When win-back messages go out

Clients become eligible for the lapsed audience after your chosen return window, but no message goes out until you build and send or schedule a campaign.

1 min read · Updated August 28, 2026

In short

The lapsed audience includes clients with a past visit, no upcoming booking, and a last visit older than the return window in Marketing settings.
Becoming lapsed does not trigger a message by itself.
You decide when the campaign goes out by sending now or choosing a future time.

After a completed visit	The visit becomes the client's latest visit for the lapsed audience.
After your return window	The client can enter the lapsed audience if they have nothing booked ahead.
When you send or the schedule becomes due	The audience and consent are checked, then reachable clients receive the offer.

Open Marketing settings and review the lapse window. This setting decides who counts as lapsed; it does not schedule a message.
Start a campaign and choose Lapsed clients.
Review the reachable audience, then send now or schedule a future time.

A past client is missing from the lapsed audience.	Check whether their last visit is outside your lapse window and whether they already have an upcoming booking.
The scheduled time passed but the campaign is still scheduled.	Check your quiet hours. A due campaign stays scheduled while those hours are active.

Related articles

Bring back clients who have gone quiet — Build a campaign for clients who have not returned, check who can receive it, and send now or later.
Who receives a campaign — A client must belong to the chosen audience, have consent, have a reachable channel, and remain within the sending limits shown by your marketing settings.
Build your loyalty ladder — Choose how clients earn points, add milestones, and attach a reward to each one.
Run a promotion — Build an offer, choose who and what it applies to, and control when clients see it.