Lapsed customer emails (also called win-back campaigns) are sent to customers who haven't placed an order in a set amount of time. They're a powerful way to re-engage buyers who've gone quiet and bring them back to your store.
When it triggers
This campaign is based on a customer's last order date. You set a delay — for example, 60 days — and the app automatically emails any customer who hasn't ordered since that window closed. If a customer places a new order before the email sends, the email is cancelled.
Setting the right delay
The ideal delay depends on your store's typical purchase frequency. A good starting point:
- Consumable products (supplements, skincare, food) — 30–60 days after last order
- Apparel and accessories — 60–90 days after last order
- Higher-ticket items — 6–12 months after last order
You can run multiple lapsed customer campaigns with different delays. For example, a friendly "we miss you" email at 60 days and a discount offer at 90 days.
Filtering by lifetime spend
You can target only high-value customers by setting a lifetime sales filter — for example, only email customers who have spent more than $100 total. This lets you focus your best offers on your most valuable customers. See Filters and Targeting for details.
Marketing consent
You can restrict lapsed customer emails to only customers who have opted in to marketing. This is recommended if your customers are in regions with strict email marketing regulations (like the EU/UK). Enable the Only send to marketing subscribers option in the campaign editor.