The Automated Reactivation System (How It Actually Works)
Okay, so you're convinced reactivation matters. But HOW do you actually do it without spending 40 hours manually calling people?
Here's the system we use:
Step 1: Clean Your List (2 hours)
Export all past customers from:
QuickBooks
Your CRM
Old spreadsheets
Anywhere you have customer data
Combine into one master spreadsheet with:
Name
Phone
Email
Address (if applicable)
Last service date
Service type
Step 2: Segment by Recency (30 minutes)
Create three groups:
Hot (0-6 months):
These are warm, just need a nudge
Highest conversion rate
Gentle "we miss you" messaging
Warm (6-18 months):
This is your sweet spot
Still remember you, just been a while
Seasonal + discount messaging works well
Cold (18-24 months):
Oldest you should go (for CASL compliance in Canada)
Lower conversion rate but still worth it
Stronger offer needed
Don't contact anyone 24+ months old (legal risk in Canada under CASL)
Step 3: Build the Sequence
Start with a light “we miss you” message, then follow up with helpful, value-driven content. Based on your lead list, we can run this via SMS, email, or both.
Examples of how you can structure your first message:
Short & SMS-friendly
Hi {{ contact.first_name }}, quick check-in to see if you still need landscaping help this season. Let us know.
— Your business name
Seasonal angle
Hi {{ contact.first_name }}, with the season getting started, we wanted to check in and see if you still need help with any landscaping work.
— Your business name
Friendly & casual
Hi {{ contact.first_name }}, just checking in - we haven’t heard back and wanted to see if you still need help with your landscaping this season. No rush at all.
— Your business name
As you can see, this is a short reminder about your company and services. Hot leads often convert well after just this first message.
Examples of how you can structure your value message:
Practical Value (Education):
Subject: A quick landscaping tip for this season
Hi (Your Client's Name),One thing we see a lot this time of year is drainage issues showing up after the first heavy rain.
A simple check most homeowners can do:
Walk your yard 24–48 hours after rainfall
If water is pooling or soil stays soft, it usually means grading or drainage needs attention
Fixing it early is far cheaper than repairing lawn or foundation damage later
If you want a quick opinion on your property, feel free to book a call here:
👉 (Your Calendar Booking Link)
— (Your Business Name)
Soft Offer + Social Proof:
Subject: What homeowners ask us before booking roofing work
Hi (Your Client's Name),
A question we hear often is: “How do I know if my roof actually needs attention?”
Most of the time, homeowners call us after noticing small things like missing shingles, leaks, or wear around flashing.
Here’s what one homeowner shared after having us take a look:
“(Insert your client's testimonial here)”
If you want a quick, honest assessment of your roof, you can book a time here:
👉 (Your Calendar Booking Link)
No pressure - just a straightforward conversation about your options.
— (Your Business Name)
Value + Urgency (Seasonal):
Subject: Planning cleaning coverage before schedules fill
Hi (Your Client's Name),As demand increases this season, consistent cleaning coverage becomes harder to secure.
Companies that plan ahead avoid:
Last-minute staff shortages
Inconsistent cleaning quality
Gaps in service during busy weeks
If you’re reviewing cleaning coverage for your facility, you can book a short call here to confirm availability and scope:
👉 (Your Calendar Booking Link)
If the calendar doesn’t work, just reply with a couple of times that do.
— (Your Business Name)
You don’t want to annoy your clients, so messages should be sequenced in a way that reaches them without sounding pushy. For contacts who engaged with your texts (for example, opened the booking link but didn’t book), you can consider sending one final follow-up message:
Example:
Final Call:
Hi (Your Client's Name), this is our final follow-up - we don’t want to be a pest.
If you’d like us to take a look at your roof, you can book here: (Your Calendar Booking Link).
Otherwise, no action needed.
— (Your Business Name)
Step 4: Automate It
Use a workflow builder to:
Send messages automatically on schedule
Track who opens, clicks, replies
Send you instant notifications when someone's interested
Follow up automatically if they click but don't book
Your only job: Respond when someone says they're interested.
Step 5: Track & Optimize
Monitor these metrics:
If numbers are low, test:
Different subject lines
Different offers
Different timing
Different tone (more casual vs. more professional)
The Biggest Mistake: Doing This Once and Stopping
Here's what I see all the time:
Business owner runs a reactivation campaign. Books 20 customers. Makes $40,000.
Then... stops.
"Well, I already contacted everyone. Can't do it again, right?"
Wrong.
Your database is not a one-time asset. It's a renewable resource.
Here's what smart businesses do:
Every 6-12 months:
Reactivate customers who didn't book last time
Reactivate NEW customers who've gone inactive
Reactivate customers who booked once but didn't become recurring
Example:
Q1: Reactivate 2024-2025 customers → 25 bookings
Q2: Upsell active customers to higher service tiers
Q3: Reactivate Q1 non-responders + new inactive from Q2
Q4: Holiday/seasonal push to all warm contacts
This becomes a system, not a one-time event.
The Action Plan (What to Do Monday Morning)
Here's your step-by-step to get started:
Monday Morning (30 minutes):
Export all customer data from your system
Count how many inactive customers you have (6+ months)
Calculate potential revenue: [Number] × 4% × [Avg Job Value]
This Week (2 hours):
Clean the list (remove duplicates, bad emails)
Segment by recency (0-6mo, 6-18mo, 18-24mo)
Write your first SMS message (use the template above)
Next Week (Decision Time):
Option 1: DIY
Use a tool like Go High Level, Mailchimp, or similar
Set up the automated sequence yourself
Monitor and respond to leads
Option 2: Done-For-You
Hire someone to build and manage it
You just respond to hot leads
Faster, less work, costs more upfront
Option 3: Do Nothing
Your competitors will reach your old customers first
You'll keep spending $200+ per customer on ads
That $40K stays in the spreadsheet
The Bottom Line
Most service businesses are sitting on $50,000-$200,000 in unrealized revenue.
It's hiding in plain sight:
Your QuickBooks customer list
Your old spreadsheets
Your email history
Your past invoices
These aren't "dead" customers. They're dormant.
They stopped for a hundred reasons that have nothing to do with you:
They got busy
They forgot
Life happened
A competitor called first
They were doing it themselves temporarily
But they remember you. They trust you. And many would come back if you just reminded them you exist.
Before you spend another dollar chasing strangers on Google...
Reactivate the goldmine you're sitting on.
What's Next?
If you're a service business owner with 200+ inactive customers and you want to see what a reactivation campaign could generate for your business:
I built a free ROI calculator.
Just enter:
How many inactive customers you have
Your average job value
Your industry
It'll show you:
Expected booking rate
Projected revenue (conservative to optimistic)
Estimated ROI
Cost comparison vs. Google Ads
Click here to access the calculator (or email me at [email protected] with "CALCULATOR" and I'll send it over)
Northline Systems helps service businesses turn their dead customer lists into booked revenue using automated reactivation campaigns. Specializing in landscaping, HVAC, cleaning, pool service, junk removal, and moving companies across Canada.
