---
title: Winback email sequence for web2app quiz completers
slug: web2app-winback-email-sequence
summary: How Headway (and Asana Rebel) email users who completed the quiz and left an email but didn't pay — ~8 discount-escalating emails, tight cadence, emoji subjects, one button back to the paywall — and what share of sales to expect.
domain: mobile-apps
tags: [web2app, email, winback, lifecycle, discount]
related: [web-quiz-results-and-email-capture, web2app-tripwire-pricing, web2app-paywall-best-practices, headway-web2app-teardown]
sources: [yt:ELt0hjABIqY]
updated: 2026-10-23
---

# Winback email sequence for web2app quiz completers

## TL;DR
- Target: users who left their email in the quiz but didn't buy[^1].
- ~8 emails (Headway), all about the discount — no content/nurture[^1][^2].
- Cadence: a few hours, then ~1 day, ~2 days…; never more than 2–3 days between emails — push while they're warm from the quiz[^1][^3].
- Each email: emoji in the subject (raises open rate), one button that returns to the paywall[^1].
- Escalate discounts: ~70% → +10% → up to 90–95%. Late in the sequence, any payment beats none[^3].
- Expect email to drive ~10% or less of funnel sales on average; 20% is an exceptional ceiling[^3][^2].

## Details

**Headway's sequence.** Email 1: "Confirm your registration" with emoji and a single Confirm button that lands on the paywall. Later subjects like "Your self-growth plan is ready — now up to 70% off", then "additional 10% off". Some emails switch from designed templates to a plain, personal-looking format. Discounts climb to ~90%[^1][^3].

**Why go so deep.** The probability of payment falls the longer it's been since the quiz, so Igor argues for going "all in" on 90–95% off late in the sequence[^3]. Steve frames it as e-commerce tripwire logic: get a small first payment, then the customer is easier to monetise[^4].

**Asana Rebel (Steve's sign-up).** Confirmation email Apr 30; May 1: two emails with 50% off; May 2: "50% off, only a few hours left"; May 3: a doubled offer, then six months off — i.e. multiple emails per day at peaks[^2].

## Disagreements / caveats
- Igor didn't have Headway's exact timings; the cadence is his typical recommendation[^1].
- Deep discounts to non-buyers can train users to wait; consider limiting them to the email channel and to one redemption.
- Make sure email consent and unsubscribe comply with local law (GDPR/CAN-SPAM).

## See also
- [[web-quiz-results-and-email-capture]] — how to collect the email
- [[web2app-tripwire-pricing]]

[^1]: yt:ELt0hjABIqY @ 31:02 — Igor Lyubimov
[^2]: yt:ELt0hjABIqY @ 34:01 — Igor Lyubimov
[^3]: yt:ELt0hjABIqY @ 32:37 — Igor Lyubimov
[^4]: yt:ELt0hjABIqY @ 35:35 — Steve P. Young