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. Re-activation automation identifies those customers and re-engages with them. You can set up your reactivation email or series to be sent within a specific period from the last purchase. It belongs to automated emails’ family and can be sent by all users that have Omnisend Trial, Standard, Pro and Enterprise plans.


Should I send one re-activation email or a series of them?

The re-activation workflow is more effective when you send a set of three emails instead of one. You have more chances to be noticed in your customers’ inboxes, as well as guess the incentive they want: either it is free shipping, or discount, etc.


What is the right timing for re-activation emails?

The re-activation email should reflect your customer’s buying cycle and be sent just after the cycle ends.

If you sell clothing, shoes, accessories, etc. reactivation emails should be sent 30-90 days after the customer becomes inactive, but no later than 180 days. However, a different timing may be required for vendors selling other products (e.g., household appliances).

Setup process

Setting up the Reactivation workflow is simple. First and foremost you need to follow a couple of standard steps: trigger, delay, email, end of the workflow. See the info below for Customer Reactivation setup or jump to a video on creating the workflow or its editing process.


By default, this workflow is triggered by a placed order, but feel free to edit the trigger settings if needed. Please remember, that on various e-commerce platforms a different order status is required to trigger the recovery email.

For Shopify stores, the order status has to be “paid”. When the order status becomes “paid,” customer's email address is added to the workflow, and the email is sent according to the timing you set up.

In BigCommerce stores, the order status can be one of the following:

  • "Shipped",
  • "Partially Shipped",
  • "Awaiting Pickup",
  • "Awaiting Shipment",
  • "Completed",
  • "Awaiting Fulfillment".

Edit audience settings to trigger your automation for the specific audience only, more about creating a segment here


At this step you can choose the delay of email sent - the time Omnisend will wait from the trigger to the actual sending the email. The default delay (30 days) is fully customizable; you can regulate:

  • minutes, 
  • hours,
  • days, 
  • weeks,
  • months. 

Important: the delays will always be counted starting from the end of the previous event, not from the trigger. 

In case you decide to change the delay rules when some customers have not exited the workflow and are yet to receive their reactivation emails, you can:

  • discontinue the current sequences under the old rules, which would remove all customers left in the workflow and start triggering new emails under the new rules;
  • complete the current sequences according to the old rules, which would finish sending the emails with old rules to all customers that are currently in the workflow.


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!

End of workflow

When the customer receives all emails or when they make a purchase, they exit the workflow. Such clients are calculated and the total is provided at the End of workflow box.

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.

What should I say in this email?

Treat and attract your customers with free shipping, personal discounts, a special gift, etc. Highlight what is new in the store. Check out our tips and tricks here.

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