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.