Hi {{first_name}},
I hope things are going well — it has been a while since we were in touch.
{{company}} trialed [[your product name]] for [[what function they used it for]] in the past. I would genuinely love to reconnect with you and your team to understand what led you to move away from it.
We have made some significant improvements since then and have started working with teams like [[customer 1]] and [[customer 2]]. Would a quick chat next week make sense?
I would be happy to show you what has changed — does [[day]] at [[time]] work for you?A churned customer win-back template used to re-engage a company that previously trialed or used the product and then moved away — opening with genuine curiosity rather than a hard sell.
Best for AEs or customer success leads reaching out to former trial users or churned customers — especially effective when meaningful product improvements have been made since the prospect last evaluated the product.
Send when there has been a significant product update, feature release, or improvement since the prospect's original trial or churn — ideally referencing a real change that directly addresses why they likely left.
Replace [[your product name]] and [[what function they used it for]] with accurate historical details about the prospect's prior usage. The [[customer 1]] and [[customer 2]] references should be real, recent additions to your customer base.
Asking "why did you go" directly — rather than avoiding the churn — signals confidence and genuine curiosity. It opens an honest dialogue rather than pretending the past relationship did not end, which builds more trust than a generic win-back pitch.