We all have clients who have purchased once or maybe twice but then failed to become loyal customers. According to several studies by marketers, this number can vary from 25% to even 60% of the entire database of an online store. Reactivation automation identifies those customers and helps you re-engage with them.


Before you start
What is the right timing for re-activation emails?
Set-up process
Content of the message
Best Practices
Is the Reactivation Automation retroactive?

Before you start

  • It is available to the customers on all the Omnisend plans.

  • All of the user roles, except for the Analyst, can access automation workflow settings.

  • The automation can be triggered for subscribed and non-subscribed customers. See what workflows can be triggered for different customers' statuses.

  • The automation can be triggered Retrospectively but for the last order only. Please note retroactive triggering works only if the first block in the automation is a Delay. If there’s a split or any other block before the delay block - automation will not trigger retroactively.

What is the right timing for re-activation emails?

When talking about the Reactivation sequence, we focus on the customers that placed an order recently but didn't re-engage after. We are not yet checking if they open your emails but focus on the fact that they didn't place any orders. Therefore, the Re-activation email should be adjusted to the specifics of your brand and your marketing practices.

  • What other emails are you sending? Do you have Order Confirmation automation enabled?

  • How often your customers re-engage with your products?

If you sell products of high value, you should be working more on new customer acquisition. If you sell products that people buy frequently – you'd better start looking for customer custody techniques.

Set-up process

Reactivation sequence is offered as one of the standard flows in Omnisend. Therefore, instead of changing the trigger manually, you may select this sequence from the menu.

Using Post-Purchase filter, choose Customer Reactivation workflow.

Once you've chosen the sequence, you need to proceed with a couple of standard steps. In the instruction provided below, we will walk you through the set-up process and share some recommendations.

Automation trigger settings

By default, this workflow is triggered by the event - Order is Placed. Unlike any Segment based automation, this event carries the data about the order the customer placed. However, since it is not crucial to add the information about the order as it may be for the Order Confirmation or Shipping Confirmation emails, you are free to
change this trigger.

Note, on various e-commerce platforms a different order status is required to trigger the recovery email. When the order status changes to one of the orders given in the table, the sequence will be triggered. If the order status changes again, it won't have any impact on the automation performance.

Audience filter

You may also target your automation, based on your customers' Profile data (Country, Gender, Tag, etc.) and their belonging to a specific Segment.

Audience filter

Exit conditions

Customer Reactivation sequence has the default exit condition set to Order Placed, meaning that the customer exit the flow in case he re-engages with your store or receives all emails from the sequence. However, you may also cancel the flow under certain conditions, for example, when the customer purchases a particular product or depending on the country they specify at the check-out page.

Exit conditions


In the Trigger settings, you may also choose not to trigger the sequence for contacts who have already been in this automation. With Order Placed trigger in place, this sequence will be triggered every time the customer places the order.

However, as this automation life cycle is durable, you may leave this option disabled.

Conditional Split

With the Conditional Split block, you may send different messages based on the customer's profile data or on the Segment they are belonging. It might be a country your customer provides at the check-out or the number of the orders he placed.

Learn more about segment-based Split Condition.


As we've already mentioned, setting the right delay is one of the most critical aspects of your Reactivation sequence. You don't want to rush, as it may annoy your customers but you also don't want to be late.

Carefully estimate your business average.

Content of the message

You may add as many blocks with the messages to your sequence as you want, and you are not limited to one channel only. Apart from a regular Email, you may also add an SMS or a Push Notification.

The settings of the block with the message you add will depend on the channel. If you are adding an Email, you will need to specify the Subject Line, Preheader, and Sender's email address. In case it is SMS, you need to add your Sender's name and the content of the message.

What is common for all message blocks is the option to pass non-opted in customers to the next workflow step. By adding a check-mark, you prevent the whole series from being canceled if non-opted-in to some of the channels customers enter the flow. For example, the customer that is not subscribed to the SMS channel will pass to the next stage, receive the Email.

You may also find some recommendations on the Emails content in our Blog:

Customer Reactivation Marketing: Why and How to Do It

The Ultimate Guide to Writing Win Back Email

9 Customer Retention Strategies That Actually Work

Best Practices

Content of the message

We've previously mentioned that the primary intent of the Re-activation automation is to push your customers to another purchase and not just remind of your brand or stay visible. Therefore, this message should be different from the regular newsletters you are sending. But how can we make it different?

  • You can reach out to your customers with a different message, for example, by starting your sequence with SMS.

  • Offer incentives that can be a discount or an exclusive offer.

The Re-activation email, unlike the Abandoned series or the Cross-sell, is not triggered by the external event, therefore sending a regular Email might not be enough. The SMS channel, in this case, may help you attract more attention and retain your email subscribers.

While the right timing and message can catch the eye, the content of the message is what makes your customers purchase. They will be more likely to respond to exclusive incentives that create a sense of urgency. Limited times and quantities, for example, make subscribers feel like they need to act now to benefit from the offer.

Go ahead and create an engaging content of the email, our free templates and design themes will come in handy. Be bold, make it personal, wake your dormant customers up!

Is the Reactivation Automation retroactive?

Yes! After you enable re-activation emails, Omnisend checks the most recent purchases at your store and sends reactivation emails to customers who haven't bought anything from you for a specific period of time. For example today you have set up reactivation series with 3 emails to be sent after 30, 40 and 50 days. If your customer purchased 20 days ago, the first reactivation email would be sent in 10 days from today.

Important! You need to use the Automation preset. If you create a custom sequence and change the trigger to Order is Placed, the resultant series won't be retroactive.

If you still have some questions or need recommendations, feel free to jump on a chat or email us at [email protected]

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