The Peach Truck: Customer Winback

The Goal YTD - Reactivating Emails who are not opening Klaviyo Emails

Win back lapsed customers: people who have bought from The Peach Truck before but have gone quiet and stopped engaging by email. We reach them with a personal note rather than a promotional blast, lead with something genuinely useful instead of a discount, and make coming back effortless. The program runs in batches and is built to be repeatable, so it keeps recovering customers and cleaning the email list at the same time.

How we qualified each segment

Every batch is built the same disciplined way:

• Repeat tour buyers. Start with customers who have two or more lifetime tour purchases, the proven, highest-intent buyers.
• Genuinely lapsed. Keep only those who have gone quiet: no email opens and no orders in the prior 60 days.
• Email-only. Exclude anyone already subscribed to SMS, so this outreach never overlaps with the text program.
• Warm, not deep-lapsed. Focus on customers whose most recent purchase is recent (2024 to 2026), setting the deep-lapsed aside for separate future waves.
• Verified and cleaned. Run every remaining address through email verification, then record the results directly in Klaviyo, suppressing confirmed-dead addresses so outreach only reaches real, deliverable inboxes.

Batch 1: Results so far

The first wave is complete and the numbers are in. Of 18,296 customers emailed, 3,835 came back and placed an order. That is a 21% reactivation rate, totaling $332,375 in attributed revenue this season alone, matched from the customers who received our outreach to their Shopify purchases and cross-checked against Shopify.

Batch 2: Built and now live

The current wave applies the same method to a fresh group of lapsed customers.

Building and cleaning the list. The qualified warm batch 1 came to about 18,614 NEW un-contacted previous buyers. We ran all of them through email verification (MillionVerifier): 13,865 verified as deliverable plus 1,340 catch-all, 2,816 unknown, and 593 invalid (confirmed dead). We recorded every result directly in The Peach Truck's Klaviyo account, so the cleanup is visible and permanent there:

• Every verified profile was stamped with a WD Email Verified Last Date property (set on all 18,614).
• The 3,409 addresses that failed (593 invalid plus 2,816 unknown) were tagged with a WD_Verified property reading "Failed email (invalid/unknown)."
• The 593 confirmed-invalid addresses were suppressed in Klaviyo, removing them from all marketing. The 2,816 unknowns were flagged but kept, since they were not confirmed dead.

Clearing confirmed-dead addresses also protects The Peach Truck's sender reputation and lifts the open and click rates Klaviyo uses to decide inbox placement. After verification and the SMS exclusion, the final send-ready list came to 10,320 customers.

How it runs. Each customer receives an Emma email from The Peach Truck inviting them to get a free Summer Peach Recipe Collection: a branded booklet of 17 fresh-peach recipes sourced from The Peach Truck's website recipe collection. One click in the personal email fires a webhook and re-subscribes them to Klaviyo / instantly delivers the recipe collection. We are actively sending 2,400 emails a day from 20 dedicated, warmed inboxes, leading with the warmest and highest-value customers first, and every step is tracked for reactivation and revenue. There's a follow-up with a link to the tour page on the site with a P.S. about the recipes. If they write back, the second email stops firing.

What to expect next

• The current batch is worked through over the coming days, warmest and highest-value customers first.
• Reactivations and the revenue they drive are tracked and reported.
• We're just going to keep cycling through leads from Klaviyo who have not opened an email And have a purchase history. There are several thousand obvs.