re-engagement · diff

v1.0.0 to v1.0.0

4 added, 7 removed. Audit A to A.

---

name: re-engagement

description: >-

Design re-engagement campaigns for dormant leads and inactive customers —

win-back sequences, reactivation offers, sunset policies. Triggers on:

"re-engagement", "win-back", "reactivation", "dormant leads", "inactive customers".

license: MIT

compatibility: Claude Code, Jesse, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose

metadata:

version: "1.0.0"

author: LeadMagic

category: lifecycle

tags: [lifecycle, re-engagement, win-back, reactivation, dormant]

frameworks:

- "Win-Back Campaign Framework"

- "Retention Science Methodology"

- "Reforge — Lifecycle Marketing"

---

# 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.

- ## Frameworks Referenced

- This skill is grounded in public frameworks and source material relevant to the task:

+ ## Authoritative Foundations

- - **Win-Back Campaign Framework.** Use the relevant method or published guidance where it improves the requested deliverable; do not cite it as decoration.

- - **Retention Science Methodology.** Use the relevant method or published guidance where it improves the requested deliverable; do not cite it as decoration.

- - **Reforge — Lifecycle Marketing.** Use the relevant method or published guidance where it improves the requested deliverable; do not cite it as decoration.

+ - **Win-Back Campaign Framework** — Named methodology governing recommendations in this skill's process.

+ - **Retention Science Methodology** — Named methodology governing recommendations in this skill's process.

+ - **Reforge — Lifecycle Marketing** — Startup operating cadence — default alive, talk to users, launch fast.

## When to Use

- "Re-engage dormant leads"

- "Win back inactive customers"

- "Reactivation campaign"

- "Sunset policy"

- "Re-engagement sequence"

## Lifecycle Stage

**Engagement** (dormant users) and **Retention** (win-back). Index → `references/gtm-lifecycle-stages.md`.

Metrics → `references/lifecycle-metrics-by-stage.md` (Engagement + Retention).

## Core Principle

> The biggest mistake in re-engagement is sending "We miss you!" emails.

> Nobody cares that you miss them. They care about what's changed since

> they last engaged — new features, new data, new proof points that make

> your product more valuable now than when they left.

## Step-by-Step Process

### Phase 1: Segmentation

Segment by dormancy type:

**Dormant Leads (never bought):**

- **Cold:** 3-6 months since last engagement. Standard re-engagement sequence.

- **Frozen:** 6-12 months. Condensed sequence. "We've changed" angle.

- **Dead:** 12+ months. One-and-done email. If no reply, suppress.

**Inactive Customers (bought, stopped using or churned):**

- **Lapsed user:** Still paying but not using. Usage dropped >50% for 30+ days.

Health risk play, not win-back.

- **Recent churn:** Cancelled <90 days ago. Win-back with "what we've fixed" angle.

- **Old churn:** Cancelled 90+ days ago. Different product/market by now. Low probability.

### Phase 2: "What's New" Inventory

Before reaching out, document what's changed since they last engaged:

- 3 biggest product improvements

- 2 new integrations or features

- 1-2 new case studies from their industry

- Any pricing or packaging changes that benefit them

- New data/benchmarks/research relevant to their world

### Phase 3: Re-Engagement Sequences

**Dormant Lead Sequence (3 touches over 14 days):**

- **Touch 1 (Day 1):** "Since you downloaded [original asset]..." + mention 1 new

thing + soft CTA: "Here's an updated version / related resource."

- **Touch 2 (Day 7):** New insight relevant to their original interest.

"We published new research on [topic] — thought you'd find it useful."

- **Touch 3 (Day 14):** Breakup. "Closing your file. If [original problem] is

still relevant, our [new feature] has been getting great feedback.

Here if you need it."

**Inactive Customer Sequence (3 touches over 21 days):**

- **Touch 1 (Day 1):** "We've made some changes since you left — specifically

[top 2 improvements]. Would you be open to a 15-minute walkthrough?"

- **Touch 2 (Day 10):** Customer story. "Since you left, [similar company]

achieved [result] using the features we've added. Here's the case study."

- **Touch 3 (Day 21):** Direct offer. "Come back for [incentive: 1 month free,

waived setup, etc.]. Here's a link to reactivate in 2 clicks."

### Phase 4: Win-Back Offers

For churned customers, consider:

- **1 month free:** Low cost, high take rate. Best for recent churn.

- **Waived setup/migration:** If complexity was the reason they left

- **Grandfathered pricing:** If price increase caused churn

- **Feature unlock:** "Come back and we'll include [add-on] free for 6 months"

- **No offer:** Some churns aren't worth winning back (bad fit, competitor

is better for their use case). Let them go.

### Phase 5: Sunset Policy

- **Dormant leads:** After 3-touch sequence with no reply → 6-month cooldown →

one more attempt → if no reply, suppress from all marketing.

- **Churned customers:** After win-back sequence with no reply → annual check-in

email only. Don't keep hammering.

- **GDPR compliance:** After 24 months of no engagement, delete or anonymize

data unless legal requirement to retain.

- **List hygiene:** Remove unengaged contacts quarterly to maintain sender

reputation and reduce ESP costs.

## Output Format

Re-engagement campaign design with: segmentation criteria, "what's new" inventory,

sequences per segment, win-back offer structure, and sunset policy.

## Quality Check

Before delivering, verify:

- [ ] All required sections are complete

- [ ] Output matches the user's stated need

- [ ] Named frameworks are cited for key recommendations

- [ ] No vague claims — every recommendation has a specific action

- [ ] Deliverable is ready for operational use, not just conceptual

## Common Pitfalls

1. **Skipping research.** Building output without understanding the specific context. Fix: always gather required inputs before producing deliverables.

2. **Generic output.** "Improve your process" without concrete steps. Fix: every recommendation must include a specific action, timeline, and owner.

3. **Missing framework citations.** Advice without named authorities. Fix: ground every recommendation in a cited framework from a recognized authority.

## Execution Artifacts

- `references/framework-notes.md` — Named frameworks and reference tables

- `templates/output-template.md` — Deliverable shell for agent output

- `scripts/check-output.py` — Lightweight deliverable validator

**Canonical lifecycle (repo root):** `references/gtm-lifecycle-stages.md` (Engagement, Retention) · `references/lifecycle-metrics-by-stage.md`

## Related Skills

- mql-nurture, churn-prevention, email-deliverability, cold-email-strategy, lifecycle-drips