Email capture and winback usually belong to different people, which is how they end up contradicting each other - a lapsed subscriber re-enters through a capture form and gets a welcome sequence with no idea they used to be a customer. They are the two ends of one loop: capture decides what you know about someone when they first raise their hand, winback decides what you can say once they've stopped listening.
The full study covers the category-based capture rebuild and the cross-team event schema behind it, the 2026 winback rebuild into a five-email series on a single template, and the engagement plumbing in between - watch-time triggers, message-type migration, and an identity bug worth chasing to the bottom.
My MasterClass work covers internal architecture, tooling and numbers, so the full write-up is shared on request rather than published openly. Email me and I’ll send the passphrase - usually the same day.
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