High-Value Customers Unengaged on Email, Salesforce Commerce Cloud

High-Value Customers Unengaged on Email, a cross-platform view of your top SFCC spenders who have gone quiet on email. How to read it, why it matters, and how to act on it.

Metrics type: Key Metrics • Category: Ecommerce Platform

High-Value Customers Unengaged on Email, broken down by row.

At a glance

A cross-platform 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 Alert Rules 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)

Things to notice:

1. 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.
2. 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.
3. 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-platform cards.
4. 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-platform 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.

Verifying the email side (engagement), in the email platform:

• 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.

Verifying the join:

The card matches SFCC profiles to email contacts on shared identity (typically email address). The single biggest source of legitimate divergence is identity mismatch: a customer who bought under one email and subscribed under another will look unengaged when they are simply unlinked.

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 Alert Rules 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

Because no single Business Manager report equals this card, treat the reconcile as “confirm the SFCC spend ranking, confirm the ESP engagement, then sample the join”. If you have multiple email connectors, confirm which one feeds this comparison.

Known limitations / merchant FAQs

Which email platform feeds this card? Whichever email connector you have linked, commonly Klaviyo or Dotdigital. The card joins your SFCC top-spend customers to that platform’s engagement signals. If no email connector is connected, the card cannot populate, because the “unengaged on email” half of the join has no source. Connect an ESP first.

A customer is flagged as unengaged but I know they open our emails. Why? Almost always an identity mismatch. The customer bought on SFCC under one email address and is subscribed to your ESP under another, so the join cannot link them and they appear unengaged. Sample a few flagged rows and compare the email on the SFCC profile to the ESP contact. Cleaning up identity is the highest-leverage fix for this card’s accuracy.

What exactly counts as “high-value”? Registered SFCC customers ranked by spend, either lifetime or over a trailing window, with the threshold set by the profile’s Alert Rules settings. The default surfaces the customers whose loss would hurt most. If your business has a formal VIP definition in a customer group, you can align the card’s cohort to it so the two agree.

What counts as “unengaged”? The email platform’s engagement signals over the trailing 90 days: no opens or clicks, suppression or bounce, or opt-out, depending on configuration. SFCC itself has no native email-engagement concept, so this half of the card is entirely driven by the connected ESP. Different ESPs define engagement slightly differently; confirm the definition before acting on edge cases.

Why is the window 90 days? Email engagement is noisy over short windows, a customer can simply have had nothing relevant to open in a quiet fortnight. Ninety days is long enough to separate genuine disengagement from a normal lull, while still being recent enough to act on. The window is configurable per profile if your sending cadence warrants a different one.

The alert fired at 20 unengaged top spenders. Should I email all of them at once? No. The alert is a “this needs attention” flag, not a campaign brief. Triage by value: a handful of top-100 lapses are urgent and worth a tailored win-back; a long tail of mid-tier lapses is a standard re-engagement flow. The card’s job is to make you look and to name the list; how you work it depends on the value concentration in the rows.

Does re-engaging these customers show up anywhere else? Yes. A successful win-back should lift Orders to Email Attribution (more SFCC revenue traced to email) and improve Repeat Purchase Rate. Watching those two move after a campaign is the cleanest way to prove the win-back worked, rather than judging by opens alone.

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