Loyalty Group: Dormant Customers
Lapsed customers with no activity in over 365 days. Most have since moved on; reactivation requires meaningful effort and incentive.
Who’s in This Segment
A customer is in this segment when their last order was more than 365 days ago, however many orders they’ve placed.
Every customer with at least one order sits in exactly one loyalty group, based on how many orders they’ve placed and how long ago the last one was. These are the General / Default cutoffs. New stores get cutoffs fitted to their industry and buying cycle instead.
On the Customer Loyalty page, Customize grid lets you pick a preset for your kind of store, or set your own day and order cutoffs, and rename the groups. This segment always follows your settings and takes the name you give the group.
Orders that were canceled, or whose payment was voided or expired, don’t count toward any of this. Days are counted from the date of the order to today.
Membership is worked out again each time your customer data refreshes, so customers move in and out of the segment on their own.
What to Do With It
These customers have most likely moved on. A low-cost win-back email with a real reason to come back is worth sending. Keep the spend small, and leave them out of expensive retargeting if it doesn’t work.
To use the segment outside By the Numbers, open it from the Customer Segments page and choose Sync under Sync Destinations. You can send it to Klaviyo, Mailchimp or Attentive for email and SMS, or to Meta, Google Ads, TikTok or Reddit Ads as an audience.
Auto-sync is on by default and resends the segment every 2–4 days, depending on the platform, so the audience keeps matching it. Sync now sends it straight away.
Inside By the Numbers, you can also apply the segment as a filter on reports to see how these customers buy.
Where to Find It
- Customer Segments: this segment is on the Standard Segments tab. Open it to see who’s in it, how it’s trending and where it syncs.
- Customer Loyalty: every loyalty group side by side, with the cutoffs you can change.
- How to Create a Custom Segment: build your own version of this segment with different rules.