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- Clear inactivity/churn definitions and lookback windows.
- Suppression lists and consent flags available.
- Offer catalog with limits (discounts, extensions, content).
- Define cohorts: dormant, at-risk, churned (with time thresholds).
- Pick primary offer per cohort; set control group for measurement.
- Build sequence: 2–4 messages across email/SMS/in-app with increasing clarity.
- Add stop rules: exit on purchase/reactivation or negative signals.
- Implement frequency caps and channel priorities to avoid overlap.
- Track KPIs: reactivation rate, revenue, incremental lift vs control.
- Cohort sizes match expectations; no suppressed users included.
- Measurable incremental lift over control.
- Low response: improve relevance or adjust offer value.
- Overlap with lifecycle messages: tighten suppressions and priorities.
- Setup: 2–4 hours. Impact: recovers revenue and improves LTV.
