What Steps Do I Need To Take To Identify At-Risk Customers Who Haven’t Made A Purchase Recently?

Identifying at-risk customers who haven’t made a purchase recently can help you target them with re-engagement campaigns and special offers. Here’s how you can do it on several popular email marketing platforms:

Using Mailchimp

1. Log in to Mailchimp:
   • Access your Mailchimp account.
2. Navigate to Audience:
   • Go to the “Audience” section.
3. Create a New Segment:
   • Click on “Segments” and then “Create a Segment”.
4. Set Purchase Criteria:
   • Choose “Purchase Activity” from the criteria options.
   • Set the criteria to “Date of last purchase” is more than a specific number of days ago (e.g., 60 or 90 days).
5. Add Additional Filters if Necessary:
   • If you want to narrow down further, add more conditions based on other customer properties.
6. Name and Save the Segment:
   • Name the segment something like “At-Risk Customers” or “Inactive Buyers”.
   • Save the segment.

Using Klaviyo

1. Log in to Klaviyo:
   • Access your Klaviyo account.
2. Navigate to Lists & Segments:
   • Go to “Lists & Segments” from the dashboard.
3. Create a New Segment:
   • Click on “Create List / Segment” and select “Segment”.
4. Define Purchase Criteria:
   • Choose “What someone has done” and then select “Placed Order”.
   • Set the condition to “Placed Order” zero times in the last specific number of days (e.g., 60 or 90 days).
5. Add Additional Conditions if Needed:
   • Add more conditions if you need to further refine the segment.
6. Name and Save the Segment:
   • Provide a name like “At-Risk Customers” or “Dormant Buyers” and save it.

Using ActiveCampaign

1. Log in to ActiveCampaign:
   • Access your ActiveCampaign account.
2. Go to Contacts:
   • Navigate to the “Contacts” section.
3. Create a New Segment:
   • Click on “Manage Tags & Segments” and then “Add a New Segment”.
4. Set Purchase Conditions:
   • Choose “E-commerce” > “Has not made a purchase”.
   • Set the condition where the last purchase date is older than a specific number of days (e.g., 60 or 90 days).
5. Add Additional Filters if Needed:
   • Add more conditions to further refine the segment.
6. Name and Save the Segment:
   • Name the segment something like “At-Risk Customers” or “Inactive Buyers” and save it.

Using HubSpot

1. Log in to HubSpot:
   • Access your HubSpot account.
2. Navigate to Lists:
   • Go to “Contacts” and then “Lists”.
3. Create a New List:
   • Click on “Create List”.
4. Define Purchase Criteria:
   • Choose “Contact Property” and select a property related to purchase activity.
   • Set the criteria where “Last Purchase Date” is more than a specific number of days ago (e.g., 60 or 90 days).
5. Add Additional Filters if Necessary:
   • Add more conditions to narrow down the segment if needed.
6. Name and Save the List:
   • Name the list something like “At-Risk Customers” or “Inactive Buyers” and save it.

General Steps for Any Platform

1. Ensure Purchase Data is Up-to-Date:
   • Make sure the purchase data is correctly recorded in your customer profiles.
2. Create a Custom Field if Necessary:
   • If your platform doesn’t have the purchase data field by default, create a custom field to capture this information.
3. Segment Based on Last Purchase Date:
   • Use the segmentation tools provided by your platform to create segments based on the last purchase date.

Final Thoughts

Regularly updating and reviewing your segments ensures they remain relevant. Targeting at-risk customers with re-engagement campaigns can help revive their interest and encourage them to make a purchase. If you need more detailed instructions for a specific platform, feel free to ask!