Reactivation Rate Calculator
Value per lapsed contact sets the budget.
Reactivation rate
6%
$1.64 of contribution per lapsed customer
The contribution per lapsed contact is what you can afford to spend reaching them — $1.64 here. Where you set the lapse threshold matters too: 180 days may be lapsed for a monthly product and perfectly normal for an annual one.
How the Reactivation Rate Calculator works
The contribution per lapsed contact is what you can afford to spend reaching them. Where you set the lapse threshold matters too — 180 days is lapsed for a monthly product and perfectly normal for an annual one.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
What counts as a lapsed customer?
One who has not purchased for meaningfully longer than their normal cycle. Setting the threshold at a fixed number of days regardless of product cycle misclassifies people in both directions.
What reactivation rate is realistic?
Commonly 2% to 8% of a lapsed list responds to a well-targeted campaign. Higher rates usually mean the list was not genuinely lapsed.
How much should I spend reaching them?
Up to the contribution per lapsed contact, which is reactivation rate times order value times margin. That figure is usually small, which is why email is the natural channel.
Are lapsed customers worth more than new ones?
Usually — they already know the product and there is no education cost. But treat the incrementality question seriously, because some were returning anyway.