Your list is not dead. Your first message is.
Most reactivation campaigns die on the first message, not because the old list is worthless. Done right, an old list replies at around 30%. That is replies, not opens. And a share of those conversations turn into booked calls.
The last list we ran: 960 old leads contacted, 243 replied, 10 booked calls. Here is the whole playbook, step by step, so you can run it yourself.
Mistake 1: using email
Reply rates on email are terrible. Your old leads do not open it, and the few who do, do not reply.
Texts get read. SMS or WhatsApp, nearly every message gets opened. So send texts.
One rule you cannot skip: only text people who gave you their number, and always give them an easy way to opt out. Stay on the right side of the rules and nobody shuts you down.
Mistake 2: selling in the first message
Picture a shop with a guy at the door shouting at everyone who walks past: "Do you want to buy a boat? Do you want to buy a boat?" His hit rate is close to zero.
That is what a discount blast to an old list is. Do not be that guy.
The first message has one job
Get a reply. Start the conversation. That is all.
Something like: "Hey, is this Dana? You asked us about a deck a while back. Was that you?"
It sounds like a person, not a campaign. That is what gets replies.
The second message hints at a call
When they reply, the next message does something a little sneaky: it mentions you would call if things go quiet.
For example: "Great to hear from you. I'll give you a quick call tomorrow afternoon to pick up where we left off, unless text is easier?"
Most people would rather keep texting than take a call, so they keep replying. Either way the conversation moves forward, and either way you win.
Don't requalify
These people are not new leads. They already got a quote, or booked a call, and then went quiet. You already asked them everything.
Things can change in six to twelve months, but usually they do not. So skip the questions. The number one goal is to get them booked in for a call.
Two questions, if your team cannot take every call
If you have a small team and cannot call everyone back, add two questions, and only two:
- What is your budget?
- When would you like to start?
You can ask more, but every extra question lowers how many people book.
Gold, silver, bronze
Use the answers to sort every reply into three tiers:
- Gold. They booked. Every one of these gets a call.
- Silver. They wanted to book but did not get into the calendar. They have a real budget and a date. They are next in line.
- Bronze. They replied, confirmed it is them, and are still in the market, but did not book. That is your backlist.
Work them in order. Gold is already in the calendar. Then the silver list. When silver is done, start on bronze. Your team always has someone to call next.
And even the bronze list is worth a lot. You know the number works, you know it is the right person, and you know they are still looking. They just have not booked with you yet.
The whole playbook in 30 seconds
- Text, not email.
- The first message only has to get a reply.
- The second message hints at a call.
- Do not requalify. You already did.
- Sort replies into gold, silver and bronze so your team always knows who to call next.
That is exactly how we run it. On the last list: 960 contacts, 243 replies, 10 booked calls.
