Winback Flow and Managing Skip Reasons
Keeping wine club members actively engaged is crucial for building lifetime value, reducing churn, and maximising recurring revenue. Yet even your best customers may occasionally skip a shipment. That’s where Winback Flow comes in. Winback Flow is Winehub’s automated re-engagement system designed to help you turn skipped shipments into new opportunities. Whether a customer skipped for financial reasons, travel plans, or product preferences, Winback Flow lets you respond with targeted incentives - rewarding loyalty, reactivating interest, and ultimately boosting retention.
1. Enable Winback Flow
To activate the Winback Flow, go to Settings → General Settings → Winback Flow and select “Enable Winback Flow”.
This enables:
Discount incentives for skipped shipments
Management of skip reasons
Inclusion/exclusion logic for the Winback campaign
2. Access Winback Tools
Select Winback Skipped Shipments from the Administration panel. This view displays:
A list of all skipped shipments
Options to create a Winback Flow
The skip reasons submitted by customers
3. Manage Skip Reasons
Click on “Manage Skip Reasons” to open a popup where you can:
Add custom reasons
Edit or delete existing options
Use this data to segment and personalise your re-engagement
4. Create a Winback Flow
From within the Winback Skipped Shipments section, click “Create Winback Flow”. This allows you to:
Include or exclude customers from the flow
Send reward discount emails in bulk
You can only send flows to customers with a Skipped Reason that is set to 'For Customer Use' (ie. not Admin Only)
5. Filter Customers to Target
Use the “Filter Customers to Target” accordion to apply filters (e.g. skip reason, membership status) and generate a list of relevant customers.
6. Manage Active Winback Customers
Under “Customers with Winback Flow”, you can:
View and manage all customers currently enrolled in a Winback campaign
Exclude individuals if needed
Send bulk reward emails
7. Upcoming Shipments View (Customer Level)
Go to Customers → Upcoming Shipments to view individual upcoming orders. From here you can:
See if a shipment is eligible for Winback
View skipped reasons
Manually trigger a reward email
8. Shipment Settings View
From the Upcoming Shipments tab, click the Settings button next to any shipment to:
Confirm Winback eligibility
Review skip details
Send re-engagement offers directly
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