Tomasz
Was a regular, has not bought in months
Once a solid, valuable customer, now long silent, well beyond any normal gap. He is past the At-Risk window: cadence nudges will not cut it. Hibernating customers get one genuinely strong reactivation attempt, then are rested rather than nagged.
- ✓Land one high-impact reactivation, not a drip of nudges
- ✓Lead with the strongest possible reason to return
- ✓If he responds, re-onboard and re-tier
- ✓If not, rest the contact and do not erode the brand
Long-dormant, once valuable
Tomasz's recency is far beyond his old rhythm and his decayed value has fallen. The tree places him in Hibernating, past At-Risk. The strategy switches from catch the lapse to one strong reactivation.
Hibernating · reactivate-or-rest
The strongest reason to come back
One high-impact message built around a genuine event, the seasonal sale, plus a generous, time-boxed offer. This is the single best shot, so it leads with the biggest hook.
It has been a while, and it is a big one
Data models, made tangible · illustrative for demonstration · Fuse Growth Studio
One considered follow-up
A single, spaced follow-up for those who opened but did not buy, then the cadence stops. No relentless chasing.
Your 20 percent is still here
Tomasz, your welcome-back offer expires tomorrow. One tap and it is applied to your basket.
Welcome back, or rest
If Tomasz buys, he becomes Reactivated and re-enters onboarding to rebuild a habit. If he does not, he moves to a low-frequency rested state, respected, not nagged.
Two clean outcomes