
You are sitting on a gold mine.
It's your "Dead List." These are customers who bought 6+ months ago and haven't returned. Most brands ignore them to chase new strangers on Facebook.
Bringing a dormant customer back to life is 5x cheaper than acquiring a new one. But you can't just send them a generic newsletter.
The "90-Day Cliff" Framework
You need to acknowledge the silence. Standard marketing won't work; you need pattern interruption.
🎯 The "Are We Breaking Up?" Email
Subject: Is it over?
Body: Plain text. No images.
"Hey [Name], I noticed it's been a while since you ordered. Did we do something wrong? I'd love to fix it. Reply to this email and let me know."
Goal: Elicit a reply. Replies improve deliverability and often lead to a "No, I've just been busy!" response.

🎯 The "We Changed" Update
Dormant customers often left because of a flaw (slow shipping, bad fit, taste).
"Since you left, we upgraded our formula / sped up shipping / fixed the sizing."
Goal: Remove the objection that caused the churn.

🎯 The "Store Credit" Hail Mary
Don't offer a "% off." It feels like math.
Offer "$20 store credit." It feels like free money waiting to be claimed.

Your turn: Draft a plain-text email to your 180-day dormant segment.

