Magician × BAB
Renewal / Win-back Email
Reactivate lapsed subscribers with a specific reason to return.
What this template is for
A lapsed subscriber already knows what you do — they need to hear what CHANGED since they left. This brief pairs Magician (transformational, before-after-focused) with BAB structure to make the case for a second look.
When to use it
- ▸Win-back campaigns 30–90 days post-churn
- ▸Whenever you've shipped a meaningful new feature or lowered a price
- ▸Any recurring product where re-activation is more valuable than acquisition
Why this pairing works
Magician earns permission to say 'something has shifted' without sounding cheap. BAB structure forces the email to be about the reader's Before (why they left) and After (what's different now) — the only frame that converts a churned user.
The Brief (pre-filled)
- Product type
- subscription product the user previously paid for and let lapse
- Audience
- former subscribers who churned in the last 90 days
- Offer stage
- Renewal / win-back
- Emotional tone
- Urgent and decisive
- Archetype
- Magician
- Framework
- BAB
- Extra context
- Mention the new feature shipped since they left. 30-day reactivation discount.
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