Lapsed customers, not lapsed subscribers. They bought once and never came back, and the message depends entirely on what they spent.
Triggered when a customer passes a set number of days since their last order, based on your real repeat cycle rather than a round number. It differs from re-engagement because these people have paid you before, and the goal is a second order rather than an open.
Your best lapsed customers do not need a discount, they need a reason and a reminder. Your one-off bargain buyers may only ever respond to an offer. Sending the same 15% code to both means paying to reacquire people who would have returned anyway.
Order count and total spend are already in your platform if the store connection is set up properly.
Acknowledge the gap without being weird about it. Show what is new since they last bought, and make the return easy: one product, one link. If you use an incentive, put an expiry on it.
Related: re-engagement for subscribers who never bought at all.
Not sure whether this flow is set up properly? The free audit tells you in writing, in five working days.
Get the free auditSee pricing