Re-Engagement Campaigns

Overview

Dormant leads and inactive customers are your lowest-hanging fruit — they already know you, and reactivation costs 5-7x less than new acquisition. But re-engagement requires different messaging than new prospect outreach. This skill covers win-back sequences for both prospects and customers.

Authoritative Foundations

• Google and Yahoo — Bulk sender requirements (2024) — Unengaged recipients drive complaints; sunset them before they push spam rates past 0.3%.
• Validity — Sender reputation and list hygiene — Suppress long-inactive addresses and spam traps; re-permission before mailing old lists.
• Patrick Campbell (ProfitWell) — Win-back and involuntary churn — Separate failed-payment recovery from dissatisfied-customer win-back; they need different offers and timing.

When to Use