Customer acquisition used to be cheap. 

As a result, many marketing teams learned to drive growth by attracting new buyers. They positioned messaging to lure in fresh customers and invested heavily in top-of-funnel strategies to bring more people through the doors. 

But the days of low CAC are over — and they might never come back. Today, retailers need a more cost-effective and profitable way to grow the business. High-growth retailers are taking advantage of an often-overlooked source of revenue: lapsed buyers. 

These are the customers who have bought from you before but have drifted away. They already know your brand. And with the right approach, you can turn past buyers into repeat customers and reignite long-term loyalty.

The best part: Bluecore data shows reactivated buyers spend 12.7% more on average than new ones.

Yet, even when retailers turn their eyes toward reactivation, they often miss the mark by relying on one-size-fits-all tactics. Generic emails and blanket discounts won’t cut it. 

To win back lapsed buyers for good, forward-looking retailers are using shopper identification data to understand purchase history, browsing behavior, and the specific reasons for disengagement. With this, they can craft personalized messaging that speaks directly to each customer’s experience and motivations.

Let’s take a look at reactivation tactics you can deploy today to tap into this high-potential revenue stream and turn lapsed buyers into loyal customers.

Segmenting lapsed buyers by inactivity

Not all lapsed buyers are the same. 

Neither are there purchase cycles. If your average customer purchases monthly, a customer who hasn’t purchased in six months might simply need a friendly reminder or a light nudge, like a product recommendation based on their last order. On the other hand, a customer who’s been inactive for years will require a stronger reactivation strategy. For example, you can feature best sellers, showcase previous categories they engaged with, or highlight how your products have evolved since their last purchase.

To reactivate buyers effectively, start by segmenting them based on how long they’ve been inactive. This will equip you to deliver more relevant, targeted messaging that increases the likelihood of re-engagement.

Now, let’s break down common segments and the best reactivation tactics for each.

0-12 months: Freshly inactive buyers

These buyers only recently stopped purchasing — or may be seasonal buyers — making them the easiest to win back. Since they’ve purchased or interacted with your brand within the past year, they’re more likely to remember you and respond positively to re-engagement efforts.

To bring them back, send personalized reminders or targeted campaigns based on their last purchase to renew interest. You can also offer subtle incentives, such as exclusive discounts or early access to new products — when paired with segmentation data on price-sensitive buyers, this tactic reactivates customers while protecting your margins. Finally, deploy well-timed messages through their preferred communication channel to re-establish the connection.

12-24 months: Moderate dormancy

These lapsed buyers have been inactive for much longer, signaling they may have forgotten about your brand or moved on to competitors. Reactivating these customers requires more effort to reignite their interest.

Start by crafting messages that acknowledge their absence, inviting them back with a compelling reason to re-engage, such as a customer appreciation gift or invitation to a special in-store event. Next, highlight new products or services that align with a shopper’s past purchases to show them what’s changed since their last visit. You’ll also want to offer stronger incentives, such as discounts for downloading your app, joining your loyalty program, or visiting a brick-and-mortar location. Lastly, target messaging around special events or holidays, such as Black Friday, tapping into seasonal buying behavior to prompt reactivation.

24+ months: Long-term lapsed buyers

These buyers have been inactive for more than two years, making them the hardest to re-engage. At this stage, they may no longer consider your brand relevant, so major motivation is needed to bring them back.

To start, use an omnichannel approach that includes personalized email, paid ads, and targeted social media campaigns to reach them where they are. Remind buyers of products they loved based on their purchase history and connect those products to new offerings, emphasizing what’s trending or even the staple lines or products your brand is known for. Finally, offer highly exclusive deals or limited-time promotions to capture their attention, making them feel valued and encouraged to return.

What not to do: Reactivation worst practices

Re-engagement strategies can backfire if you’re not careful. 

Poorly planned campaigns can lead to further alienation. And overwhelming shoppers with messaging or irrelevant offers can destroy your brand’s credibility and drive unsubscribes.

Here are common pitfalls to avoid.

1. Using a one-size-fits-all approach

Generic messaging on a single channel isn’t going to resonate with most customers’ past preferences and behaviors. This leads to poor engagement and low reactivation rates.

Instead, personalize messages based on customer segments, purchase history, preferred channel, and engagement level. To do this, track shopping signals throughout the full customer lifecycle. 

2. Bombarding with frequent messages

Too much communication can drive customers further away, pushing them to disengage permanently. This is especially true when you’re engaging shoppers across multiple channels. 

To keep your message relevant, use a tested cadence that works best for your brand and budget. Since email is an owned channel, start there. But if people aren’t opening or engaging with your emails, try a different channel to bring them back. And always monitor engagement rates to avoid oversaturation.

3. Relying solely on discounts

While discounts may drive short-term sales, over-reliance on them can condition customers to expect deals and devalue your products. Failure to segment your most profitable customers from your price-sensitive shoppers can hurt your margins.

Retain your brand value by combining offers with other engagement strategies, such as highlighting new products, unique services, or exclusive content. Save deeper discounts for your highest PCLV customers. 

4. Failing to acknowledge lapsed time

Lapsed buyers may feel overlooked if your messaging doesn’t recognize the gap in their engagement. Don’t treat them like an unknown shopper. 

Instead, address the lapse in a positive way by welcoming them back or reintroducing your brand’s value. It’s okay to say, “We miss you.” 

Channel selection for maximum impact

Choosing the right communication channel will make or break your reactivation campaign. Each platform offers unique advantages and should be aligned based on your customer’s level of inactivity and engagement history. 

Here’s how to select the most effective channel for re-engagement. 

Email

Best For: Freshly inactive buyers (0-12 months)

Email is cost-effective and highly customizable, allowing for personalized, data-driven messages that remind buyers of their past purchases and interactions. It’s an ideal way to subtly nudge them back to your brand.

SMS

Best For: High-value buyers with a history of mobile engagement

SMS provides direct, real-time communication and often has higher open rates than email. It’s particularly effective for high-value customers who are used to interacting with your brand through mobile channels.

Paid Social Media

Best For: Long-term lapsed buyers (12-24+ months) who haven’t responded to other channels or have opted out

Paid social ads provide precise targeting based on customer data and past behavioral patterns, helping you reach disengaged buyers who may no longer be responsive to traditional communication methods.

Retargeting

Best For: Buyers who have visited your site but have stepped out of their typical purchase cycle

Retargeting keeps your brand visible to buyers who have shown interest in the past but rarely purchase. Offer a gentle reminder of what they’re missing.

In-Store Activation

Best For: Buyers who primarily purchased in-store before falling off

In-store activation engages shoppers who enjoy the familiarity and comfort of the brick-and-mortar experience. Use exclusive in-store events, product demonstrations, and limited-time experiences to drive foot traffic and give them a reason to return.

Omnichannel: The most effective strategy for re-engagement

An omnichannel approach is the gold standard for re-engagement. By leveraging a mix of platforms — email, SMS, social media, retargeting, and in-store activation — you maximize the chances of reconnecting with lapsed buyers through their preferred communication channels.

Broaden your reach and use consistent, reinforced messaging to make it more likely that lapsed buyers will reconnect with your brand.

How to measure reactivation rates

Reactivation rate refers to those lapsed buyers who have been reactivated in the prior year. That metric is impacted by many other performance metrics. Without them, it’s impossible to know if your efforts are driving engagement or simply wasting resources.

Start by measuring open rates, which will show how many customers are engaging with your emails, SMS, or ads. A high open rate signals that your subject lines or initial messaging are resonating. 

Next, focus on clickthrough rates (CTR) to gauge how many recipients are taking the next step by clicking on links or calls-to-action in your messages.

Once customers engage, conversion rates will measure how many of them take the next step, whether it’s making a purchase or re-engaging with your brand.

Don’t forget to monitor cost per acquisition (CPA) to evaluate the efficiency of your reactivation efforts, particularly when using paid channels like social media or retargeting. 

Finally, track customer lifetime value (CLV) to  understand the long-term impact of reactivating lapsed buyers and the overall return on your re-engagement investment.