REACTIVATION CAMPAIGN KIT The 3-Wave Wake-Up · SMS + Email Templates + Offer Ideas Black Flag Media =============================================================================== THE CADENCE =============================================================================== Wave 1 (Day 0) - The Miss-You (no offer, relationship first) Wave 2 (Day 5) - The Value (give something useful, no strings) Wave 3 (Day 12) - The Offer (specific, time-limited, respectful) Send from YOUR number / YOUR email address. Not "support@" or "team@". =============================================================================== WAVE 1: THE MISS-YOU =============================================================================== --- SMS VERSION --- Hey [FIRST NAME], [YOUR NAME] here from [BUSINESS]. Realized it's been a minute since we [DID WHAT / SAW YOU]. Wanted to reach out and see how you're doing. No agenda, just checking in. --- EMAIL VERSION --- Subject: Been a minute [FIRST NAME] - [YOUR NAME] here from [BUSINESS]. I was going through our records and realized it's been almost a year since we [WHAT WE DID FOR THEM]. Just wanted to reach out and see how you're doing. No offer, no ask. If life pulled you in a different direction, no worries. If you're up for a quick catch-up, reply here. - [YOUR NAME] =============================================================================== WAVE 2: THE VALUE =============================================================================== Subject: Something you might find useful [FIRST NAME] - Following up from my note last week. Wanted to send you something useful whether we ever work together again or not. [LINK TO A SPECIFIC RESOURCE] No response needed. Just wanted you to have it. - [YOUR NAME] Value ideas to link: - A blog post that solves a real problem - A checklist relevant to their situation - A short video walkthrough - A free tool or template - A guest interview or podcast episode =============================================================================== WAVE 3: THE OFFER =============================================================================== --- SMS VERSION --- Hey [FIRST NAME], last touch on this. We're doing [SPECIFIC OFFER] for past customers this month. If you want it, reply YES. If not, no worries - I'll leave you alone. --- EMAIL VERSION --- Subject: Doing this for past customers this month [FIRST NAME] - Last note. Then I'll stop. We're doing [SPECIFIC OFFER] this month for past customers only. Details: - What: [WHAT THEY GET] - Value: [DOLLAR VALUE] - Deadline: [DATE, 7-14 days out] - Reason: [WHY YOU'RE DOING IT - honest] If you want it, [SPECIFIC ACTION]. If not, no hard feelings and you won't hear from me on this again. - [YOUR NAME] =============================================================================== OFFER IDEAS FOR WAVE 3 =============================================================================== - 25% off their next service (highest reactivation rate) - Free add-on (upgrade, extra service, bonus item) - Priority scheduling (skip the line) - Bundle: last purchase + related add-on at 50% off - Referral credit: bring back a friend, get $X off yours - Same-day / same-week special AVOID deep discounts (50%+). Trains customers to only respond to discounts. =============================================================================== LIST FILTERING (build the launch list) =============================================================================== Filter your CRM for customers who: [X] Have bought at least once in the past 3 years [X] Have NOT bought in the last 12 months [X] Are still opted-in (email or SMS) [X] Are NOT tagged "do-not-contact" or "unsubscribed" Segment for higher-conversion sub-lists: - Big spenders (LTV > $2K) → highest priority - Repeat buyers who stopped → next priority - One-timers → broadest opportunity Send Wave 1 to the highest-value segment first. Watch results. Scale to broader segments if working. =============================================================================== STOP RULES =============================================================================== If ANY reply → PAUSE cadence, handle live conversation. If book/buy → EXIT permanently, move to sales flow. If unsubscribe → EXIT permanently. If all 3 waves complete with zero action → EXIT to long-term nurture (1 touch per quarter). =============================================================================== EXPECTED METRICS =============================================================================== Wave 1 reply rate: 8-15% Wave 2 open rate: 30-45% (of Wave 1 recipients) Wave 3 conversion: 5-15% of the list actually buys or books Total reactivation: 15-25% respond in some form Best days to launch: Tuesday or Wednesday, 10 AM local. Worst days: Monday (crowded inbox), Friday (weekend brain). =============================================================================== QUARTERLY CADENCE =============================================================================== Run this 4x/year. It becomes a reliable revenue channel. Q1 (January): New year, fresh start angle Q2 (April): Spring/tax season angle Q3 (July): Summer maintenance angle Q4 (October): End-of-year "haven't seen you" angle Or tie to your industry's natural cycles. =============================================================================== ONE-LINE REMINDER (tape on your monitor) =============================================================================== Dormant lists = goldmines. 3 waves. 5-7 days apart. Never 4. Send quarterly.