Reactivation¶

Bringing past customers back with the reactivation campaign.

You have 746 past customers reachable by email 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 workflow (manual enrollment)	✅ Built, Draft, ready to publish
746 reachable past customers	✅ Tagged, segmentable in Contacts
34 priority-hot subset (open balance)	✅ Tagged separately
Decision framework	✅ The 3-stage launch below

The recommended 3-stage launch¶

Stage 1 — Priority hot (~34 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 (~512 contacts): Same 3-touch sequence, 21 days after Stage 2.

Total elapsed time: ~8 weeks. Slow, deliberate, profitable.

How to launch a stage (3 clicks)¶

Web app → Contacts → filter by the tag for the stage you're launching (e.g., priority-hot for Stage 1)
Select all → Bulk Action → Add Tag → enter reactivation-enrolled
Confirm

That's it. Adding the reactivation-enrolled tag triggers the workflow for each contact automatically. Touch 1 goes out within minutes.

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 = 10-15 opens, 2-4 replies, maybe 1 booking on the 34 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 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 enrolled the wrong list by mistake"	Pause the workflow immediately (Draft mode). In-flight sends stop within 5 min. Then disenroll the wrong contacts and re-enroll the right ones.
"Open rate is way below benchmark"	Subject line might be wrong, OR the contact list has bad email addresses. Check 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 disenroll from the workflow. 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¶

A video walkthrough of launching a reactivation stage lives here once we wire it in.

Last updated: 2026-06-01 by Kevin / RevStack