Reactivation Campaign Kit
Wake up past customers in 4 tiers with a first message that asks for nothing, log why each one stopped buying, and value your dormant list in gross profit.
Four tiers. One ladder. Find out why they left before you try to sell them anything.
What’s Inside
Every part of it is in your library with The Standard.
Your Past Customers Know Something You Don't
Every business that has run for more than a year has customers who stopped buying. Most owners either ignore them or blast them a discount. Both miss the point. Some forgot you. Some finished and were happy. Some left because something went wrong, and that reason never reached you.
This book wakes them up in the right order, and turns every reply into a reason you can fix.
Do this first (15 minutes): write down a guess of how many of 20 past customers will reply. Then text or email 20 of them, one at a time, about their specific job, with a true compliment and no pitch. Count the replies and the reasons in 3 days, and compare them with your guess.
The 4-Tier Wake-Up
Your dormant list, split into 4 tiers by how long it has been since their last job, measured against your own normal gap between repeat jobs: Quiet, Lapsed, Cold, Gone. Three flags override the tiers: done and happy, ended badly, and active.
Each tier runs part of 1 ladder of 4 messages:
- Ask: asks for nothing. Acknowledge the job, compliment something true, ask about them.
- Reason: what's new, or what changed. Only for Quiet and Lapsed.
- Offer: the first message that asks. Not a discount first.
- Close: keep or go. Cold and Gone only. Then the silent come off your list.
Any reply stops the ladder. You answer by hand.
The Lapse Reason Log
One line per reply that says why someone stopped. Their exact words in one column, the cause you verified in another, a code from 9 causes you can change, an owner and a date. Every 20 lines you count the codes and fix the top 2. A decision table tells you what to do with each reason, including when to make no offer at all.
5 Comeback Offers That Are Not Discounts
Rollover credit, a free event or clinic, reason-why limited spots, an add-on they never bought, and a different version (never the same thing cheaper). Every offer is costed in gross profit and compared with what a new customer costs you. Sometimes the discount is cheaper than the credit. The math decides.
What The List Is Worth, In Your Numbers
Contacts × your reply rate × your booking rate on replies × your gross profit per job = what the list is worth. Before the first send, the rates are guesses. After it, they are your counts. This book prints no response rate for your list, because it cannot know your trade, your list age or how you parted with these people.
Chapters
- Quick Win: 20 personal texts in 15 minutes
- Why customers go quiet: forgot, need met, went wrong, changed
- Segment first: your normal gap, the 4 tiers, the 3 flags, the suppress list
- The 4-Tier Wake-Up: who gets which rung
- The ladder, message by message, and how to answer replies
- The Lapse Reason Log and the 20-reason review
- Comeback offers that are not discounts, costed in gross profit
- Build it: GoHighLevel steps as of October 2026, plus the consent and deliverability box read from FTC, Google and FCC pages
- Prevention: the end-of-job check-in, a monthly "what's new", and dormant inflow per quarter
- The arithmetic: list value, campaign cost, cost per recovered customer against your CAC
- Worked examples: 2 composites and 1 that went wrong, plus the 30-day sprint, metrics, mistakes and the 30 and 90 day look-backs
What You Get
- The book, with 7 figures
- messages.txt: every message in the ladder, the reply answers, and the prevention messages
- templates.txt: 15 worksheets, including the Offer Chooser and the Lapse Reason Log
- list-value.xlsx: list value, campaign cost, offer cost, the reason log and dormant inflow, with the formulas built in
- response-tracker.csv: one row per tier per campaign, with counts
- A quickstart and a GoHighLevel build guide
Questions
Do I need GoHighLevel? No. The build is written for it, dated, and the same pattern works in any CRM or a spreadsheet.
What response rate should I expect? We don't print one. You send to 20 people first, count, and plan on your own number.
Can I text my past customers? The book summarises the FCC text-consent rule, CAN-SPAM and Google's sender rules as read on 2 Oct 2026. It is general information, not legal advice. Text marketing only to people with written consent on file, and ask a lawyer about your situation.
Read it in your library.
This is included with The Standard, along with every other guide in the library. Your monthly re-audit tells you which one to open next. $497 to start, $297/mo to keep it running. Cancel any month and keep everything.
See The Standard →Not sure yet? Take the free Bucket Audit or tell us what's broken.
