Buyer guide · Reactivation
Design a reactivation campaign around a qualifying return.
A lapsed member is not a failed customer. Define inactivity from the normal purchase rhythm, then make one useful and supportable reason to return.
- Dormancy signal
- No qualifying checkout activity
- Automatic path
- Personal win-back voucher
- Manual path
- Segment and campaign
Short answer
Define a return before choosing the offer.
Define dormancy from the normal time between purchases, then choose one qualifying return and one bounded offer. Reward Loyalty can issue an automatic personal, single-use win-back voucher after configured checkout inactivity, or the operator can build an inactive segment and send a manual campaign to eligible marketing recipients. Measure a return through actual points, stamps, voucher redemption, or prepaid-pass activity, not a sign-in or wallet view.
Decision criteria
Match dormancy to the purchase rhythm.
The inactivity window, qualifying return, offer cost, audience, fulfilment, and consent route must describe the same campaign.
Dormancy window
Set the threshold from the normal interval between purchases, visits, or booked services. A coffee habit and an annual service need different clocks.
Return offer
Choose a reward with enough customer value to justify the trip, known direct cost, a clear minimum purchase where needed, and a short supportable validity window.
Delivery and evidence
Choose the automatic voucher or a manual audience campaign, respect the matching email preference, and decide which ledger event counts as a qualifying return.
Decision framework
Write the campaign as one customer path.
Dormancy, offer, message, and service must fit the same reason for leaving and returning.
Who is dormant
Use the last qualifying checkout interaction with the business. Exclude people who only joined and never visited when the campaign is meant to welcome back known customers.
Why return now
Choose a useful product, service, or points benefit with a clear deadline and conditions. Avoid an offer so broad that regular purchases receive an unnecessary discount.
What proves the return
Name the points earn, stamp earn, voucher redemption, or pass use that proves the member returned. A delivered email, click, sign-in, or wallet view is not the return.
What happens next
Plan the ordinary second visit after the offer. A campaign that trains customers to wait for another discount can weaken the base loyalty promise.
Delivery choice
Use automation for a stable rule and manual sending for a reviewed audience.
Both paths need an owner and a documented customer consequence.
Automatic win-back voucher
Choose a voucher template on a club, set inactivity and personal validity, and let each eligible lapse receive one private single-use copy. The wallet receives it even when the member does not accept offers and news; the promotional email follows that preference.
Manual inactive campaign
Build or select an inactive audience, inspect the live recipient count and samples, write translated content where needed, preview, and start the send from the open browser tab.
Operations
The partner owns the audience, offer, message, cost, stock or capacity, and customer resolution. Staff own recognition, validation, fulfilment, recording, and escalation at the return visit.
System health
The installation operator owns mail delivery, scheduled work, health checks, and failures. A campaign can be well designed and still fail when the delivery environment is weak.
Illustrative economics
Model the qualifying return and the full offer cost.
This example is a planning model, not a response-rate forecast.
Assumptions
Assume 400 eligible lapsed members receive a personal offer, 36 make a qualifying return, and each fulfilled reward costs 3 currency units.
Recorded activity
The observed return rate is 36 divided by 400, or 9%. Direct reward cost is 36 multiplied by 3, or 108 currency units.
Contribution test
If the 36 return visits produce 396 currency units of gross profit before the reward, subtract 108 and the campaign, staff, software, and service costs before discussing contribution.
Interpretation
The result does not prove all 36 visits were incremental. Some members may have returned without the offer, and a short campaign cannot show whether they stay active.
Measurement
Review the return path in stages.
The first review should improve eligibility, delivery, fulfilment, and evidence.
-
1
Before launch
Freeze dormancy, exclusions, recipient count, validity, direct cost, qualifying return, consent route, and the comparison period.
-
2
During delivery
Check issuance, eligible email delivery, failures, wallet visibility, customer questions, redemptions, staff handling, and unavailable rewards.
-
3
After 30 days
Measure qualifying returns, direct cost, margin contribution, corrections, opt-outs, complaints, and follow-on activity available so far.
-
4
Delay the retention claim
Thirty days cannot show durable reactivation, lifetime value, seasonal behavior, or causal lift. Continue the cohort window and compare with a defensible baseline or holdout when possible.
Product and operating limits
A return does not prove restored loyalty.
- The automatic win-back feature uses configured checkout inactivity and issues one personal voucher per absence. It does not predict churn, rank members by propensity, or create a multistep sequence.
- Email campaigns send from the open browser tab and have no schedule, open tracking, or click tracking. Delivery counts do not show message reads or purchase intent.
- The operator owns legal basis, consent, offer terms, customer service, stock, capacity, margin, and attribution design. This Guide does not provide legal advice.
Implementation guides
Use current documentation for changing details.
Requirements, interfaces, settings, limits, and release behavior belong in the maintained product documentation.