# Lapsed customers nobody emails

> Lapsed buyers often go unemailed because no win-back flow exists. Connect Shopify and Klaviyo to Claude and ask how many buyers have not ordered in six months, how many are still subscribed, and whether any flow targets them. Then build a win-back flow and hold back a small random slice to measure what it adds.

Type: Leak (something broke or wastes money)
Run it: Monthly
Source: https://gooseworks.ai/playbooks/lapsed-customers-no-win-back-email

## 1. Connect

Give your AI assistant read-only access to Shopify and Klaviyo.

## 2. Ask

```text
How many customers bought at least once but haven't ordered in 6 months? How many of them are still subscribed to email? Is any flow or campaign aimed at them? Show the size of the group and what a 2% return rate would be worth at my average order value.
```

## 3. Act

Set up a win-back flow. Hold back a small random slice so you can count what it really added.

## Steps

1. Connect Shopify and Klaviyo to Claude read-only, through a connector or MCP server if available, or upload a Shopify customer export and a Klaviyo list of flows.
2. Run the prompt to size the lapsed group, see who is still subscribed, and estimate what a small return rate is worth.
3. Count only customers who are still opted in to email.
4. Build a win-back flow, and hold back a small random slice who do not get it.
5. Re-run monthly and compare the flow's group with the held-back slice.

## What it tends to find

1,800 past buyers hadn't ordered in 6 months. None got a win-back email. (Illustrative example, not a result from a named store.)

## Watch out

Count only people who are still opted in, and measure against the held-back slice.

## FAQ

### How long before a customer counts as lapsed?

The playbook uses six months without an order. Adjust that to how often people normally rebuy what you sell. A product people use up quickly may need a shorter window.

### Why hold back a slice of customers?

Some lapsed buyers would come back anyway. A small random group that gets no win-back email shows how many return on their own, so you can count what the flow really added.

### Can another AI assistant do this?

Yes. Any assistant that can read your Shopify customers and Klaviyo flows, such as ChatGPT, Grok or Muse, can answer the same prompt. Exported files work if it has no live connection.

### What should a win-back email say?

Remind them what they bought, show what is new or related, and give one clear reason to come back. A discount is optional, so try a version without one first and compare.