Re-Engagement Automation
A strategic approach for reactivating latent users and maximizing customer lifetime value through targeted messaging.
I identified an opportunity to re-engage lapsed winter customers as Rossignol introduced its trail-running and spring/summer range. I developed the reactivation strategy, defined the audience and journey logic, and built a two-email automation in Salesforce Marketing Cloud—from the initial brand reintroduction to a targeted incentive for customers who didn't convert. I also monitored performance and used engagement behavior to ensure the program supported both conversion and longer-term customer lifetime value.
Winter buyers are unaware of the new trail running and spring/summer range.
Lapsed customers convert at significantly higher rates than new shoppers, up to 9× higher.
A structured two-email automation: reintroduce the brand, then offer a compelling incentive for non-converters.
 Email 1:
€ 11,232.06 revenue | 65 ordersÂ
(from 3/19/25Â to 8/4/26)
 Email 2:
€26,363.74 revenue | 124 ordersÂ
(from 3/19/25Â to 8/4/26)
Email 1
Triggers when contact reaches 180+ days with no follow-up purchase
The first email in the series. The audience is built with a daily SQL query in SFMC that finds customers who haven't purchased in 180+ days. Many may not know about our new winter offerings, so this email lightly reintroduces the collection with a general overview.
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It leads with no offer to encourage full-price purchases before introducing any discount.
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Email 2
Triggers if no purchase from Email 1 within +7 days
This email is similar to past versions, refreshed with new imagery and seasonal products. It goes only to customers who didn’t click the first email. It features personalized content selection and a discount code, using first-name personalization for a more personal touch.
New this winter (26/27)
Email 3
A new addition to the FW26/27 journey. This email goes only to customers who still haven't purchased.
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It pairs last-chance code messaging with Einstein-powered new arrival recommendations, localized by country, and adds footer messaging that invites customers to update their preferences or unsubscribe. The goal is to re-engage dormant customers and encourage preference updates, so each customer receives more tailored communications.
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