Every loyalty program has members who drift away. Inactivity doesn’t always mean indifference; it could be timing, shifting needs, or simply a consumer’s attention pulled elsewhere. Re-engaging dormant members is often more cost-effective than acquiring new ones, but it takes more than another coupon to reignite interest.
Here are nine strategies CPG brands can use to wake up sleeping members and bring them back into the fold.
Targeted incentives timed to inactivity windows.
Deliver bonus points, discounts, or a “we miss you” offer once a member has been inactive for 60–90 days. Track reactivation rates and repeat behavior to judge effectiveness.
Win-back offers, such as targeted emails, significantly outperform standard promotional efforts. These campaigns see an average open rate of 29% compared to the 21.5% benchmark, and their conversion rates can be up to 460% higher than typical promotions. Automated win-back emails in particular deliver impressive results, with open rates of 42.5%, click-through rates of 18.3%, and conversion rates of 10.3%. This demonstrates how well-crafted win-back offers can re-engage lapsed customers and drive meaningful action.
Measure success by looking at the share of dormant members who return after receiving a win-back offer, the revenue they generate in the first 30 - 90 days, and how often they go on to purchase again.
Sometimes members just need a reminder.
Use past purchase or receipt data to nudge replenishment (e.g., “Running low on your favorite snack?”). Trigger communications based on typical consumption cycles and measure uplift in conversion.
Personalized product nudges cut through the noise by delivering exactly what a customer needs at the moment they are most likely to need it. Rather than generic promotions, these nudges are timely and relevant. This level of relevance not only feels helpful to the customer but can also lift revenue by 10 - 15%. When applied effectively, nudges drive higher engagement, faster repurchases, and stronger customer loyalty.
Measure effectiveness by tracking how often customers act on the personalized nudge, whether it increases order value, and if it shortens the time to repurchase. Over time, look at the impact of these nudges on overall customer spend and retention.
Scarcity creates urgency. Urgency drives action.
Offer a reward or benefit only available to dormant members for a short window. Track open rates, redemption, and whether urgency translates into sustained activity afterward.
Time-sensitive, exclusive offers create a clear incentive for customers to act, tapping into urgency and scarcity without relying on heavy promotion. Studies show this approach can boost conversion rates by 20-50%, highlighting its effectiveness in re-engaging dormant members and driving measurable results quickly.
Measure how many inactive members take up the exclusive offer, how much it improves conversions over standard promotions, and whether it encourages them to buy again.
Appeal to status psychology.
Let members know they’re close to keeping or regaining their tier. Provide a clear action path and highlight what they stand to lose if they lapse. Monitor upgrade/retention rates for impact.
Tiered loyalty programs effectively engage customers by offering escalating rewards and status, motivating them to maintain or elevate their membership level. Research indicates that businesses with tiered loyalty programs reported a 1.8 times higher ROI compared to those without tiers, underscoring the effectiveness of tier-based structures in driving customer retention and profitability.
Track the percentage of members who retain or regain their tier after the campaign, compare revenue from these members before and after the campaign, and monitor whether at-risk members remain engaged or churn.
Sometimes the best way to win back a member is to ask what went wrong.
Send a quick pulse survey to inactive members (“Why haven’t you engaged?”) and pair their feedback with a tailored incentive. The response both re-opens the channel and gives insights for program improvement.
Survey-and-reengage campaigns work because they give dormant members a voice and make them feel heard. By asking why they dropped off and following up with a relevant incentive, brands signal that they value the customer’s input, which strengthens trust and increases the likelihood of reactivation. Research shows that companies with active feedback loops grow 41% faster, demonstrating that listening and responding to customers directly drives engagement and retention.
Look at how many dormant members respond to the survey, how many of those return compared with non-respondents, and whether acting on the feedback improves overall retention.
Re-entry can be more engaging when it feels like play.
Launch short-term challenges (“Make two purchases in 30 days for bonus rewards”) to add novelty. Track challenge completion rates and whether activity continues beyond the game window.
Gamified challenges transform routine interactions into engaging experiences by tapping into customers’ intrinsic motivation. Studies have shown that gamification can increase customer engagement by up to 47% and brand loyalty by 22%. By introducing elements like point systems, badges, and leaderboards, brands create a sense of achievement and progression, which encourages customers to participate more actively and frequently. This heightened engagement often leads to improved retention rates, as customers feel more connected and invested in the brand.
Measure success by tracking challenge participation, goal completion rates, and the impact on retention and repeat purchases compared with non-participants.
Not every touchpoint has to be transactional.
Share recipes, tips, seasonal inspiration, or community stories. For CPG, content that ties to everyday routines can re-spark relevance. Engagement with content becomes a leading indicator of re-entry.
Content marketing reignites dormant members by giving them value they care about - tips, recipes, or seasonal ideas that fit their interests. It drives three times as many leads as traditional outbound marketing while costing 62% less, proving that relevant, helpful content is far more persuasive. By offering real value, brands rebuild trust, strengthen emotional connection, and motivate members to return and engage.
Look at how many dormant members engage with the content, how many return or make a purchase afterward, and how the content directly influences these actions. This shows not just immediate engagement but also how effectively the content drives reactivation and retention.
Introduce freshness through partnerships.
Collaborate with complementary brands to create bundled promotions or cross-rewards. Members who disengaged from one program may re-engage when offered a broader value set. Measure uptake by partner source.
Partner cross-promotions succeed because they leverage the audience and credibility of a complementary brand, exposing your offers to people who are more likely to be interested. This trusted introduction makes the promotion feel relevant and credible, increasing the chances that dormant members will re-engage. Additionally, collaborating with another brand creates a sense of exclusivity or added value for the customer, making the offer more enticing. These factors combine to drive higher engagement, reactivation, and an average 23% increase in customer acquisition.
Evaluate partner cross-promotions by tracking the number of dormant members or potential new customers reached, how many engaged with the offer, and how many reactivated or made a purchase afterward. Compare these results to similar in-house campaigns to see the incremental impact, and measure cost efficiency through metrics like cost per acquisition or return on marketing spend.
Celebrate the return.
Acknowledge members who re-engage after dormancy with extra recognition, whether private (bonus points, thank-you message) or public (spotlight stories). Track whether recognition increases long-term stickiness.
Reactivation milestones work because they make returning members feel recognized and valued, which strengthens their emotional connection to the brand. By personalizing the interaction through a welcome-back message, bonus, or special note, brands signal appreciation and attention. This recognition encourages members to engage more, repurchase, and stay loyal, which is reflected in research showing a 15% increase in overall customer satisfaction when such milestones are acknowledged.
Look at how many returning members take action after receiving a milestone, whether they continue to engage or make repeat purchases, and how this recognition affects their overall lifetime value compared with members who weren’t acknowledged.
Q: Can re-engagement efforts improve overall loyalty program performance?
A: Absolutely. Successfully reactivating dormant members not only boosts immediate revenue but also strengthens long-term engagement. Insights from re-engagement campaigns can inform program improvements, refine communication strategies, and enhance the value perceived by all members.
Q: How and when should brands reach out to dormant members?
A: Timing is critical. The highest reactivation rates occur within 60–90 days of inactivity. Early, well-targeted outreach - paired with personalized incentives, relevant content, or interactive experiences - keeps your brand top of mind and maximizes the chances of bringing members back.
Q: How can brands prevent members from becoming dormant in the first place?
A: Proactive engagement is key. Brands can maintain attention by using personalized messaging, timely product reminders, and relevant content. Segment members by activity patterns to tailor communications, blend digital and in-store experiences, and offer relevant, timely rewards. These strategies reduce the risk of dormancy and keep members actively engaged.
Q: What are common pitfalls to avoid when re-engaging dormant members?
A: Brands should watch out for:
Looking to re-engage your dormant loyalty members? Talk to our team and learn how Snipp can help you turn inactivity into renewed loyalty.