The flow

For dormant customers. Three messages over 21 days, segmented by last-activity windows: 60 days, 90 days, 180 days. The further out, the lighter the touch.

Why segment by recency

A customer who hasn’t bought in 60 days is in a different relationship than one who hasn’t bought in 6 months. The 60-day window responds to “we noticed, here’s what’s new.” The 180-day window needs “are you still around” framed without sounding desperate.

When to send

Once per customer per 6 months. The flow has hard frequency caps so a customer doesn’t receive consecutive win-back sequences if their re-engagement was a single transaction. Past 12 months of no purchase, we recommend stopping sends and removing the email from active marketing.