.0x = Lower MRR
 
Time Decay (divisor):
  1.0 = Churned 3-6 months ago (sweet spot)
  1.2 = Churned 6-12 months ago
  1.5 = Churned 12-18 months ago
  2.0 = Churned 18+ months ago

Priority Tiers

Tier	Score	Action
High Priority	8+	Full personalized sequence + founder outreach
Medium Priority	4-7	Personalized sequence
Low Priority	1-3	Batch campaign or skip

Phase 3: Sequence Generation

Win-Back Sequence — High Priority (4 emails over 4 weeks)

Email 1: The Relevant Update (Day 0)

Subject options:
A: "[First name], [specific thing] changed since we last spoke"
B: "We fixed the thing that made you leave"
C: "[Company] + [Your Product] — worth another look?"
 
---
 
Hi [First name],
 
[1 sentence acknowledging they left — no guilt, no desperation]
 
Since then, we've [specific improvement that addresses their churn reason]:
 
- [Change 1 — most relevant to their pain]
- [Change 2]
- [Change 3]
 
[If you have a relevant customer proof point]:
"[Company in their space] switched back and saw [result]."
 
Would it be worth a 15-minute look at what's different?
 
[Soft CTA — no pressure]
 
[Signature]

Email 2: The Proof Point (Day 7)

Subject: "How [similar company] is using [product] now"
 
Hi [First name],
 
Quick follow-up — wanted to share something relevant.
 
[Case study or proof point from a company similar to theirs]:
- [What they achieved]
- [Metric that matters]
 
[1 sentence connecting this to their specific situation]
 
[CTA — slightly stronger: "Want me to show you the new [feature] in 10 minutes?"]
 
[Signature]

Email 3: The Offer (Day 14)

Subject: "[Specific offer — e.g., 'Free migration + 30 days on us']"
 
Hi [First name],
 
I know switching tools is a pain — that's usually what keeps people from
coming back even when the product has improved.
 
So we're making it easy:
- [Offer detail 1 — e.g., "We'll handle the full migration"]
- [Offer detail 2 — e.g., "30 days free to test everything"]
- [Offer detail 3 — e.g., "Dedicated onboarding session"]
 
[If applicable: "This offer is available through [date]"]
 
Worth a conversation?
 
[Signature]

Email 4: The Breakup (Day 28)

Subject: "Closing the loop"
 
Hi [First name],
 
Totally understand if the timing isn't right — just wanted to
make sure this didn't slip through the cracks.
 
Quick summary of what's new:
→ [Key improvement 1]
→ [Key improvement 2]
→ [Standing offer, if applicable]
 
If anything changes on your end, my inbox is always open.
 
[Signature]
 
P.S. [Genuinely helpful resource — e.g., "We just published [relevant content].
Worth a read regardless of which tool you're using."]

Win-Back Sequence — Medium Priority (3 emails over 3 weeks)

Shorter, less personalized but still relevant:

Email 1: Product update announcement + relevance to their use case Email 2: Customer proof point + specific offer Email 3: Soft breakup with resource share

Win-Back Sequence — Competitor-Specific

If they switched to a known competitor:

Email 1: "How [product] compares to [competitor] today" — honest, non-aggressive comparison focused on what changed Email 2: Customer story of someone who switched back from that specific competitor Email 3: Offer + easy migration path

Phase 4: Output Format

# Win-Back Opportunity Report — [DATE]
Churned accounts analyzed: [N]
Time window: [Churned between X and Y months ago]
 
---
 
## Summary
 
| Priority | Accounts | Total MRR Opportunity |
|----------|----------|----------------------|
| High Priority | [N] | $[X]/mo |
| Medium Priority | [N] | $[X]/mo |
| Low Priority / Skip | [N] | $[X]/mo |
 
**Total recoverable MRR:** $[X]/mo (estimated, assuming [Y%] win-back rate)
 
---
 
## High Priority Accounts
 
### [Company 1] — Churned: [date] | Former MRR: $[X]
**Churn reason:** [Reason]
**What's changed (them):** [Research findings]
**What's changed (us):** [Product updates that address their pain]
**Win-back angle:** [The core pitch]
**Contact:** [Name, title, email]
**Sequence:** [Attached — 4 emails, personalized]
 
### [Company 2] — ...
 
---
 
## Medium Priority Accounts
 
| Account | Churned | MRR | Churn Reason | Win-Back Angle | Score |
|---------|---------|-----|-------------|---------------|-------|
| [Name] | [Date] | $[X] | [Reason] | [Angle] | [N] |
 
---
 
## Email Sequences
 
### [Company 1] — Full Personalized Sequence
[Email 1: Subject + body]
[Email 2: Subject + body]
[Email 3: Subject + body]
[Email 4: Subject + body]
 
### [Company 2] — ...
 
---
 
## Accounts to Skip (and Why)
 
| Account | Reason to Skip |
|---------|---------------|
| [Name] | [Still in same situation / company shut down / too recent] |
 
---
 
## Win-Back Campaign Setup
 
If using Smartlead:
- Campaign name: "Win-Back — [Month] [Year]"
- Sequences: [Use generated sequences above]
- Timing: [Recommended send schedule]
- Sender: [Recommended — founder for high priority, CSM for medium]

Save to clients/<client-name>/customer-success/win-back/win-back-report-[YYYY-MM-DD].md.

Cost

Component	Cost
Web research per churned account	Free
LinkedIn research (optional)	~$0.25-0.50 per account
Sequence generation	Free (LLM reasoning)
Total	Free — $5 (for ~10 accounts with LinkedIn research)

Tools Required

web_search — for company and competitor research
fetch_webpage — for career pages, news, competitor reviews
Optional: linkedin-profile-post-scraper for contact monitoring
Optional: review-site-scraper for competitor dissatisfaction signals
Optional: cold-email-outreach for campaign creation

Trigger Phrases

"Which churned customers should we win back?"
"Build a win-back sequence for [customer]"
"Research our churn list for re-engagement"
"Run the win-back scan"
"Generate win-back emails for churned accounts"

What's included

"Which churned customers should we try to win back?"

"Build a win-back campaign for [customer]"

"Research our churned accounts for re-engagement opportunities"

"Generate win-back emails for customers who left because of [reason]"

"Run the win-back scan on our churn list"

Render VO Anchored Motion Listicle

Assemble an expert/educator motion-graphic LISTICLE video ad from a config — a spoken authoritative voiceover carries a numbered listicle while N web-animated hyperframe beats (HTML plus the Web Animations API, one branded design system of alternating tiles, big hero numerals, and glass-pill callouts) are rendered frame-by-frame via Playwright and anchored to the VO's word-level timestamps, periodic color-graded B-roll windows give visual breath, and captions burn ONLY inside those B-roll windows (2-word chunks, ASS Format header carrying a Name field so none drop) with the VO mixed under a low music bed. This is the FREE deterministic assembly stage (Playwright beat render plus ffmpeg concat plus window-masked caption burn plus VO-and-music mix plus final composite) — the VO, the music bed, and the stock B-roll come from create-vo-elevenlabs, create-music-elevenlabs, and media-proxy. Use for the vo-anchored-motion-listicle format.

Render Stopmotion Hand Swatch Cycle

Assemble a stop-motion hand-swatch-cycle product-demo ad from a config — a sequence of still PLATES (one hand swiping a single-barrel cosmetic across a cream skin-patch, the barrel + swatch changing per plate while the hand, background, crop, and lighting stay locked) is PNG→mp4 loop-encoded at each plate's own stop-motion hold (fast motion frames 150–250ms, per-shade ~380ms, hero beats 1100–1800ms), concat-demuxed with HARD cuts into a silent master, closed on a Playwright HTML-rendered branded end card (serif tagline + sans subtitle + real logo SVG over a hero BG, never AI-rendered text), and muxed with a pre-sourced music track playing under the end card with a fade tail (no VO). This is the FREE deterministic assembly stage (loop-encode + concat-demux + end-card render + music mux); the master-anchor plate, shade plates, and end-card BG come from create-image-gpt-image-fal and the track from create-music-elevenlabs. Use for the stopmotion-hand-swatch-cycle format.

Render Split Screen Creator

Assemble a split-screen creator ad from a config — a two-zone vertical composite where a supplied AI-creator lip-sync take fills the BOTTOM ~48% while real 16:9 product/demo clips run uncropped in the TOP ~52%, each top clip contain-fit with a darkened blurred cover-scale fill of the same clip (never black bars), a 3px brand-color divider between the zones, the creator slice cover-fit per the per-scene VO timing, scenes hard-concatenated with the body audio being the concatenated creator VO slices, an end card held on the last sharp frame ~3s, then the ASSEMBLED cut transcribed with local Whisper (not the raw VO — concat drops inter-scene silence) and word-level captions burned in the chosen style. This is the FREE deterministic assembly + caption stage (two-zone composite + blurred fill + divider + hard-concat + end card + captions); the VO comes from create-vo-elevenlabs, the anchor from create-image-gpt-image-fal, and the whole-VO lip-sync from a paid VEED Fabric 1.0 take (a no-atom upstream input). Use for the split-screen-creator format.