s business owners, it’s tempting to put all our marketing dollars into attracting new customers. But what about those customers who’ve already bought from you? I’m not talking about those customers who are raving fans—the ones that continue to support your business year after year. I’m talking about one-time purchases. The customers who, for some reason, haven’t done business with you again.

For many business owners, it's tempting to put all marketing dollars into attracting new customers. But what about those customers who've already bought from you? I'm not talking about those customers who are raving fans--the ones that continue to support your business year after year. I'm talking about one-time purchases. The customers who, for some reason, haven't done business with you again.

Reactivation Campaigns

Do you know why they stopped buying? More importantly, do you know what percentage of these dormant customers make up your email database? The truth is, it costs five times more to acquire a new customer!

Email is an incredibly powerful marketing tool. A great way to win back Clients The truth is, it costs five times more to plant a new customer in your email database than it does to promote an existing one. With a well-implemented reactivation campaign, you can make $40 for every $1 spent on ads or social media.  So a logical solution is an email campaign. But, not just any kind of campaign will do.

At some point, your one-time buyers will stop buying from you. You should create an email reactivation campaign to rekindle those dormant relationships.

Let me show you how to resurrect these inactive, lost customers.


Reactivation (or re-engagement) is a technique marketers use to get customers who have previously expressed interest, bought from them before or otherwise engaged with their company but have since "gone dark" in order to see if they want more out of the relationship. Ultimately, the goal is to re-engage dormant customers

A marketing reactivation campaign targets three types of prospects:

1) Dormant customers who have purchased from your company in the past, but not recently;

2) Inactive subscribers to mailing list communications which may include out-of-date email addresses for former customers or come from third parties who opted in and then abandoned their subscription;

3) Existing Clients These are the people we want to keep.

The purpose of a reactivation campaign is to get your customers back on board. It’s to help them say, “I would still like what you have for sale.”

Why Should You Do a Reactivation Campaign?

Business owners often overlook their inactive customers, but they can be useful to a business. The average lifetime value of an inactive customer is five times that of the same customer who has only purchased once! These are your people who already know you and have publicly shown that they want to do more business with you. So you have invested valuable time and money in getting their attention in the first place. After all, why not give returning customers the attention they deserve? I recommend don’t let these viable opportunities pass! Frankly, if you ignore these dormant prospects, your bottom line will suffer. So, if you’re ready for the opportunity and would like to start a campaign to reconnect with old customers, let me tell you why.


1) You messed up something - The worst thing we can do is take our past successes for granted. It is important to track your email list and find out why people who took the time to purchase from you may no longer be engaging with your business. Think about the last time you had a one-time sale. Did it take a while for them to buy from you? Don't lose a repeat customer.

2) Found a Better Deal -  There’s a large base of customers who are price-conscious. Doing a bit of research into your customer’s needs, and making sure you offer the best possible deal will keep them coming back. They’re not loyal—you know this already. As business owners, it can feel like a race to the bottom. That’s why if you win a customer because of price, you’ll lose them on price.

3) Don't Care -  This is the most typical reason for customers leaving. Do you neglect your customer relationships?  You weren’t building that relationship, and you know what—it had turned into a purely transactional one. In spite of this lapse in communication, present customers’ needs have likely changed. A competitor reaches out and offers a solution that meets your customer's needs today, and there goes your customer.

4) Your Marketing Needs a Reboot - You need to Educate with your content, Personalize your marketing messages, Let data drive your creativity, Invest in original research, Update your content, Expand your guest blogging opportunities, Use more video, Livestream, Make explainer videos, Host or join podcasts, Prioritize local SEO, Set up automated email marketing campaigns.

If you want customers to stay loyal or inactive subscribers to return, make a deposit. You can’t just take withdrawals.


To find out which type of customers you want to target, you need to look at your email database.

If you’re like most small business owners, your customer data is probably housed in various locations: your email, an excel spreadsheet, a drawer full of business cards or stored on the CRM.

Collect, Cleanup, Segment your Email list.


Duplicates and triplicates can mess up a reactivation campaign, so it’s important to remove these emails from your dataset before working with the data.


Activation campaigns often fail because the message isn’t relevant to senders. In order to personalize reactivation emails, it is important to accurately tag your database of email subscribers. For instance, your start sending lawn moving emails to people who are interested in flower beds.

Plus, based on campaign monitor’s research, business owners who use targeted campaigns see a 760% increase in revenue. Targeted marketing is super powerful!

You need to "Label" tag and segment "Sort" your emails like this:

  • Geographic location
  • Demographics
  • Industry
  • Customer size


  • Potential Clients
  • Forgotten Clients
  • Active Clients


You might have hundreds, if not thousands of email addresses that don’t exist.

Running a validation test, like  Never Bounce, allows you to pull out those email addresses that no longer exist and delete them.

Once you’ve segmented your database and deleted entries that don’t exist, you are ready to launch a reactivation campaign.


1)THE DEAN JACKSON 9-WORD reactivation email

Dean Jackson of I Love Marketing has invented a 9-word reactivation email that will revive dead leads and it’s surprisingly simple.

Here’s an example:

2)Win-Back Special Offer reactivation email

To win back those customers who have stopped buying, consider sending out a special offer.

Here’s an example:

3) The ‘We Have Missed You’ reactivation email

This strategy puts the focus on your most valued customers – people who’ve already bought from you. Regardless of why they’ve been inactive, it’s never too late to reconnect.

Here’s an example:

4) The Special Offer reactivation email

Everyone loves a good deal. If you want to lure back loyal customers and stand out from the competition, use an exclusive offer.

Here’s an example:

5) The ‘Are we still Friends? reactivation email

Even if inactive subscribers hasn’t actually opted-out, sometimes removing them from your list is the best option. The truth is, it costs five times more to acquire a new customer than to keep that person on your email list.If not, these dormant subscribers raise the probability of hampering your engagement metrics and in turn compromising your deliverability.

One-time buyers often think they are disengaged but are unaware of their actual status. It's crucial to take a proactive approach and gently remind them of the benefits that would be unlocked once again by making another purchase – chances are if they still aren’t interested then they won’t be in the future either.

Here’s an example:

6) I would love Some Feedback Quick Question reactivation email

Give your Clients the power by asking them what they’d like to see in your emails.

Here’s an example:


Make your first impression with the gift of a personalized video from Loom. Embed a thumbnail of the embedded video in your email. Don’t forget to personalize your email subject line.


This campaign is often used to reactivate dormant e-mail subscribers. Thank them for being a valued customer and offer you new contact information with https://linktr.ee/


It is easy to go live on social and send out Calendar links. If you invent 500 people to a live show on how to paint a fence. 20 people will show up and share and like that content with their social media friends.

10) The ‘Here’s What You’ve Missed on the LIVE SHOW’ Email

Email your a list about the content they missed. Or the special deal that is now over. How they can get it the next time.

Reactivation plans begin with a good strategy and are tailored to your business.

Reactivation emails are a special type of email marketing that is geared towards customers who have not been active with your business for some time. This strategy can be an effective way to revive an older customer base and earn more revenue without spending much on advertising.

To start, take a look at your target audience and various customer types within that target group. Use the people you find as a starting point to plan and execute a strategy for reactivation and don’t forget about those loyal customers who haven’t bought from you in a while.

To make your reactivation campaign effective, follow these six steps.

1) Determine the Goals of your reactivation campaigns

Many subscribed customers may temporarily stop purchasing. The more users stay inactive, the less appealing your company will be seen by other potential customers. Before you start the engagement campaign, it is important to know which goal the campaign is intended for.

  • Are you trying to get your customers back?
  • Or would you like them to do more, such as retrieving a downloadable, listening to a podcast and consequently liking & sharing the content?

When crafting your reactivation campaign, the purpose of this initiative will be to determine how it affects your brand.

2) Identify people who stopped buying

Few things are as embarrassing as sending a “we miss you” message to active users. With a well-oiled email marketing campaign, it's important to filter your list and identify inactive subscribers. You can either create a list of previous customers who haven’t been responsive to your latest messages or have them automatically placed into a separate segment by using automation software.



8 Tips on How to Write reactivation campaigns

1) Give your Email Contacts a reason to read.

Give your contacts a reason to stay engaged by staying on top of your emails. Give them subscribers only product updates, new products on sale, or exclusives.

2)Reach out to Favorites

You can also show how much they mean to the company and include personal messages from you.

3) Show Emotion Have a good subject line "Deleting this email is like deleting $200" "Get a Slice of the Action!" "Unleash your inner Bardot" "7 Ways to Find Your Wild Side (Start With a Nap) |" "Reasons Why We Shouldn't Attack Syria" are great subject lines.

4) Quick Questions

Got to Quora and research good questions to ask. Make your subject line a question.



“If you want to know about our new modern cabinet designs click here.” Great subject lines.


Don’t overwhelm yourself by trying to take care of people who are not active in your business, especially if you want to get accurate analytical numbers on how the email campaign is doing.

7) Create a Sense of Urgency

Every touchpoint should contain a clear CTA with language that inspires Clients to make an appointment to buy or receive your services and products. Additionally, if you send clients a special offer, always add an expiration date to ensure the customer takes action immediately.

8) Make Emails Interactive

Place dynamic content (buttons, animations, etc.) in your emails to boost engagement. These will make Clients more likely to engage.

The 8-week House Services Reactivation Campaign

Reactivation campaigns Goal is to create a consistent flow of messages without irritating clients.

This 8-week timeline will communicate everything you need to get more business.

Week 1

Reminder Emails

We Care Email

“How are we doing this week?” message

CTA: “Want to talk? Here is my contact info!”

What to Include

Friendly messaging

Photo of office or staff

Phone number

Direct link to appointment request portal

Week 2

9-WORD  Emails

Email Message “Are you still looking to have your home painted?”

Special offer or discount

CTA: “This week special check it out”

What to Include

Discount code or coupon Product/Service Pics

Phone number

Direct link to appointment request portal

Clearly marked expiration date for the promotion

Week 3

Reminder Emails


Social Proof Email

CTA: “IF you are ready for us!”

What to Include

Pictures of Phone number

Direct link to appointment request portal

Clearly marked expiration date for the promotion

Week 4

Feedback Quick Question Email

Paper mailing

Branded flyer promoting your practice

CTA: “Remember how great your teeth felt after your last appointment?!”

What to Include

Engaging photos of team smiling alongside patients

Patient testimonials

Benefits of going to the dentist regularly

Week 5

Reminder Emails


Social Proof Email

CTA: “IF you are ready for us!”

What to Include

Pictures of Phone number

Direct link to appointment request portal

Clearly marked expiration date for the promotion

Week 6


Phone call/Text message

Request feedback pertaining to their last experience with your practice

CTA: “Schedule an appointment today”

Be demonstrative and steadfast with why they need to come in for a visit

What to Include

Genuine inquiry/interest in reasons why the patient has not returned to your practice

Give option to take an online survey

Week 7

Reminder Emails


Social Proof Email

CTA: “IF you are ready for us!”

What to Include

Pictures of Phone number

Direct link to appointment request portal

Clearly marked expiration date for the promotion

Week 8



“Time to make your next appointment!”

CTA: “Schedule an appointment now”

What to Include

Personalized PSA about the importance of cleanings

Direct link to appointment request portal

Starting with these tips will get you up and running, but customize your campaign to really connect with your customers.

If you take the time to tailor your marketing and patient experience, your reactivation campaign will keep revenue rolling in.

Coming Soon.


May 22, 2021
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