Reignite interest among inactive leads with automated reactivation emails and keep your database clean.
A lead who has never purchased and has not engaged for 90 days is not the same as a customer who has gone quiet. They never converted in the first place, which means the message they need is different: not a loyalty reminder but a value reminder. This use case identifies prospects who have gone silent, sends them two focused reactivation emails spaced four and seven days apart, and monitors whether any engagement happens. If a lead opens an email, clicks a link, or visits the site at any point in the sequence, they automatically move to the active leads segment and the sequence stops. If they do not respond to either email, a tag marks them for dedicated follow-up or database cleanup. Keeping dormant leads in an active list without trying to reactivate them quietly drains deliverability. This workflow either brings them back or moves them out.
A prospect signed up six months ago but never opened a single email and never came back to the site. Today, the automation picks them up as a Leads Not Active contact: no purchase, no engagement, still consented. The first reactivation email goes out with a value-focused subject. Four days pass. The system checks: did they open it? Click anything? Visit the site? If yes, they are in the active segment and the sequence ends. If not, a second email lands in their inbox, this time leaning on social proof or a specific offer to make the value more concrete. Three days later, a final check. If they still have not moved, the tag lead_not-active_after-reactivation is applied. The contact is now in the Leads Not Active after Reactivation segment, ready for a different strategy or, if the business chooses, database cleanup to protect deliverability.
Identify inactive leads: The Leads Not Active segment includes contacts who have never made a purchase, have had no email opens, clicks, or site visits in the last 90 days, and still have Consent email = TRUE. This segment updates automatically so qualifying leads are picked up daily.
First reactivation email: The system sends the first reactivation email with a value-focused subject and content designed to remind the lead of the problem the product solves, not to reference any past relationship. The tone is forward-looking and straightforward.
Re-engagement check after 4 days: After 4 days, the system checks whether the lead is still in Leads Not Active. Any engagement, such as opening the email, clicking a link, or visiting the site, automatically moves them to Leads Active and ends the sequence. If still inactive and consent is valid, the second email is sent.
Final check and lead tagging after 7 days: Three days after the second email, the system checks one final time. Leads who re-engaged at any point are already in Leads Active. Leads still in Leads Not Active receive the tag lead_not-active_after-reactivation and are moved to the Leads Not Active after Reactivation segment for further strategic handling.
Optional: database cleanup scheduling. Leads who remain in Leads Not Active after Reactivation can be scheduled for database cleanup to protect deliverability and reduce costs associated with sending to permanently unresponsive addresses. Any cleanup must respect applicable GDPR and consent regulations.
Implementing use case automation involves several key steps and tools. Here's comprehensive ressources to get you started:
Marketing on a new level with a beautiful visual, drag & drop creator.
Send personalized emails that resonate with your users at the perfect moment.
A contact attribute is a data field stored on the contact's profile, used for segmentation, personalization, reporting, and automation.
A product event tracks a contact's interaction with a specific product. First occurrence is used for anniversary calculation.
Segments are dynamic groups that update in real time based on contact behavior and attributes.
Tags are flexible labels for quick contact identification and targeted follow-up.
Establish an internal process for regular database cleanup to remove persistently inactive contacts and improve deliverability.
Use progressive segmentation to distinguish warm leads who engaged with some content from completely cold ones who never interacted at all. These two groups need different reactivation strategies.
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