What term best describes users who frequently make purchases but only in response to promotional campaigns?

The term that best describes users who frequently make purchases but only in response to promotional campaigns is "Active." This classification emphasizes that these users engage with the brand regularly, yet their purchasing behavior is largely contingent upon the presence of incentives or promotions. Active users can be considered as part of a customer base that shows responsiveness to marketing strategies, making them valuable for campaigns but potentially less stable in terms of loyalty, as their purchasing habits may fluctuate without promotional triggers.

In contrast, other potential terms such as "Loyal" would typically refer to customers who consistently choose a brand over others regardless of promotions, indicating a deeper, more intrinsic level of commitment. "Inactive" would describe users who do not engage with the brand for a prolonged period. The term "Lapsing" would imply users who used to be more active or loyal but have begun to reduce their purchases or engagement, suggesting that they are on the verge of becoming inactive rather than actively engaging through promotional opportunities. Thus, "Active" precisely captures the nature of these users' behavior regarding their purchasing habits tied to promotional efforts.