Win Back Lapsed Customers With an Automated Flow

Reactivating a past customer is far cheaper than acquiring a new one. This flow automatically detects lapsed buyers and pulls them back before they churn for good.

Quick check You need a connected Shopify store syncing order history to Brevo through Tajo and Editor access or higher. Confirm LAST_ORDER_DATE and TOTAL_ORDERS are populated on contacts in Brevo before building.

Define “Lapsed” for Your Store

“Lapsed” depends on how often customers normally buy. Use your typical purchase cycle:

Store type	Typical reorder	Treat as lapsed after
Consumables (coffee, supplements)	30 to 45 days	60 days
Apparel and general retail	60 to 90 days	120 days
High-ticket or seasonal	6 to 12 months	9 to 12 months

Pick a threshold and keep it consistent so the flow triggers predictably.

Step 1: Build the Lapsed Segment

In Brevo > Contacts > Segments, create a dynamic segment.
Conditions:
- TOTAL_ORDERS is 1 or more
- LAST_ORDER_DATE is more than your threshold ago
- Marketing consent is yes
Save it as “Lapsed customers”. See segmentation basics for more.

Step 2: Create the Automation

Open Brevo > Automations and create a custom automation.
Set the trigger to contact enters segment “Lapsed customers”.

Because the segment is dynamic and fed by Tajo’s synced order data, customers enter the flow automatically the day they cross your threshold.

Step 3: Build the Message Sequence

A three-message sequence works well. Escalate the incentive only if earlier, cheaper messages do not work.

Message	Timing	Content	Incentive
1. We miss you	Day 0	Friendly check-in, best sellers	None
2. Here is something for you	Day 4	Reminder plus social proof	Small discount or free shipping
3. Last call	Day 9	Urgency, expiring offer	Best offer, time-limited

Sending the discount first trains customers to wait for deals, so lead with the no-incentive message.

Step 4: Personalize With Synced Data

Reference LAST_PRODUCT_PURCHASED to recommend a related item using a Tajo product block.
Greet by first name with a fallback.
For multi-store accounts, use STORE_NAME so the message reflects the correct brand.

Tip Generate the discount as a unique, single-use code rather than a public coupon. This stops the offer from spreading and prevents customers who never lapsed from claiming it.

Step 5: Add Exit Conditions

This step is what makes the flow feel intelligent.

Exit the moment the customer places an order. Tajo’s Order Placed event removes them so they never receive “last call” after buying.
Suppress anyone who unsubscribes or whose consent is withdrawn.
Do not re-enter a customer who recently completed the flow; add a re-entry cooldown.

Step 6: Test the Flow

Set a test contact’s LAST_ORDER_DATE past the threshold so they enter the segment.
Confirm message 1 sends.
Place a test order for that contact and confirm they exit before message 2.

Measuring Success

Track reactivation rate (share of lapsed contacts who buy during the flow) and revenue per recipient. Compare incentive cost against recovered revenue. Tighten the threshold or trim the discount if margins are thin.

Pair It With Loyalty

A win-back offer combined with loyalty points often outperforms a discount alone. See set up a loyalty program and points and rewards rules.

Get Help

Live Chat: available in the Tajo dashboard (bottom right)
Email Support: [email protected]
Documentation: docs.tajo.io