We divided all existing customers into segments based on their recent purchase date (recency). The recency rule is simple. The more days that have passed since the last purchase, the less likely the customer is to return.
Here's the segments' strategy:
Active customers are likely to return; no need for reactivation. Save time and margin.
Good customers are less likely to return; offer deals if aggressive.
Sleeping customers are at risk of churning; best for reactivation deals.
Churned customers are already churned; avoid further engagement.