CRM lead reactivation

When to use it

You have closed-lost opportunities older than six months, dormant accounts, or a pile of records nobody has touched since the last tooling change. Something has changed on your side (a feature, a price, a proof point) or on theirs.

Build it

1. Import the segment, not the CRM

   Pull one defined segment: closed-lost in a date range, or accounts with no activity for a year. A whole-CRM import produces a list nobody trusts.

   

2. Re-enrich everything

   Contact data decays by roughly a quarter a year. Re-run email validation and company data before deciding who is still reachable.

3. Split the movers from the stayers

   People who changed company are a different campaign; see job-change tracking. People still in the same seat get the re-engagement message.

4. Check the exclusion list

   Open opportunities and current customers must not receive this. Sync them in before the first send.

   

5. Write about the change, not the anniversary

   "We spoke last March" is not a reason to write. "The thing you said was missing now exists" is.

6. Keep it short

   Two steps. This audience already knows what you do; the question is only whether the reason is good enough.

What good looks like

A clean split between people who are still reachable and people who moved, replies that reference the earlier conversation, and a handful of re-opened opportunities that cost no new data at all.