Winback is the discipline of recovering customers who've gone quiet. The templates below cover lapsed DTC customers at 30/60/90 days, SaaS users post-cancel, expired-trial recoveries, and the permission-pass move that cleans up your list. They share one thing: none of them lead with a discount.
The pattern that works: ask a specific question (are you still using it?), offer pre-formed honest reply options ('too expensive' / 'forgot' / 'tried something else'), and end with permission to leave. The replies you get from honest winback emails are the highest-signal churn data you'll ever have. The discount template exists, but only at the end of the sequence.