At Risk or Dormant Top 10th Percentile Customers by Total Sales
Customers in the top 10th percentile of Total Sales that last purchased over a year ago.
Who’s in This Segment
A customer is in this segment when all of these are true:
- Their last order was more than 365 days ago
- Their Total Sales percentile is 90 or higher
Unlike the loyalty groups, the cutoffs here are fixed: customizing your loyalty grid doesn’t change them.
Every customer who has ordered gets a percentile from 1 (lowest) to 100 (highest) for their Total Sales, ranked against your other customers who have ordered. Customers with no orders get no percentile, so they’re never in this segment.
Percentile 90 or higher is about the top 11% of the customers who have ordered. Customers with the same Total Sales share one percentile, and a tied group is in this segment only when all of it fits. So the segment can hold fewer customers than that, or none.
Total Sales is what the customer has spent across their orders: item prices after discounts, plus shipping, plus tax where your prices don’t already include it, minus refunds.
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
Your former biggest spenders, quiet for over a year. They are worth a personal win-back effort.
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 Preset Segments tab. Open it to see who’s in it, how it’s trending and where it syncs.
- Customer Loyalty: how your customers spread across loyalty groups by how recently and how often they buy.
- How to Create a Custom Segment: build your own version of this segment with different rules.