High-Value Customers Unengaged on Email, broken down by row. Your top WooCommerce spenders who have gone quiet on email, the most reachable churn risk you have.
At a glance
Your highest-lifetime-value WooCommerce customers who have stopped engaging with email. The card joins WooCommerce customer LTV against an email connector (Klaviyo, Dotdigital, or Mailchimp) and surfaces top spenders with no email open or click in the last 90 days. These are customers you have already paid to acquire, who still love the brand enough to rank as top spenders, but who are drifting out of your most cost-effective retention channel.
| What it counts | Customers WHERE woo_lifetime_value >= high-value threshold AND last_email_engagement (open OR click) > 90 days ago. Ranked by LTV descending. Each row is one customer with their Woo LTV and their last email engagement date. |
| Data sources (BOTH required) | WooCommerce side: GET /wp-json/wc/v3/customers plus order history (wc/v3/orders summed per customer, including guest orders matched by billing email) to compute lifetime value. Email side: the connected ESP’s engagement data, Klaviyo /api/metric-aggregates (Opened / Clicked Email metrics), Dotdigital /v3/contacts engagement, or Mailchimp member activity. |
| How the join works | By customer email address. The WooCommerce billing/account email is matched against the ESP subscriber email. A customer only appears if their email exists on both sides; spenders who are not in the email list at all surface as a separate “not subscribed” sub-segment rather than “unengaged”. |
| VAT / tax treatment | LTV is summed from tax-inclusive order.total, consistent with Top Customers by LTV. |
| Status filter | LTV counts completed + processing orders. The email side counts opens/clicks regardless of campaign type (broadcast or flow). |
| Refunds | LTV is gross of refunds, the same definition as the LTV card; a customer who refunded heavily can still rank high here. |
| What “high-value” means | A configurable LTV threshold (top decile, or an absolute currency figure) set per profile. The default surfaces the customers whose churn would hurt most. |
| Self-hosted vs managed-Woo | LTV computation is identical on any host. Self-hosted stores with sync lag may show a slightly stale “last order” date; the email side is unaffected by Woo host type. |
| Time window | 90D (the engagement look-back window) |
| Alert trigger | >20 top spenders with no email open in 90d, driven by sentiment_key: wc_xc_customer_lifecycle_vs_email_engagement |
| Roles | owner, marketing |
Calculation
Calculated automatically from your WooCommerce 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 US homewares brand on managed-Woo with Klaviyo connected. High-value threshold set at LTV >= $2,000. 90-day engagement window ending 12 Apr 26. The card surfaces 28 unengaged top spenders; here are the top 5 rows.| Customer (email) | Woo LTV | Orders | Last order | Last email open / click | Days since engaged |
|---|---|---|---|---|---|
| j.okafor@… | $8,420 | 19 | 02 Feb 26 | 04 Jan 26 | 98 |
| m.lindqvist@… | $6,100 | 14 | 18 Mar 26 | 10 Jan 26 | 92 |
| s.delacroix@… | $5,640 | 22 | 11 Jan 26 | none in window | 90+ |
| a.tanaka@… | $4,980 | 11 | 27 Feb 26 | 05 Jan 26 | 97 |
| r.mwangi@… | $4,310 | 9 | 09 Mar 26 | 02 Jan 26 | 100 |
- 28 unengaged top spenders is above the alert line of 20. Nerve Centre fires. The merchant has 28 of their best customers cooling off in email, the cheapest channel to reach them. This is a “win-back flow” trigger, not an acquisition problem.
- The join is by email, and it works in both directions. s.delacroix shows “none in window”, that customer exists in Klaviyo but has not opened or clicked since before the look-back started. Contrast with a top spender who is simply not in Klaviyo at all, those people do not appear on this card as “unengaged”; they appear in the separate “high-value, not subscribed” view because there is no email side to join against.
- Recent order, stale email is the most actionable row. m.lindqvist ordered on 18 Mar 26 (recent) but last engaged with email on 10 Jan 26. They are still buying, just not via email, so a re-permission or preference-centre campaign is more appropriate than a heavy discount win-back.
- LTV is gross of refunds. These totals match Top Customers by LTV. A customer who refunded part of their spend still counts at gross LTV here, so cross-check refund history before sending an aggressive win-back offer to someone who is actually a serial returner.
Sibling cards merchants should reference together
| Card | Why pair it with this card |
|---|---|
| WC Top Customers by LTV | The LTV ranking this card filters. Pair to see which of your top spenders are engaged versus drifting. |
| WC Customer Churn | Email disengagement is a leading indicator of churn. A rising count here often precedes a churn-rate climb. |
| WC Repeat Purchase Rate | Email is the primary repeat-purchase driver for most DTC brands. Disengaged top spenders drag this down. |
| WC Email Share of Total Store Revenue | If email revenue share is falling, this card often shows why, your best customers stopped opening. |
| WC Avg Orders per Customer | Context for how much repeat value is at stake per disengaged customer. |
| Klaviyo Flow Revenue | The win-back / re-engagement flow that should target this list. Build the flow, point it at this segment. |
Reconciling against WooCommerce
This is a cross-channel card. It requires BOTH connectors. For this card to populate you must have both the WooCommerce connector and an email connector (Klaviyo, Dotdigital, or Mailchimp) connected in the same Vortex IQ workspace. WooCommerce supplies the customers and their lifetime value; the email connector supplies the engagement (last open / last click) per subscriber. With only one side connected the card cannot perform the join and renders empty. How the two sides are joined:| Join key | WooCommerce side | Email side |
|---|---|---|
| Customer email | Account email from wc/v3/customers, plus billing email on guest orders | Subscriber email in Klaviyo / Dotdigital / Mailchimp |
| Lifetime value | SUM(order.total) for completed + processing per email | not used (Woo is source of truth for LTV) |
| Last engagement | not used (ESP is source of truth for opens/clicks) | Last “Opened Email” or “Clicked Email” event timestamp |
- WooCommerce LTV: WP Admin → WooCommerce → Customers (Analytics module) shows total spend per customer. Sort by “Total spend” to find your top spenders.
- Email engagement: in Klaviyo, Profiles → filter by “Opened Email zero times in the last 90 days”; in Dotdigital, Contacts → engagement segment; in Mailchimp, Audience → segment by member rating / last activity.
| Reason | Effect |
|---|---|
| Email mismatch. A customer who checks out as a guest with a different email from their newsletter sign-up has two identities; the join cannot link them. | Customer may be missing or appear as “not subscribed” |
| One connector not connected. If only WooCommerce or only the ESP is connected, the join cannot run. | Card empty |
| Attribution / engagement window. The card uses a 90-day look-back; an ESP segment set to 30 or 60 days will list more or fewer people. | Count differs from a manual ESP segment |
| Sync lag. A customer who opened an email this morning updates on the ESP side first; the card reflects it on the next refresh. | Brief, self-resolving |
| Timezone. Woo runs on WP-site timezone, the ESP on its account timezone, Vortex IQ aligns to UTC. Engagement near the 90-day boundary can shift a day. | +/- 1 day at the boundary |
| Suppressed / unsubscribed contacts. A top spender who unsubscribed has no future opens by definition; treat them separately from genuinely “drifting” engaged-then-quiet customers. | Investigate per-row |
Known limitations / merchant FAQs
Why is this card empty? Almost always because only one of the two required connectors is connected. This card joins WooCommerce customer LTV with an email connector (Klaviyo, Dotdigital, or Mailchimp). Connect both in the same Vortex IQ workspace and the card populates. The other common cause is that the WooCommerce billing emails and the ESP subscriber emails do not match (guest checkouts under a different address), so the join produces no rows. How is “high-value” defined? By a configurable LTV threshold, a top-decile cut or an absolute currency figure, set per profile. LTV is computed fromcompleted + processing order totals per customer, matching Top Customers by LTV.
What counts as “engaged”?
An email open or click within the 90-day look-back window. A customer who received emails but never opened or clicked is unengaged even though they are technically still subscribed.
A top spender who is not in my email list, do they show here?
No. “Unengaged” means subscribed but silent. A high-value customer who was never added to the list has no email side to join against and appears in the separate “high-value, not subscribed” view, which is a list-growth opportunity rather than a re-engagement one.
Why does my Klaviyo / Mailchimp segment show a different count?
Usually the look-back window differs (this card uses 90 days), or the ESP segment also filters on subscription status or campaign type. Match the window and the open/click definition, then the counts converge.
Does an unsubscribe count as unengaged?
A customer who unsubscribed will never open future emails, so they will surface as unengaged, but the right action is different (you cannot email them). Cross-check subscription status before building a win-back flow.
Should I send a discount to everyone on this list?
Not blindly. A recent buyer who simply stopped opening email (m.lindqvist in the worked example) needs a preference-centre or re-permission nudge, not margin-eroding discounts. Reserve heavy win-back offers for customers who have also stopped ordering. Cross-reference Customer Churn.