Winning back customers who stopped coming

Two tiles on your Overview answer this. Members counts everyone who has ever joined one of your programs. Active (30d) counts the ones with activity in the last 30 days. Subtract the second from the first and you have the number of people who signed up and have not been back in a month.

That subtraction takes five seconds and it is the most uncomfortable number in the product. It is also frequently misread, so start with what it does not mean.

A big gap is not automatically a problem

Active (30d) is a fixed 30-day window. Your trade has its own rhythm, and the two only line up for some businesses.

A café with 240 Members and 96 Active (30d) has 144 people who have not appeared in a month. If the café's regulars normally come twice a week, thirty days is eight or more missed visits. Those people have not drifted, they have gone — found somewhere closer to their new office, or stopped buying coffee out.

A salon with exactly the same two numbers has almost nothing to worry about. A client on a six-week cut cycle is loyal, punctual and profitable, and will still sit outside a 30-day window most of the time. Their absence is the schedule working, not a customer leaving.

Work out your own number before you read anything into the tile. If your honest lapse window is longer than thirty days, treat Active (30d) as a rhythm gauge you watch month over month rather than a headcount of people you are losing.

VivaPoints will not contact them for you

That is worth stating plainly because most advice about lapsed customers assumes an automated "we miss you" email, and that is not what you have. What you have is a list that tells you who to pay attention to, and the channels you already own to do the paying attention.

The channels you already own

The counter. The strongest one, and the one owners skip because it feels too small. Someone who has been away for two months walks in, and the person serving them looks them up on Customers and says "you're eight beans off a free coffee." That is a win-back, and it cost nothing.

Your own mailing list. If you already run one that people opted into, it is a channel — but it is your list, sent with your tool. VivaPoints has no export button, and what you may do with contact details you can see in the product is worth reading privacy and customer data on before you act.

Your own social accounts. A post about a new reward reaches lapsed customers alongside everyone else, at the price of writing it.

A sign and your join link. Your program's public join link is on the program page. On a counter card, in your bio, at the bottom of a receipt.

Why a half-full card is the easiest win-back there is

A stranger has no reason to choose you. A lapsed customer holding 94 of the 100 points they need for a free coffee has a very specific one: staying away means walking away from something they already earned. People are far more reluctant to abandon progress than they are to start it.

So do not treat your lapsed group as one block. Take a café with a 100-point reward and three customers nobody has seen in six weeks, holding 8, 61 and 94 points. The 94 is worth a personal word the moment they appear, and would probably come back for a nudge. The 61 is worth a mention. The 8 tried you once and is functionally a stranger — chasing them is the same work as finding a new customer, without the upside.

There is no filter that sorts your lapsed members by balance, so this is a scan of the customer list rather than a report. Ten minutes, once a month, is enough.

Knowing whether it worked

Watch Active (30d) month over month, not day to day. It moves slowly by design, and a single week tells you nothing. If it climbs while Members stays flat, you are getting existing people back — which is exactly the win you were after, and cheaper than any of the alternatives.

Is your program working puts that number next to the other ratios worth tracking.