You may not believe it, but your brand has its own version of ghosts – customers who once loved you, engaged deeply, maybe even raved about you to their friends… and then quietly vanished.
At Como, we see these “ghost customers” not as lost causes, but as “sleeping souls” – ones with potential, if you reignite the spark. In this guide, we’ll walk you through how to identify, understand, and resurrect these dormant customers using data, automation, and smart incentives.
Why Ghost Customers Matter More Than You Think
1. High ROI potential: Study by Customer Marketing Alliance shows that retaining or reactivating existing customers is far more cost-efficient than acquiring brand-new ones. Closing a sale with existing customers has a 60-70% success rate, versus -5% for new ones.
If you can win back just a small fraction of your dormant list, the uplift to revenue can be significant.
2. Revenue you’ve already earned trust for: These customers already know you, have interacted with your brand before, and (in many cases) liked you enough to purchase. You don’t have to convince them from scratch.
3. It’s easier than starting from zero: According to Monetizely, in customer reactivation research, average reactivation rates for churned users often fall between 3-7%, while “high performers” reach 7-15%+.
With the right strategy, you can push your reactivation performance into the high zone.
4. A chance to learn and adapt: When customers drop off, there are hidden signals in their behavior. Re-engagement campaigns let you test messages, incentives, and timing and refine your understanding of why people lapsed in the first place.
Step 1: Identify Your Ghosts – Who Are They?
Before you resurrect anyone, you must first map out who’s truly “ghosted.” This is where Como’s data & segmentation power becomes essential.
Key dimensions to consider:
| Signal | What It Indicates | Como Tools You Can Use |
| Time since last purchase / visit | How long someone has been inactive | Use purchase history in Como’s dashboards aka “Days Since Last Visit” |
| Decline in interaction with your messages (emails, push opens) | They’re not even engaging, not just dormant | Track email / push metrics via All Dashboards feature, Data Explorer or Scheduled Reports |
| Behavioral drop-off | They visited but didn’t buy, or browsed less in-store or online | Use Como’s Item Affinity across POS, app, web (helps with identifying combination items) |
| Customer value tier | High spenders may demand different treatment | Segment by spend or loyalty tier in Como. RFM is effective in such cases to identify frequent buyers |
Segment your inactive customers into groups such as:
“Recently ghosted” (e.g. 30–60 days of silence)
“Long-silent” (3+ months)
“High-value ghosts” (spent above a threshold in the past)
“Low-touch ghosts” (occasional buyers who slipped)
This way, your reactivation tactics can be more personalized and effective.
Step 2: Craft the Resurrection Spell with Messaging & Incentives
Ghosts are fickle. A generic “We miss you” won’t always cut it. You need messages and offers that feel personal, relevant, and hard to ignore.
Messaging approaches:
“We Miss You, [Name]”
A gentle, human tone can work well. Example: “It’s been a little quiet without you. Here’s a small gift to welcome you back.”
“What Went Wrong?”
This is more of a feedback request. Ask a one-question survey: “Was it price? Product? Service? We want to make it right.” Even if they don’t return immediately, you gain insights.
“Surprise Redemption”
Offer a limited-time credit / voucher / freebie tailored to their past behavior.
“New & Improved” angle
If your product lineup, service, or experience improved, frame it as “You’ve got to see what’s new.”
“Secret Offer, Just for You”
A “members-only” or “private link” deal can evoke curiosity.
Incentives, but smart ones:
Percentage or fixed-value discounts
BOGO (“Buy one, get one”) deals
Free shipping or bonus reward points
Tier-based or loyalty multiplier (e.g., “earn 2× points on your next purchase”)
Access to an exclusive or early-release item
The key: structure offers so you don’t erode margin. For example, for a high-value ghost, you might offer 10% + bonus points instead of 50% off.
Step 3: Automate the Ritual – Timing & Sequences
Timing is everything. If you wait too long, your ghost becomes a permanent ghost. Scientifically, reactivation efforts within 30 days of churn tend to outperform ones launched later.
Como’s automation & campaign engine makes setting up these sequences painless. Because your segments and triggers are powered by real-time data, you can react immediately when someone lapses.
Step 4: Channel Casting – Use Every Wand in Your Arsenal
Don’t limit yourself to email alone. A multi-channel approach helps you reach people where they are.
Email: Still a powerhouse. Como supports segmentation, A/B testing, and email templates to make reactivation campaigns more compelling.
Push / In-app notifications: For users who still have your mobile app installed
Web Notifications: For users who use the Customer Portal
SMS / Text: High open rates ensure your message is seen
Retargeting / Paid Ads: Use your inactive list to seed ad audiences
Social: Use custom audiences (e.g. Facebook / Instagram) to re-engage
Offline channels (if applicable): In-store signage, direct mail, phone outreach
Because Como centralizes your customer data (across POS, web, mobile), you can orchestrate cross-channel campaigns that feel consistent and intelligent.
Step 5: Measure, Learn, and Refine
Resurrection isn’t a one-and-done event. You need to track results, iterate, and get smarter over time.
💡 Bonus Tip: Let Comilia AI Do the Heavy Lifting
This is where Comilia AI becomes a real game-changer. It automatically calculates each customer’s next 7-day visit probability, helping you identify who’s most likely to stay silent. From there, you can set up campaigns that target the lowest-probability customers first, giving them that timely nudge before they disappear for good.
Final Thoughts: Don’t Let Your Ghosts Haunt You
Ghost customers don’t have to be permanent. With the right combination of data, personalization, automation, and smart incentives, you can resurrect the silence into renewed engagement. At Como, we believe every dormant customer holds a story, sometimes they just need a nudge, a reminder, a reason to return.
So, don’t call Ghostbusters, reach out to your CSM instead!
