Lapsed customers are the cheapest segment to reactivate. They already know your brand, trust your product, and had positive experience enough to buy at least once.
The escalation structure
- →Day 60 after last purchase: content-led, no offer
- →Day 90: soft offer (10% or free shipping)
- →Day 120: stronger offer (15-20%) with urgency
- →Day 180: final offer before suppression
This pattern beats one-shot discounting by 2-3x recovery rate without training customers to wait for promotions.
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