Guide
Reactivation flows that actually work in 2026
Sending 'we miss you' every 90 days is a tax on your list. Here's what a signal-driven reactivation flow looks like instead.
PM
Priya Malhotra
Head of Marketing Science · April 28, 2026 · 7 min read
Retention
The classic reactivation flow was built for an era when your only signal was 'no purchase in N days.' Modern brands have thousands of signals, and can build reactivation that meets customers where they actually are.
The four windows
- Silent: engaged in the last 60 days, no purchase yet
- Cooling: a drop in event frequency vs. their own baseline
- Dormant: 60-120 days silent, still on the list
- Gone: 120+ days, deliverability at risk
Each window gets a different message, a different offer, and a different cadence. Sophei routes customers automatically as their signals shift.
Keep reading
Start free
Ready to market with intelligence?
Join hundreds of brand teams turning customer behavior into campaigns their audience actually wants. Setup in under 24 hours.