Customer Reactivation The arithmetic
What is sitting in your list?
Most businesses have hundreds of past customers they have not spoken to in a year. That is the cheapest growth available to you, and it is the one nobody does the sums on. Two numbers below, and this page does them — three ways, including the way where it does not clear.
People who have bought from you and whose email, phone or address you still have. Not leads — customers.
One job, one visit, one ticket. Use the average, not the good month.
Start with your own numbers. Nothing here is stored or sent.
At a typical response
- Quiet · 1%—
- Typical · 3%—
- Strong · 5%—
The version with your real numbers.
Send this and we will come back with the same arithmetic done properly: your list size after the duplicates and dead addresses come out, what a realistic offer looks like for your trade, and whether the sixty days would clear. A person writes it.
Your two figures travel with it, so the reply is about your business rather than a template.
Or see how the sixty days runs.
Reactivation is the flagship: your customer file organized and segmented, an offer written in your voice, a sequence across email, text and a printed postcard, follow-up automated, and every appointment and dollar tracked. Reported at day 30 and day 60.
Now run it the other way
What this number is not.
- It is revenue, not profit. Take your own margin off it before you get excited. A $40,000 return on a 30% margin is $12,000 in your pocket, and that is the figure to compare against the cost of running it.
- The response rate is the whole ballgame, and it is the one thing this page cannot know. It moves with your trade, how long the list has been quiet, whether the offer is any good, and whether people liked you the first time. One to five percent is the honest range for a dormant list worked properly across email, text and mail. We have seen better. We have also seen a list so old that nothing landed.
- Your list is smaller than you think. Duplicates, dead addresses, people who moved, and the ones who are already regulars and would have come back anyway. Weeks one and two of the program are spent finding out what you actually have — and that number is usually 10 to 30 percent below the one in your head.
- Some of it would have happened anyway. The honest version subtracts the customers who were coming back regardless. That is why the program tracks appointments and dollars against a baseline instead of claiming the whole total.
- If the arithmetic does not clear, we will say so. Under a few hundred reachable customers, or on a small average sale, a full sixty-day program usually costs more than it returns. That is a real answer, and you will get it on the call rather than after the invoice.
This is the same arithmetic every Growth Assessment runs, on every channel rather than just this one. Two weeks, fixed price, three prioritized moves with what each returns — and the ones we recommend against, named.
The fastest growth is usually in a list you already own.
Sixty days, fixed price. Organized, written in your voice, sent across email, text and mail, and tracked to the dollar.