In 60 Seconds
- •Your 'Past Customer' list is an asset. Most businesses let it rot.
- •Database Reactivation (DBR): A specific campaign designed to wake up old contacts with an irresistible offer.
- •The '9-Word Email': A famous tactic. Subject: 'Are you still looking?' Body: 'Are you still looking to get your [Project] done?'
- •Seasonal Triggers: 'It's been 6 months since your last tune-up. Time for the winter check.'
- •The Math: Reactivating 5% of a 1,000 person list = 50 jobs. Ad Cost = $0.
You have a gold mine in your basement.
It is your CSV file of past customers. People who know you, trust you, and have paid you before.
Yet, most businesses ignore them and spend $2,000/month chasing strangers on Google.
Reactivation Campaigns are the highest ROI activity you can do. You own the data. You don't pay Zuckerberg or Google to reach them.
The Strategy: The "Excuse" to Call
You can't just say "Give me money." You need a reason.
1. The "Unsold Lead" Wake-Up
Target: People who got a quote 6 months ago but didn't buy.
- Subject: "Quick question"
- Body: "Hi [Name], are you still looking to get that [Project] done? I have an opening next week."
- Why it works: It's personal. It treats them like a human, not a list.
2. The "Seasonal Maintenance" offer
Target: Past customers (1+ year ago).
- Channel: SMS.
- Script: "Hey [Name], it's [Company]. Winter is coming. We are doing $49 heater safety checks this week for past clients. Want to grab a slot?"
- Goal: Get the tech in the door. The $49 is a loss leader. Findings and repairs are the profit.
3. The "New Service" Launch
Target: All customers.
- Script: "Hi [Name], we just launched our [New Service] division (e.g., HVAC company adding Plumbing). Since you're a loyal client, we're offering a free inspection. Interested?"
Execution: The "Drip" Mode
Danger: Do not blast 1,000 texts at once.
- Your phone will melt.
- Your carrier will block you as spam.
The Fix: Drip Mode.
- Send 50 messages per day.
- Monitor replies.
- If volume is too high, pause.
Cleaning the List
Before you send, you must Scrub.
- Remove "Bad Debt" customers (Don't wake up the deadbeats).
- Remove "Active" customers (Don't sell a new roof to the guy you installed a roof for last week).
- Verify Emails/Phones (Use a cleaning tool like NeverBounce).
Verification Checklist
- Opt-Out: Does every message include "Reply STOP to unsubscribe"? (Legal Requirement).
- Sales Prep: Does the sales team know the offer? (Don't surprise them with 50 calls).
- Offer Expiry: Does the offer have a deadline? ("Book by Friday").
Common Mistakes
[!TIP] Don't Be Boring "March Newsletter" is boring. Nobody opens it. "Your AC might explode" is interesting. Focus on the Problem they might have, not the News about your company.
- Over-Sending: Once a quarter is fine. Once a week is spam.
- Generic Salutations: "Dear Valued Customer." Delete. Use their First Name.
FAQ
Q: Whatsapp vs SMS? A: In the US, SMS is king. In Europe/S.America, Whatsapp is king. Know your market.
Q: What is a good response rate? A: 5-10% is excellent. Even 1% is profitable because the cost is near zero.
Sources and References
- Dean Jackson: The 9-Word Email - Origins of the strategy.
- GoHighLevel: Database Reactivation Playbook - Technical implementation.
Changelog
- 2024-06-10: Initial publication.
Read Next in This Hub:
- Intent-Based Follow-Up - Segmenting the list.
- Follow-up Deliverability - Avoiding the spam folder.
Related System:
- Automation Architecture - The blasting tool.