Reactivation is a retention marketing strategy, where the brand tries to reconnect with an idle customer and win them back. It taps into the pool of existing customers who have not ordered anything in a while – and can be quite effective in generating some extra sales without a marketing budget.

Reactivation can be done as a sporadic, one-off campaign or regularly with email automation. You can set up a reactivating email to go out to customers who pass the average time between orders by a lot without placing an order.