> For the complete documentation index, see [llms.txt](https://docs.rafflex.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.rafflex.io/downloads-and-reports/downloads/inactive-customers-report.md).

# Inactive Customers Report

Find customers who used to buy from you but have not ordered recently, see how long they have been away, and use the risk level to plan who to win back first.

***

The Inactive Customers report lists customers who have bought from you before but have not placed an order for a while. For each customer it shows when they last bought, how many days they have been away, how much they have spent with you in the past, and a **Risk Level** that tells you how likely you are to lose them for good.

Use it to plan a [re-engagement campaign](/marketing/sms-and-email.md), for example an email or SMS with a new competition or a discount code, aimed at the people most worth winning back.

***

### How to Generate the Inactive Customers Report

1. Log in to your admin panel.
2. Click **Analytics** in the left-hand menu.
3. At the top of the Analytics page, click **Download Reports**. This opens the Downloads page.
4. Click **Generate Report**.
5. Choose **Inactive Customers** from the list.
6. Choose an **Inactivity Threshold** and a **Minimum Previous Orders** setting (both explained below).
7. Click **Submit**.

You will see a **Download Started** message. The report is built in the background and you will receive an email when it is ready. You can also stay on the Downloads page and watch the **Status** column. When it shows complete, click **Download** on that row to save the CSV file.

{% hint style="info" %}
In your downloads list and in the "ready" email, this report is called **Inactive customers**.
{% endhint %}

{% hint style="info" %}
**Cannot see Download Reports?** If you do not see the Download Reports button on Analytics, contact Rafflex support. If you are a staff member and cannot see **Analytics** at all, your account may have the **Restrict Financials** restriction. See [Staff Accounts and Access](/managing-your-site/customers/staff-accounts-and-access.md).
{% endhint %}

***

### Filters

This report does not have a date range. Instead, it looks at every customer's full order history and checks how long it has been since their last completed order.

#### Inactivity Threshold

How long a customer must have gone without buying to be included. Choose from **5 days**, **30 days**, **60 days** (the default), **90 days** or **180 days**.

For example, with **60 days** the report includes customers whose most recent completed order was more than 60 days ago. Anyone who has bought within the last 60 days is left out.

#### Minimum Previous Orders

How many completed orders a customer must have placed in the past to be included. Choose from **1 order**, **2 orders** (the default), **3 orders** or **5 orders**.

{% hint style="info" %}
Raising the minimum helps you focus on customers who have a real history with your site, rather than one time buyers who may never have planned to return. Choose **1 order** if you want to include everyone who has ever bought from you.
{% endhint %}

{% hint style="success" %}
**Which settings should I pick?**

* **Spot customers drifting away early:** 30 days and 2 orders.
* **A standard win back campaign:** 60 days and 2 orders (the defaults).
* **Your most loyal lapsed customers:** 90 days and 5 orders.
* **A last try before they are gone for good:** 180 days and 1 order.
  {% endhint %}

***

### What's Included

Each row is one inactive customer. Customers who lapsed most recently appear at the top, and the longest lapsed customers are at the bottom.

| Column                           | What it shows                                           |
| -------------------------------- | ------------------------------------------------------- |
| **Customer ID**                  | The customer's account number on your site.             |
| **Name**                         | The first name on the customer's account.               |
| **Email**                        | The email address they log in with.                     |
| **Phone**                        | The phone number on their account, if they have one.    |
| **Last Purchase Date**           | The date and time of their most recent completed order. |
| **Days Inactive**                | The number of whole days since that order.              |
| **Total Historical Orders**      | How many completed orders they have placed in total.    |
| **Total Historical Revenue (£)** | The total value of those completed orders.              |
| **Average Order Value (£)**      | Their average completed order value.                    |
| **Risk Level**                   | How at risk this customer is (see below).               |

Money columns in this report are plain numbers without a £ sign (for example **40.00** rather than **£40.00**), which makes them easy to sort and add up in a spreadsheet.

Only completed orders count. A customer whose only recent order failed or was abandoned will still show as inactive.

{% hint style="info" %}
Revenue figures in this report are based on each order's total. When an order was paid partly with site credit and partly by card, only the card part is included, so the figures can be a little lower than the spend shown in the [Customer Value Report](/downloads-and-reports/downloads/customer-value-report.md).
{% endhint %}

***

### Risk Levels

The **Risk Level** is based on the customer's **Days Inactive**, not on the threshold you picked.

| Risk Level   | Days since their last completed order | What it suggests                                                            |
| ------------ | ------------------------------------- | --------------------------------------------------------------------------- |
| **Critical** | 180 days or more                      | Very likely lost. Worth a strong offer if you want them back.               |
| **High**     | 90 to 179 days                        | Drifting away. A good time for a personal "we miss you" message.            |
| **Medium**   | 60 to 89 days                         | Starting to lapse. A reminder about your latest competitions may be enough. |
| **Low**      | Fewer than 60 days                    | Recently quiet. Often just between competitions.                            |

{% hint style="info" %}
**Why do I not see any Low or Medium customers?** Because the report only includes people who have been away for longer than your threshold. **Low** only appears when you choose a 5 or 30 day threshold. **Medium** only appears when your threshold is 60 days or fewer. With a 180 day threshold, everyone will be **Critical**.
{% endhint %}

***

### Turning the Report into a Campaign

1. Open the CSV in Excel, Google Sheets or Numbers.
2. Sort or filter by **Risk Level** so you can treat each group differently.
3. Use **Total Historical Revenue** to put your most valuable lapsed customers first.
4. Check each customer has agreed to receive marketing before you contact them (see the warning below).
5. Send your message through your email or SMS tool. See [SMS & Email](/marketing/sms-and-email.md) for the tools that connect to your site.

{% hint style="warning" %}
**This report does not show who agreed to receive marketing.** It includes every customer who matches your filters, including people who never opted in or who have since unsubscribed. Only send marketing to customers who opted in. See [Marketing Consent and Unsubscribes](/marketing/sms-and-email/marketing-consent-and-unsubscribes.md) for how consent works on your site.
{% endhint %}

{% hint style="info" %}
**Some customers stop for good reasons.** A customer may have stopped buying because they chose to take a break or set limits on their spending. Please be mindful of this when planning win back offers. Read about [player protections](/standards/player-protections.md) for more on responsible play.
{% endhint %}

***

### Related Reports

{% content-ref url="/pages/MF9maOoiI3cbSMzcdm6O" %}
[Customer Value Report](/downloads-and-reports/downloads/customer-value-report.md)
{% endcontent-ref %}

{% content-ref url="/pages/D0AxQZ00kcTt6eT4EnSd" %}
[New vs Returning Customers](/downloads-and-reports/downloads/new-vs-returning-customers.md)
{% endcontent-ref %}