Dispensary customer segment · Customer activity
Dispensary win-back campaigns for customers gone 60+ days
Win back the customers who have been gone two months
The No purchase in 60+ days segment in Sticky Cards includes every dispensary customer with no completed purchase in the last 60 days.
The second win-back window. The habit has broken here, so the message has to work harder than it did at 30 days.
What is the No purchase in 60+ days segment?
Everyone here bought from you at least once and has not been back in 60 days or more. Two months is long enough that whatever routine brought them in has been replaced by something else, and often by another store.
This segment is cumulative and sits inside the 30-day one: everyone here is also in No purchase in 30+ days. That changes the job rather than the audience. At 30 days you are reminding someone of a habit they still have. At 60 you are asking them to start one again, which costs more and works less often. Expect a lower return, plan for it, and do not read it as a failed campaign.
It is also the last window where most stores still have a real shot. Past this point you are usually paying to reach people who have moved, quit, or settled somewhere else, and the honest thing is to spend that budget on the customers still in front of you.
How Sticky Cards builds this segment
- Category
- Customer activity
- Membership
- Dynamic, recalculated from your POS
- Find it in the app
- Customers > Segments > Customer Activity
Look at the Push row first here, because it is the one send that costs you nothing and these customers are the least likely to justify a paid one. Anyone still holding a Sticky Card from two months ago has left a door open. The SMS row is worth spending on, but spend it once and spend it well rather than across three attempts.
What should a dispensary send to customers gone two months?
The real offerSMS
The one list where a genuine discount earns its keep. At 30 days a reminder was enough. At 60 you need to give someone a reason to change their plans, and a soft message will not do it.
The what-has-changed emailEmail
Two months is enough time for the store to actually be different. New range, new hours, a refit. That is news to this reader in a way it is not to a regular.
The points-expiry reminderPush and Email
If they are sitting on a balance, that balance is your best argument and it costs you nothing to mention. Push carries it for free; email gives you room to say what it is worth.
The last send before you stopEmail
One clear message, then take them out of the rotation. Continuing to mail someone who has ignored four campaigns costs you deliverability and tells you nothing new.
Ideas to try
The two-step win-back play
Build it in Play Designer on entry to this segment. A free push first, then a text with a real offer five days later if they have not come in. Anyone who buys exits. Keeping the paid step second means you only pay for the customers the free one could not move.
Sample subject line
Your points are still on your card
The points-balance text
Run it to the customers on this list who are holding a balance. You are not offering a discount, you are reminding them about money they already have, which is a better argument and a cheaper one.
Sample text
You have a balance waiting on your card. Show it at the counter next time you are nearby. Reply STOP to end.
The lapsed-regular rescue
Cross this segment with Repeat. Someone who used to come in often and has now been gone two months is worth a personal-sounding message and a better offer than the rest of the list gets.
Sample subject line
You used to be in most weeks
The quiet retirement
Not a campaign. Decide in advance how many win-back attempts a customer gets, and after the last one stop sending. It protects your email reputation and it stops you paying for the same non-answer every month.
Sample subject line
No subject line: this one is a decision, not a send
Related segments to pair it with
- No purchase in 30+ daysThe earlier and cheaper window. Run that one first and run it well, and this list will be smaller every month as a result.
- Repeat customer (2+ purchases)Cross the two to find lapsed regulars. These are the most recoverable customers on the list and the ones worth your best offer.
- Never Redeemed RewardCross them to find people sitting on points they have never used. That balance is a reason to come back that costs you nothing to point out.
- Last purchase 31-60 daysDon’t send toSet this as your exclusion. It is the inverse of this segment and it catches anyone who has quietly come back since you built the list.
What to measure
Judge this list on recovered revenue against the cost of the send, not on response rate, because the rate will always look poor next to an active list and that comparison will talk you out of a campaign that pays. Count how many people move onto Last purchase 8-30 days in the month after. Then track what those customers do next: a win-back that brings someone in once and never again has not actually worked.
Questions we get
How is this different from the 30-day version?
At 30 days the habit is still there and a reminder is often enough. At 60 days it has broken, so you need a stronger reason and you should expect fewer people to act on it.
Should I offer a bigger discount here?
Usually yes, and this is the list to spend it on. These customers are not coming back for a small nudge, and the alternative is losing them entirely. Just make sure your 30-day campaign is running first, or you are training people to wait two months for the better offer.
When should I stop sending to someone?
Decide the number in advance and hold to it. Continuing to email a customer who has ignored several campaigns hurts your deliverability for everyone else on your list and rarely changes their mind.
See this segment running on your own customers
We connect your POS, build the list from your own orders, and walk you through the first campaign on it.
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