An account is considered lapsed after 60 days with no login, triggering a 3-stage win-back sequence over the following 30 days: a Day 60 personalized "we've missed you" digest, a Day 75 reminder of saved items with no sales pitch, and a Day 90 preference check that offers to reduce email frequency or unsubscribe. Accounts that don't re-engage by Day 90 are moved to a quarterly-only cadence rather than continuing regular sends indefinitely.
At a glance
| Stage | Day | Content |
|---|---|---|
| 1 | 60 | Personalized digest of what changed since last visit |
| 2 | 75 | Reminder of saved vehicles/searches, no discount pitch |
| 3 | 90 | Preference check: reduce frequency, unsubscribe, or stay |
| Sunset | 90+ | Moved to quarterly-only cadence if no response |
What counts as lapsed
An account is flagged lapsed after 60 consecutive days without a login, not after a single missed week — the threshold is set deliberately high to avoid treating a normal gap in car shopping as disengagement.
The three stages
- Day 60. A digest built from your account's actual history — price changes on saved vehicles, new reviews for followed models — framed as an update, not a sales pitch.
- Day 75. A simple reminder of what's still saved in My Garage, with no discount or urgency language attached.
- Day 90. A direct preference check: reduce to a lower-frequency cadence, unsubscribe from marketing entirely, or take no action and continue as-is.
The sunset policy
Accounts that don't respond to any of the three stages by Day 90 are automatically moved to a quarterly-only communication cadence rather than continuing normal-frequency sends to an inbox that's clearly not engaging. This protects deliverability for the whole platform and respects a lapsed user's likely lack of interest without requiring them to take action.
What this campaign never does
- Never uses fabricated urgency ("last chance," fake expiring discounts).
- Never re-sends the same offer more than once in the sequence.
- Fully suppresses anyone who's unsubscribed at any point — those accounts never enter this flow at all, per CAN-SPAM unsubscribe rules.
Logging back in at any point during the sequence — even just to browse — resets the lapsed clock and stops the remaining stages from sending.
Frequently asked questions
How long before I'm considered a lapsed user?
Will I be sent discount offers to come back?
What happens if I never respond to the win-back emails?
Does logging in stop the sequence?
Will unsubscribed users get these emails?
Sources & further reading
- FTC — CAN-SPAM Act Compliance Guide for Business
- Nielsen Norman Group — The Dangers of Overpersonalization
Figures, prices and policy details were current at the last-updated date above. Automotive pricing, incentives and regulations change frequently — verify time-sensitive details with the linked primary sources. Read our editorial policy and fact-checking standards.
