Members who stopped opening emails: how many are still visiting?
What the answer looks like
Illustrative output on sample data
Illustrative example: how Lexi answers this for a sandwich chain with 38 locations. It finds members with no email open or click in 120 days who are still subscribed, then checks their visits in POS and the app.
- Email-dormant members: 46,000
- Visited in the last 60 days: 21,000
- Visited 61 to 120 days ago: 9,000
- No visit in 120 days: 16,000
What the data shows
Almost two-thirds of email-dormant members have visited in the last four months.
What it means
Treating them all as lapsed would send winback offers to 30,000 active members. Most of them use the app, where push notifications reach them.
What to do
Send winback offers only to the 16,000 who stopped visiting, and switch app users to push notifications.
Want me to push the three groups to Braze and Klaviyo?
Why it matters
A member who ignores email is not always a lost member. Many still visit, they just stopped reading. Checking visits for email-dormant members stops you sending winback discounts to active guests, and shows who needs a different channel to stay in touch.
Frequently asked questions
Does a member who stops opening emails stop visiting?
Often not. Many members keep visiting but stop reading marketing email, especially if they use an app or visit out of habit. Check their visits before treating them as lapsed, so active guests do not receive winback discounts they do not need.
How should restaurants reach members who ignore email?
Use the channel they still respond to. App push notifications, SMS or in-venue messages can reach members who have tuned out email. Suppress them from frequent emails, which protects your sender reputation and keeps the list healthy.
When should an email-dormant member get a winback offer?
Only when they have also stopped visiting. Match email activity to visits first. Members who are dormant in both are the true winback group, and they may respond better to SMS or paid social than to another email.