How to Win Back Lapsed Shopify Customers
A lapsed customer — one who bought once but hasn't returned — is your most cost-effective acquisition opportunity. They already know you. Here is how to bring them back.
Step-by-Step Guide
1Define 'lapsed' for your category
Lapsed means different things in different categories. A supplement customer who hasn't reordered in 60 days is lapsed (the product should be running out). A furniture customer who hasn't reordered in 12 months is perfectly normal. Define lapsed based on your average repurchase cycle.
2Segment lapsed customers by purchase history
Not all lapsed customers are equal. A customer who bought 3 times and then stopped is more valuable than someone who bought once. Segment by purchase count and total spend — high-value lapsed customers warrant more aggressive win-back offers.
3Build a three-email win-back sequence
Email 1 (gentle): 'We miss you — here is what's new.' Email 2 (incentive): 'Come back with 15% off your next order.' Email 3 (final): 'Last chance — this offer expires in 48 hours.' This sequence works for 15–25% of lapsed customers in most categories.
4Use SMS for high-value lapsed customers
For customers who spent $200+ and haven't returned, an SMS win-back can outperform email 2–3x. Keep it brief, make the offer compelling, and include a direct purchase link.
5Include a survey for unresponsive lapsed customers
For customers who don't respond to win-back emails, send a one-question survey: 'What would bring you back?' This gives you product and experience insights while creating one more touchpoint.
6Suppress truly lapsed customers from promotional emails
Customers who haven't responded to 3+ win-back campaigns are damaging your email deliverability by lowering your list's engagement rate. Suppress them from promotional sends to protect your sender reputation.
Frequently Asked Questions
What win-back discount rate works best?
10–20% is the typical range for win-back offers. Higher discounts work better for high-ticket items. For subscription brands, a free month or reduced first month often outperforms a percentage discount.
When should I give up on a lapsed customer?
After 3 unanswered win-back attempts over 90 days, the cost of continued outreach typically exceeds the expected return. Suppress from promotional sends and review for re-engagement quarterly.
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