A lapsed member is someone who joined a shop's loyalty club, came regularly for a time, and then stopped. They have not left the club and have not asked to stop messages; they have simply not been in. Some have moved suburb or changed jobs. Some found a shop nearer their new routine. A few had a bad experience and said nothing. The list cannot tell you which, but it can tell you roughly how many.
When a member counts as lapsed depends on how often they used to come. A workable rule is a gap of about three times their usual one, and never less than a month: so around a month for a daily cafe customer or a weekly bakery customer, and about six weeks for someone who used to see the butcher every fortnight.
In practice
A bakery has 240 members on a six-stamp card. The owner goes through the list with the two longest-serving staff and picks out the members nobody remembers seeing for more than six weeks. They count 35, about 15 percent of the club. That is a normal trickle for a shop a year into its card. If it had been 35 people who all joined in the same month and all stopped together, the owner would look for a cause first: a rule change, a staff change, new opening hours.
Some lapsed members can be won back with nothing more than news. A message to the whole club about the first hot cross buns of the season brings 6 of the 35 back in. If each of them returns to a weekly $13 visit for the remaining 20 weeks of the year, that is $1,560 of sales from people who had already drifted away.
What not to do: contact a lapsed member by any other means, or keep messaging someone who has opted out. Lapsed is not the same as left.
In Counter Club
The Members page shows each member's stamp count and the day they joined, but not the date of their last stamp, so lapsed members are spotted by faces and counts that stop moving. Campaigns go to every member who has not opted out, lapsed or not. See the Members page.