Customer Reactivation Strategies: How to Win Back Dormant Customers (And Learn Why They Left)

If you have customers who haven’t purchased from you in a while, and you wonder why, you may want to explore our Premier plan and learn about its customer reactivation strategies. Now is a great time to explore it, as we are running an intro upgrade offer to Premier plan through the end of 2025.

A key part of Premier plan is the capability of LoyaltyLoop to engage dormant customers. This dormant engagement isn’t your typical marketing email, but should be a key component to your customer reactivation strategies. It is a specific service designed to help you accomplish 2 things:

1. (sales) encourage dormant customers to restart buying, and
2. (insights) learn why your customers go dormant

Traditional dormant customer marketing emails typically message the customer with offers to stimulate a purchase. You may offer a coupon, or other incentive to stimulate a restart, but little is learned about the customer's dormancy. LoyaltyLoop, on the other hand, helps you gather data and insights about why customers have not returned to purchase again, an important and largely overlooked part of customer reactivation strategies. With every new dormant survey response, you learn more about the behavior of this set of customers. At the same time, LoyaltyLoop subtly solicits the customer’s interest levels in doing business with you again, now or in the future.

But if you are doing any type of dormant marketing, the LoyaltyLoop dormant engagement service can compliment, and works in harmony with, traditional dormant account marketing. Do you already have offers to dormant customers? Include that language in your dormant service emails, too.

LoyaltyLoop helps you restart sales AND gather insights into why customers have not purchased again

Who are dormant customers?

If you’re already running any kind of traditional dormant customer marketing, you already have a definition of what dormant customers mean in your business. If you don’t, the state of customer dormancy is simply the period of from when a customer makes a purchase, to when you might have expected them to make another purchase. You may call these people or accounts inactive customers, lapsed customers, or dormant customers. We measure dormancy in days. If you set your dormancy to 180 days, that means any customer who has not made another purchase within 6 months (from the time of the previous purchase), is considered dormant.

Dormant account vs dormant contact?

Each business operates and sells differently. For example, you may sell to a single contact who is making purchases, or you may sell to multiple contacts within a single account that is making purchases. LoyaltyLoop can be configured to determine dormancy based on either the contact or the account.

Dormant Contacts: A contact is considered dormant if any contact has not purchased from you within your stated dormancy period (e.g. 6 months)

Dormant Accounts: An account is considered dormant if all contacts associated with an account have not purchased from you within your stated dormancy period.

Once you select your dormancy method (account or contact), and your dormancy period (e.g. 6-months), LoyaltyLoop will automatically identify your dormant customers, build dormant contact lists to be engaged by your LoyaltyLoop service. You have 2 modes in which LoyaltyLoop can engage your dormant contact lists: manually via your approval, and automatically.

How does LoyaltyLoop know who is a dormant customer?

A great aspect of the LoyaltyLoop dormant service is you do not need to upload or add the contacts. Since LoyaltyLoop is engaging your active customers for feedback and reviews based on your transaction data, LoyaltyLoop automatically determines which customers are dormant (per your specific dormant settings), from this existing customer information.

Tracking Restarts

Once LoyaltyLoop is configured to your specific needs, it goes to work engaging dormant customers to help you gather insights and restarts. When a customer expresses any interest in working with your company again, you (and/or your team) can receive an email notice helping you jump on these opportunities.

You also see the key results right on your main dashboard under the widget titled “Dormants Restarted”. This widget shows you both the number of contacts restarted, and if available in your data, the total sales value of these restarts.

The main figure called “Dormant Restarts” is the number of contacts who have been engaged by LoyaltyLoop dormant account survey (i.e. customers who have not purchased from you within the stipulated period you set), who made a purchase AFTER being engaged.

The total sales figure equals the sum of all sales for the restarted transactions over the period selected. LoyaltyLoop can only display the total sales from restarts if your inbound data to LoyaltyLoop includes the transaction amount associated with each customer transaction.

The count and sales figures include all customers who received your LoyaltyLoop dormant account survey email, even if they did not respond to the survey. Just like traditional dormant marketing emails, our dormant engagement emails may be effective on their own relative to stimulating a purchase restart.

Customer reactivation strategies are commonly focused only on the marketing aspects of reactivation. Using the LoyaltyLoop dormant account services help you better understand your customer behavior, while simultaneously reigniting sales. Like most aspects of LoyaltyLoop, it can be configured to be hands-off, and perform “as if” you have another sales person working around the clock to reinvigorate dormant customers with little to no effort.