Customer churn is a silent revenue killer that many store owners don't notice until it's too late. Customers who once bought from you regularly may gradually drift away without any obvious warning signs. By the time you realize they're gone, winning them back becomes exponentially harder.
Mipler's Shopify Reports helps you identify these at-risk customers before they churn completely. The Inactive Customers Report shows everyone who hasn't ordered in 4+ weeks, sorted by how long they've been away. This gives you a critical window to re-engage them while they still remember your brand.
Why Tracking Inactive Customers Matters
It costs 5-7 times more to acquire a new customer than to retain an existing one. Your inactive customers already trust your brand, know your products, and have their payment information saved. A well-timed win-back campaign can bring them back at a fraction of the cost of new customer acquisition.
The longer a customer stays inactive, the harder it is to win them back. Studies show that customers inactive for 4-8 weeks have win-back rates of 20-30%, but this drops to under 10% after 12 weeks. Acting quickly is crucial for retention success.
Beyond individual win-back campaigns, this report helps you measure overall customer retention health. If your inactive customer list is growing faster than your active customer base, it's a clear sign that something in your customer experience needs attention.
Benefits of the Inactive Customers Report
Prevent Churn by identifying at-risk customers early when win-back success rates are highest
Prioritize High-Value Customers by focusing retention efforts on those with the highest lifetime value
Measure Retention Health by tracking how many customers become inactive over time
What the Inactive Customers Report shows:
Customer Name
Full name of the inactive customer for personalized outreach
Customer Email
Email address for win-back campaigns and direct communication
Last Order Date
When they last purchased, helping you understand their purchase cycle
Weeks Since Last Order
How long they've been inactive - the key metric for prioritization
Total Spent
Customer lifetime value to help you prioritize high-value customers
Win-Back Campaign Strategies
Once you identify inactive customers, here are proven strategies to bring them back:
- "We Miss You" Emails: Personal messages acknowledging their absence. Keep the tone friendly, not desperate. Include a compelling reason to return.
- Exclusive Discounts: Returning customer discounts of 15-25% work well for win-back. Make them feel special with "just for you" messaging.
- New Product Announcements: Show them what's new since their last visit. Fresh inventory can reignite interest.
- Loyalty Points Reminder: If you have a loyalty program, remind them of unused points or expiring rewards.
- Feedback Request: Ask why they haven't returned. Even if they don't convert, the feedback is valuable for improving retention.
Segment Inactive Customers by Value
Not all inactive customers deserve the same level of attention. Prioritize your win-back efforts:
- High CLV + Recently Inactive (4-8 weeks): Highest priority. Personal outreach, premium offers, possibly a phone call.
- High CLV + Long Inactive (8+ weeks): Still worth significant effort. Aggressive discounts and multiple touchpoints.
- Low CLV + Recently Inactive: Automated win-back sequences with moderate offers.
- Low CLV + Long Inactive: Lowest priority. Include in general re-engagement campaigns but don't over-invest.
Build and Automate Your Win-Back Campaigns
Mipler makes it easy to stay ahead of customer churn:
- Scheduled Reports: Get weekly alerts when customers become inactive, allowing you to act quickly.
- Google Sheets Sync: Automatically export inactive customers to Google Sheets and trigger automated win-back sequences.
- Custom Filters: Focus on specific segments like high-value customers or those inactive for exactly 4-6 weeks (the optimal win-back window).
- Combine with RFM: Use alongside RFM Analysis to identify "At Risk" and "Can't Lose" segments for targeted campaigns.
Important
The Inactive Customers Report is different from the Customers Without Orders Report. Inactive customers have purchased before but haven't returned, while customers without orders never made a purchase at all. They require completely different marketing approaches - win-back campaigns for inactive customers vs. first-purchase incentives for never-buyers. Use both reports for complete customer lifecycle management.
FAQ
What defines an inactive customer?
In Mipler, inactive customers are those who have made at least one purchase but haven't ordered in 4 or more weeks. This threshold is based on typical e-commerce purchase cycles, but you can adjust filters based on your specific product type and buying patterns.
How is this different from Customers Without Orders?
The key difference is purchase history:
- Customers Without Orders: Created an account but never purchased (need first-purchase incentives)
- Inactive Customers: Purchased before but haven't returned recently (need win-back campaigns)
These groups require different messaging and offers to convert.
When should I start a win-back campaign?
Timing is critical for win-back success:
- 4-6 weeks inactive: Optimal window - highest win-back rates (20-30%)
- 6-12 weeks inactive: Still good chances but need stronger incentives
- 12+ weeks inactive: Success rates drop significantly (<10%), but high-value customers are always worth trying
The sooner you act, the better your results will be.
What discount should I offer for win-back?
Win-back discounts are typically higher than regular promotions:
- 15-20% off: Standard win-back offer for recently inactive customers
- 25-30% off: For long-inactive customers or high-value targets
- Free shipping + discount: Combination offers often perform best
- Exclusive early access: Non-discount incentive that preserves margins
What reports should I combine with inactive customer data?
For comprehensive retention management, combine with:
- RFM Analysis: Identify "At Risk" and "Can't Lose" customer segments
- Customer Lifetime Value: Prioritize high-value inactive customers
- Customers Without Orders: Complete picture of your conversion funnel
- First-time vs Returning: Track overall retention trends
