Winback · Revenue play
Revive 30%+ of dormant customers with AI winback calls.
Your 90-day dormant list isn't dead — it's tuned-out. Depra ranks it by LTV and margin, calls the top decile on voice with a calibrated offer, and closes on the conversation.
30%+
Reactivation on 90-day dormant
High-value lapsed customers called back on voice with a calibrated offer.
5–8%
Industry baseline (email blasts)
Open rates decay fast on lapsed lists; clicks and conversions decay faster.
4.2×
Return on winback spend
Measured against a holdout. Dormant customers have cheaper unit economics than net-new.
How it works
Rank the list. Call the top. Close the loop.
1
Identify who's worth calling
Depra scores your lapsed list on LTV, last-order margin, category, and time-since-last-order. The top deciles get voice. Everyone else gets WhatsApp. The long tail gets email — cheap, not pushy.
2
Voice call with the right offer
The agent references the last order by name ("the linen shirt in olive"), asks how it's held up, and offers a tailored incentive — a discount, a bundle, a new drop. The offer is picked live from your incentive catalog, capped on margin.
3
Close on the call, or hand off to WhatsApp
If they're ready, the agent sends a checkout link on WhatsApp mid-call. If they need to think, the agent schedules a WhatsApp follow-up for the right time — morning for coffee buyers, evening for fashion.
4
Learn from every call
Every refusal teaches the agent: wrong offer, wrong product, wrong time. The next pass on the same customer uses what it learned. Reactivation rates climb across cohorts, not just the first wave.
Why a phone call beats another email blast.
Voice cuts through the silence
Lapsed customers have filtered out your email and muted your SMS. A real voice call — short, respectful, and referencing their actual history — lands when nothing else does.
Margin-aware offer picking
Blanket 20% off destroys the math on reactivation. Depra chooses the smallest incentive likely to close this specific customer, based on what the catalog and margin model will support.
It's the same agent that knew them before
If they bought, got support, or abandoned on Depra, the winback agent has the full thread. No cold re-introduction, no "Hi, we noticed you haven't bought in a while" template.
FAQ
Questions D2C teams ask.
How long dormant does a customer need to be before winback kicks in?+
You set the threshold per category. Consumables (coffee, supplements, skincare) hit dormant at ~1.5× typical repurchase cycle — often 60–90 days. Fashion and home tend to be 120–180. Depra models the cycle per SKU cluster, so you're not calling someone who's still within their normal window.
Do dormant customers actually pick up AI voice calls?+
Pickup on the first attempt averages 38% for 90-day dormant in our data. Among those who pick up, conversion to a reactivation sits between 28% and 42% depending on offer strength and category. That's why the top-decile voice play returns 4×+ on spend.
How do you prevent over-discounting or margin erosion?+
Margin caps are set per SKU cluster. The agent picks the smallest incentive projected to close the conversation, with free shipping and bundle-upgrades tried before percentage discounts. You see the projected margin impact before each campaign and can tighten the cap any time.
Can this run on a Klaviyo or Shopify segment?+
Yes — point Depra at any saved segment in Klaviyo or Shopify. Depra ranks the segment on LTV and margin, assigns channels (voice / WhatsApp / email) by tier, and reports back attributed revenue per tier. You keep Klaviyo as the source of truth for the list.
What happens to customers who ask to be removed?+
Opt-outs are honored instantly across every channel Depra runs — voice, WhatsApp, email. Depra also writes the opt-out back into Shopify and Klaviyo so your other tools respect it. Consent is per-channel, so a WhatsApp opt-out doesn't kill the email list unless you want it to.
How is this different from a Klaviyo winback flow?+
Klaviyo winback flows are one-way email with a fixed template and offer. Depra is a two-way conversation on the channel where the customer is most reachable, with an offer chosen live. Most teams keep their Klaviyo flow running for the long tail and put Depra on top for the high-LTV deciles where the unit economics justify a voice call.
