<aside> 💡 Remember: Successful reactivation hinges on understanding your customers, delivering personalized value, and continuously refining your strategies based on measurable outcomes.

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Company Overview

The Reactivation Stage focuses on re-engaging inactive or dormant customers to restore their engagement and maximize their Lifetime Value (LTV). By leveraging Customer Relationship Management (CRM) metrics like Open Rate (OR), Click Rate (CR), Hard Bounce (HB), Soft Bounce (SB), and Feedback Loop (FBL), along with unit economics metrics such as Cost (C), Average Revenue Per User (ARPU), and Lifetime Value (LTV), we can create effective strategies to bring customers back into active use.

This Playbook provides a comprehensive approach, including detailed best practices and formulas for calculating key metrics, to develop a data-driven Reactivation strategy that enhances customer relationships and drives sustainable growth.

Objectives and Goals

Primary Objectives:

• Increase Reactivation Rate: Reactivate at least 20% of inactive customers within the next quarter.
• Boost LTV: Increase the LTV of reactivated customers by 15% through sustained engagement.
• Enhance Engagement Metrics:
  • Open Rate (OR): Achieve an OR of 25% on reactivation campaigns.
  • Click Rate (CR): Attain a CR of 5% on reactivation emails.
• Increase MRR Reactivation: Generate additional MRR from reactivated customers to contribute to overall revenue growth.

Secondary Objectives:

• Reduce Churn: Lower overall churn rate by re-engaging dormant customers.
• Optimize Costs: Ensure the cost (C) of reactivation is justified by the increase in ARPU and LTV.
• Maintain Deliverability: Keep HB and SB rates low, and minimize FBL reports to protect sender reputation.

Key Metrics

CRM Metrics