The Tiering Call: Auditing a Dormant Rider Segment Before Sending

Marketing Academy · Field Work●Email & Lifecycle

All projects·From: Win-back & Re-engagement Campaigns

MiniAudit· 20 minutes

Grab Holdings

Objective: Given a dormant-rider export with last-active dates, correctly bucket contacts into recently-lapsed, mid-dormant, and deep-sleeper tiers and pick the right entry point for each.

You're the CRM analyst at Grab auditing a dormant-rider export before launching the quarterly re-engagement sequence.

Apply the lesson's 3-tier segmentation, not everyone gets the same entry point into the sequence.

Before you start

What you'll need

Free path (everything below is enough to finish)

Google Sheets

FreeBucket riders into tiers and flag re-permission-only contacts

Handles date math and filtering without any paid tool

Paid upgrades (optional, faster/deeper)

Klaviyo Flows automates the routing once the tiers are validated; the audit itself only needs a spreadsheet.

Klaviyo Flows(optional)

FreemiumRoute each tier automatically into its correct sequence entry point

Removes the manual re-tagging step every time a rider crosses a threshold

No access? Rebucket manually in Google Sheets on a weekly cadence

The process

1 step

Step 01 of 01

Segmenting dormant contacts by lapse depth before sending

The lesson splits dormant contacts into recently lapsed (60-90 days), mid-dormant (90-180 days), and deep sleepers (180+ days), each needing a different entry point and incentive strength.

Given last-active dates for 20 dormant riders, which tier does each fall into, and which ones should skip straight to a re-permission email instead of the full 4-email sequence?

Google Sheets— The dormant-rider export imported into Google Sheets with a Last Active column.

Procedure

Import the export and add a Days Since Active column using TODAY() minus Last Active
Bucket each row into recently lapsed, mid-dormant, or deep sleeper using the lesson's day thresholds
Flag deep sleepers (180+ days) for a single re-permission email instead of the full sequence
Confirm mid-dormant riders are scheduled to see their strongest incentive by email 2, not email 3

Sample output

RECENTLY LAPSED (7 riders, 60-90 days)
  Priya, 72 days -- full 4-email sequence, value-led
MID-DORMANT (9 riders, 90-180 days)
  Farid, 134 days -- full sequence, incentive moved to email 2
DEEP SLEEPER (4 riders, 210+ days)
  Amara, 244 days -- single re-permission email only, not the full sequence

Healthy

Deep sleepers are routed to a single re-permission email, not the full 4-email sequence, which the lesson flags as a low-pull-rate waste of sends.

Unhealthy

Every dormant rider, regardless of how long they've been gone, gets the exact same 4-email sequence starting at the exact same offer strength.

What this means

Lapse depth changes both the entry point and the incentive timing, not just the subject line.

So what do I do about it?

Symptom	Action	Effort
Deep sleepers are queued into the standard 4-email sequence	Reroute anyone past 180 days to a single re-permission send instead	5 min

YouYou can do this yourself, no engineering access required.

Final deliverable

A tiered dormant-rider list (recently lapsed / mid-dormant / deep sleeper) with each rider's correct sequence entry point flagged.

See a reference example

Sample output

Snowflake, dormant free-trial user tiering (excerpt)

RECENTLY LAPSED (65 users, 60-90 days)
  full onboarding-nudge sequence, value-led
DEEP SLEEPER (12 users, 190+ days)
  single re-permission email only -- "still want product updates from Snowflake?"

Success criteria

You're done when you can:

All riders correctly bucketed by the lesson's day thresholds
Deep sleepers routed to a re-permission email, not the full sequence
Mid-dormant riders have their incentive moved to email 2