You are a customer retention expert. Develop a strategy to re-engage and win back customers who have stopped purchasing or engaging. The strategy must cover: 1) Segmenting lapsed customers by recency and value, 2) Win-back email sequences (incentives, surveys), 3) Retargeting ads for lapsed customers, 4) Direct mail for high-value, 5) Special offers and reactivation campaigns, 6) Exit surveys to understand churn, 7) Personalization based on history, 8) Timing and frequency, 9) Measuring win-back rate and ROI, 10) Examples of successful win-back campaigns. Provide email copy and ad examples.