Win-Back Campaign Calculator
Estimate how many repeat jobs and how much revenue one email to past customers could bring in. Meant for service businesses sitting on a customer list they rarely contact.
Free, no sign-up. Runs in your browser; nothing you type is stored unless you choose to email yourself the results.
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Email me these results. We'll send your numbers, plus how to turn this calculator into a lead magnet on your own website.
Three steps, about a minute
Step 1
Enter Past customers with email, counting only people who hired you and shared their address.
Step 2
Set Emails delivered to allow for bounces, and Customers who book again for the share you expect to rebook.
Step 3
Add your Average job value to see repeat jobs and revenue per campaign and per year.
How the win-back campaign calculator works
The calculator follows your list down to booked work. Repeat jobs from one campaign = past customers with email × the percent of emails delivered × the percent who book again. Revenue from one campaign = repeat jobs × average job value. The yearly line multiplies that by four, which assumes every campaign performs like the first. The example (500 customers, 85% delivered, 5% rebooking, $400 job) gives about 21 repeat jobs and $8,500 per send, or $34,000 across four. Real results depend on how fresh the list is, how well these customers remember you and how strong the offer is. Old lists bounce more, so clean out dead addresses first. Treat the rebooking percent as a guess until you have run one campaign and counted the jobs it produced.
| Past customers with email | 500 |
|---|---|
| Emails delivered | 85% |
| Customers who book again | 5% |
| Average job value | $400 |
| Repeat jobs from one campaign | 21.3 |
|---|---|
| Revenue from one campaign | $8,500 |
| Four campaigns a year | $34,000 |
Example inputs. Your list size and offer decide the real numbers.
Using the numbers like a pro: tips for local service businesses
Give each email a reason to book now: a seasonal tune-up, an annual inspection, a maintenance visit or a priority slot before your busy season. A plain "checking in" note gives people nothing to act on.
Segment the list by service type and date of last job. A customer you served three years ago needs a different message than one you saw last month.
Include your physical business address and a working unsubscribe link, and honor opt-outs within 10 business days. The CAN-SPAM Act requires all three for commercial email.
Want us to do this for you?
Past customers already know your work, so a win-back email costs little compared with chasing strangers. The hard part is having the list. Collect emails on every invoice and booking form, keep them in one place, and add a sign-up for seasonal reminders on your website. Run one campaign, count the bookings, then put your real rebooking rate back into this calculator.
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Win-Back Campaign Calculator questions
What is a win-back email campaign?
It is an email, or a short series, sent to past customers who have not booked in a while, with a clear reason to come back. For a service business that might be a seasonal check, a maintenance reminder or an early booking window. It works best when it is personal, timely and sent to people who recognize your name.
How often should a service business email past customers?
Often enough that they remember you, not so often that they unsubscribe. Tie the schedule to your trade's natural intervals, such as seasonal service or yearly checkups. This tool shows four campaigns a year as one example. Watch unsubscribe and complaint numbers, and slow down or add more value if they climb.
How do I get past customers to book again?
Make it easy and give them a reason. Remind them what you did last time, tell them what is due now and offer a direct way to book: a phone number, a booking link or a simple reply. Send it from a real person at the company, and follow up once with people who opened but did not book.
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