High-Value Customers Unengaged on Email, broken down by row.
At a glance
A cross-channel table that joins your highest-spending Salesforce Commerce Cloud (SFCC, formerly Demandware) customers with their email engagement, pulled from a connected email platform such as Klaviyo or Dotdigital. It surfaces the slice that should never be quiet: registered top spenders who have stopped opening, clicking, or are no longer being reached by email. These are the customers most expensive to replace and most likely to be won back cheaply, and they are slipping out of contact. Because it spans two connectors, this card is only meaningful when both your SFCC connector and an email connector are live in the workspace.
| What it counts | A joined list. From SFCC: registered customers ranked by spend (lifetime or trailing window). From the email connector: each customer’s recent engagement state (opens, clicks, send eligibility, opt-in status). The card flags rows that are high-value on SFCC but unengaged on email. |
| Why it matters | Top spenders are the cheapest revenue to retain and the most costly to reacquire. When they go quiet on your owned channel, you lose the lowest-cost path to repeat purchase and the early warning of churn. This card turns “we have a CRM and an ESP” into a specific, worked list of who to re-engage today. |
| Reading the value | Each row is a customer (or a count of customers in a tier) that is high-value on SFCC and unengaged on email. The headline figure is the count of flagged customers. Read the rows, not just the total: a handful of very high spenders going dark matters more than a long tail of mid-tier lapses. |
| The join | The match is made on the shared customer identity (typically email address / profile) between the SFCC customer profile and the email platform’s contact. Where identities do not match cleanly, a customer can appear unengaged simply because the records are not linked, see the reconcile section. |
| What “unengaged” means | Defined by the email connector’s engagement signals over a recent window: no opens or clicks, suppressed/bounced, or opted out. The exact definition follows the email platform’s data and the profile’s sensitivity settings. |
| Connectors feeding it | SFCC (top-spend customers) plus an email connector (engagement), for example Klaviyo or Dotdigital. Both must be connected. |
| Unit | number (count of flagged high-value, unengaged customers) |
| Time window | 90D (engagement assessed over the trailing 90 days) |
| Alert trigger | >20 top spenders unengaged |
| Sentiment key | scc_xc_customer_lifecycle_vs_email_engagement |
| Roles | owner, marketing |
Calculation
Calculated automatically from your Salesforce Commerce Cloud data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A retailer runs an SFCC B2C realm with Klaviyo connected as the email platform. The card ranks registered customers by trailing-90-day spend and joins each to their Klaviyo engagement. The 90-day window covers 14 Mar 26 to 12 Jun 26.| Spend tier (SFCC, trailing 90d) | Customers in tier | Engaged on email | Unengaged on email | Flagged here |
|---|---|---|---|---|
| Top 100 spenders | 100 | 91 | 9 | 9 |
| Next 400 spenders | 400 | 352 | 48 | 48 |
| VIP segment (lifetime) | 1,200 | 1,058 | 142 | 142 |
| Flagged total (this card) | 199 (well above the >20 alert) |
- Nine of your top 100 have gone dark. That is the row to act on first. These are not a marketing nicety; they are the customers whose repeat revenue is most predictable and most at risk. A nine-person win-back flow in Klaviyo costs almost nothing and protects revenue that would cost far more to reacquire via ads.
- The total (199) is above the alert, but the concentration matters more. The card fired because more than 20 top spenders are unengaged, but the action is not “email 199 people”. It is “triage by value”: the top-100 lapses are urgent, the VIP-segment tail is a campaign. Read the tiers, not just the headline.
- Some “unengaged” rows are really an identity problem. If a customer bought on SFCC under one email but subscribed to Klaviyo under another, the join shows them as unengaged when they are simply not linked. Before launching a win-back, sample a few flagged rows and confirm the email addresses match across SFCC and the ESP. This is the most common false positive on cross-channel cards.
- This is the actionable end of two other cards. The high-value base comes from Total Registered Customers and Repeat Purchase Rate; the email side connects to Orders to Email Attribution. This card is where those become a named list to work.
Sibling cards merchants should reference together
| Card | Why pair it with High-Value Customers Unengaged on Email |
|---|---|
| Repeat Purchase Rate | The base health metric. This card is the at-risk slice of repeat buyers; a falling repeat rate and a growing unengaged list usually move together. |
| New Customers | Acquisition feeds the top of the funnel; this card protects the bottom. Watch both to see whether you are growing the base faster than you are losing its best members. |
| Total Registered Customers | The full owned audience this card draws its high-value subset from. The flagged count is only meaningful relative to the size of the base. |
| Orders to Email Attribution | The other side of the email relationship: how much SFCC revenue email actually drives. Re-engaging the unengaged here should lift attributed revenue there. |
| Total Revenue | The denominator for the value at stake. Estimating the revenue tied to the flagged customers sizes the win-back opportunity. |
| Average Order Value | High-value customers usually carry high AOV; pairing tells you the per-customer prize of a successful re-engagement. |
Reconciling against Salesforce Commerce Cloud
This is a cross-channel card. It combines SFCC customer and spend data with engagement data from a connected email platform, so reconciliation means verifying each side separately and then confirming the join between them. Verifying the SFCC side (top-spend customers), in Business Manager:- The customer base: Merchant Tools, Customers, Customer Lists, open the connected list and confirm the registered customers exist.
- Spend ranking: Reports & Dashboards, Customers (and Sales) lets you see customer-level order value; the high-value cohort here should align with the top of that ranking over the same window.
- Segments: Merchant Tools, Customers, Customer Groups, if you maintain a VIP group, compare its membership against the high-value rows.
- In Klaviyo / Dotdigital (or whichever ESP is connected), open the contact for a sampled flagged customer and confirm the engagement state: last open, last click, suppression, and opt-in status over the trailing 90 days. An “unengaged” flag should be visible there too.
- Confirm the email platform’s own engagement definition matches what you expect; ESPs differ on what counts as engaged.
| Reason | Direction of divergence |
|---|---|
| Identity mismatch. Different email on SFCC vs the ESP, or a profile with no ESP contact at all, shows as unengaged though the person may be active elsewhere. | Over-counts the unengaged list |
| Engagement window. SFCC has no native email-engagement concept; the window and definition come from the ESP and the profile’s sensitivity settings. A different window changes the count. | Variable |
| Opt-out vs unengaged. A hard opt-out is a different state from “engaged but not opening”. Depending on configuration both can flag here. | Depends on definition |
| Spend window. The high-value cohort depends on the SFCC spend window (lifetime vs trailing 90d); changing it changes who qualifies as high-value. | Variable |
| Sync lag. SFCC orders and ESP engagement refresh on their own cadences; a recent purchase or open may not yet be reflected on both sides. | ±small at the edges |