The three segments

60 days dormant

“Here’s what’s new since you last visited.” Specific to the customer’s purchase history. Promotes one product line, not the whole catalog. Conversion runs 4 to 8 percent depending on the brand and the offer.

90 days dormant

“It’s been a few months. Anything we can help with?” Personalized when possible — references their last order. One CTA: visit. Conversion runs 2 to 4 percent.

180 days dormant

“Last call. We’ll stop sending if you don’t reply.” Plain-text. One reply CTA. Conversion is low (1-2 percent) but the email’s real job is list hygiene — the customers who don’t engage are pruned from the active list, which lifts deliverability for everyone else.