How is a lapsing customer defined in Braze?

A lapsing customer in Braze is defined as users who have had app or site sessions in the past but have not engaged recently. This definition is critical for businesses looking to re-engage users who initially showed interest or activity but have since reduced their interaction with the application or platform.

Monitoring lapsing customers helps organizations identify individuals who might require targeted marketing efforts or personalized campaigns to encourage them to return and engage with the app or website again. By understanding their behavior patterns, companies can develop strategies to rekindle interest and re-establish a connection with these users.

While it might be intuitive to think that users inactive for a long time could also be categorized as lapsing customers, the key distinction is that lapsing customers have previously interacted with the platform but have not done so recently. This differentiates them from users who have merely been inactive without any prior engagement or activity. Thus, focusing on users who have had past sessions but are not currently active provides a clearer targeting opportunity for re-engagement initiatives.