Reactivation¶
Bringing past customers back with the reactivation campaign.
You have a past-customer list reachable by email (roughly several hundred contacts) and a $300 + free design consult + priority scheduling offer ready to go. The infrastructure is built. You decide when to fire it.
This page is your team's guide to running the campaign. RevStack holds the detailed launch strategy and will walk you through it before you fire Stage 1.
What's ready¶
| Asset | State |
|---|---|
| 3 reactivation email templates (R1, R2, R3) | ✅ In library, in Dynamic voice |
| Reactivation Sequence — Dynamic Group (manual enrollment) | ⚠️ Built, in Draft — launched manually, by design |
| Past-customer list reachable by email | ✅ Tagged, segmentable in Contacts |
| Priority-hot subset (open balance) | ✅ Tagged separately |
| Decision framework | ✅ The 3-stage launch below |
Important: the Reactivation Sequence is intentionally kept in Draft. Unlike your other core workflows (which are live), this one does not fire automatically — it's launched by hand, per the steps below, so you stay in full control of who gets emailed and when. Adding the enrollment tag does not send anything until RevStack publishes the workflow for your launch window.
The recommended 3-stage launch¶
Stage 1 — Priority hot (~30-35 contacts): Single touch, watch results 7 days, decide next. Stage 2 — Recent past customers (~200 contacts): Full 3-touch sequence, 10-14 day spacing. Stage 3 — Full reachable list (the remaining couple hundred contacts): Same 3-touch sequence, 21 days after Stage 2.
Total elapsed time: ~8 weeks. Slow, deliberate, profitable.
How to launch a stage¶
Because the workflow is launched manually, a stage goes out as a coordinated step with RevStack:
- Web app → Contacts → filter by the tag for the stage you're launching (e.g.,
priority-hotfor Stage 1) - Select all → Bulk Action → Add Tag → enter
reactivation-enrolled - Confirm
- Tell RevStack you're ready — we publish the Reactivation Sequence for your window so the first touch sends to the enrolled contacts
The tag stages the contacts; publishing the workflow is what actually starts the emails. Nothing sends while the workflow sits in Draft.
To remove someone from the campaign: remove the reactivation-enrolled tag from their contact. They'll exit the workflow within 5 minutes.
The tag to filter by for each stage is noted in the 3-stage launch above (priority-hot for Stage 1, and so on). RevStack will confirm the exact segments with you before each stage.
What to expect¶
Industry benchmarks for past-customer reactivation in home services:
| Metric | Healthy |
|---|---|
| Open rate | 25-40% |
| Click rate | 3-6% |
| Reply rate | 1-4% |
| Booking rate | 0.5-2% |
| Unsubscribe rate | <1% |
A "healthy" Stage 1 = roughly 10-15 opens, 2-4 replies, maybe 1 booking on the priority-hot contacts. That one booking that converts to a kitchen project pays for the entire campaign 10x over.
When to pause¶
In the Reactivation Sequence workflow → toggle Published → Draft. In-flight emails stop within 5 minutes.
Pause if: - Spam complaints come in - Unsubscribe rate climbs above 2% - Replies suggest customers feel confused or manipulated
What handles the replies¶
Replies to reactivation emails come into your Conversations inbox like any other message.
- Conversation AI catches sales-qualified replies, qualifies them, books appointments
- Your team gets notified for complex pricing questions, sensitive content, anything that needs a human
You don't need to monitor the inbox specifically for reactivation. Treat replies like any other inbound message.
What if I'm stuck?¶
| Stuck moment | Fix |
|---|---|
| "I added the tag but nothing sent" | That's expected — the workflow is in Draft and sends only after RevStack publishes it for your launch window. Tell us you're ready. |
| "I enrolled the wrong list by mistake" | If we've already published, pause the workflow (Draft mode) — in-flight emails stop within 5 min. Then remove the tag from the wrong contacts and re-tag the right ones. |
| "Open rate is way below benchmark" | Subject line might be off, OR the contact list has bad email addresses. Check the email delivery rate first (should be 95%+). |
| "Customer replied with 'how did you get my email?'" | Reply honestly: they're a past customer of Dynamic Group and we're following up on their completed project. RevStack can give you suggested wording. |
| "I want to stop emailing one specific past customer" | Tag them archive-do-not-contact and remove the enrollment tag. They'll never get marketing emails from Dynamic again. |
Before you launch Stage 1¶
RevStack will walk you through the launch strategy before the first send — the legal framing (CAN-SPAM existing-relationship basis) in plain English, the exact tag filters per stage, the benchmarks and stop-rules, and how to handle the common replies. You won't fire a stage without that walkthrough.
Video walkthrough¶
Last updated: 2026-06-01 by Kevin / RevStack