--- 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. ## Authoritative Foundations - **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