Start with Persona Analytics
Before building any win-back flow, open your Persona Analytics dashboard and look at repeat rate and LTV by persona. This tells you two things:
Which personas are naturally low-frequency Some personas spend a lot but don't reorder often — that's just their buying pattern. A long gap between orders for these customers isn't a churn signal, it's normal. Aggressively win-backing them wastes spend.
Which personas are churning faster than expected If a persona with a typically high repeat rate is showing lower-than-expected order counts, that's worth acting on. Your product, messaging, or post-purchase experience may not be serving that group as well as others.
Use this to set a realistic lapsed window per persona — not one blanket definition for your whole customer base.
Persona Analytics is available on Pro and Enterprise plans.
Two at-risk profiles to focus on
Lapsed high-LTV customers High-value customers who haven't ordered beyond their persona's typical window. A Health-Conscious Professional with a 60% repeat rate who hasn't ordered in 12 months is a very different situation from a persona that naturally buys once a year.
High-LTV, low-frequency customers Big spenders with only one or two orders who haven't developed a repeat habit. These customers have shown they'll spend when they engage — a well-timed nudge can convert a one-time buyer into a loyal one.
How OuterSignal and Klaviyo work together
OuterSignal identifies who is worth retaining — high-LTV customers, persona tags, repeat rate data. Klaviyo handles the time-based logic — triggering win-back flows when someone hasn't purchased in X days. The two work together:
OuterSignal streams persona tags into Klaviyo via your stream Playbook
Klaviyo uses those tags + time-based triggers to enroll lapsed customers into persona-specific win-back flows automatically
Setting it up
Review Persona Analytics — identify which personas have the highest repeat rates and set a lapsed window for each based on their typical purchase cycle
Confirm your Klaviyo stream Playbook is running — persona tags need to be flowing into Klaviyo for the rest to work
Build persona-specific win-back flows in Klaviyo — trigger each flow when a customer with that persona tag hasn't purchased within their lapsed window
Layer in LTV tiers — use Klaviyo's conditional splits to escalate your highest-LTV customers to personal outreach and a free gift, and automate the rest
For the highest-value lapsed customers, set up a Slack alert Playbook in OuterSignal so your team gets a notification and can reach out personally rather than relying on an automated flow.