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Re-engagement sequence for cold or inactive contacts

One of 565 written HubSpot workflow specs, by a collective of independent HubSpot consultants.

Professional

Seat pricing: Professional edition. To build it, a GTM Seat or an Ops Seat (an Ops Seat cannot create marketing emails or sequences). Per-hub plans: Marketing Hub Professional.

Contact11 stepsUpdated for HubSpot seat pricing
OutcomeContacts who have gone quiet for a defined stretch get one last, deliberately light-touch sequence to earn a click before being suppressed from ongoing nurture, protecting sender reputation and list quality.
Workflow maplead-nurturing-005
Filter: inactive 120d+, not customer, no open deal/ticket leads to Set reengagement_attempted = true. Set reengagement_attempted = true leads to Send: Re-engagement 1. Send: Re-engagement 1 leads to Delay 5 days. Delay 5 days leads to Clicked email 1?. Clicked email 1? leads to Yes: Set outcome = Re-engaged; No: Send: Re-engagement 2 - last call. Send: Re-engagement 2 - last call leads to Delay 5 days. Delay 5 days leads to Clicked email 2?. Clicked email 2? leads to Yes: Set outcome = Re-engaged; No: Set outcome = No response. Set outcome = No response leads to Add to list: Suppressed - Non-responders. Yes No Yes No Filter: inactive 120d+, not customer, no open deal/ticket Set reengagement_attempted = true Send: Re-engagement 1 Delay 5 days Clicked email 1? Set outcome = Re-engaged Send: Re-engagement 2 - last call Delay 5 days Clicked email 2? Set outcome = Re-engaged Set outcome = No response Add to list: Suppressed - Non-responders
Filter: inactive 120d+, not customer, no open deal/ticket leads to Set reengagement_attempted = true. Set reengagement_attempted = true leads to Send: Re-engagement 1. Send: Re-engagement 1 leads to Delay 5 days. Delay 5 days leads to Clicked email 1?. Clicked email 1? leads to Yes: Set outcome = Re-engaged; No: Send: Re-engagement 2 - last call. Send: Re-engagement 2 - last call leads to Delay 5 days. Delay 5 days leads to Clicked email 2?. Clicked email 2? leads to Yes: Set outcome = Re-engaged; No: Set outcome = No response. Set outcome = No response leads to Add to list: Suppressed - Non-responders. Yes No Yes No Filter: inactive 120d+, not customer, no open deal/ticket Set reengagement_attempted = true Send: Re-engagement 1 Delay 5 days Clicked email 1? Set outcome = Re-engaged Send: Re-engagement 2 - last call Delay 5 days Clicked email 2? Set outcome = Re-engaged Set outcome = No response Add to list: Suppressed - Non- responders

When to use it, when not to

Use it

  • Use for contacts with no marketing email opens or clicks in a set window (for example 120 days) who are not customers and not in an active deal.
  • Use ahead of a planned list cleanup, or before deliverability tools start flagging the segment as risk.
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Skip it

  • Do not use on contacts inside an active deal or an open support ticket. Active pipeline should never get a generic win-back email.
  • Do not use as a substitute for real list hygiene (duplicates, invalid addresses). That is data-quality scope. This fiche only handles engagement-based re-engagement content.
Read more on when to skip itShow less

The rest of this spec

Prerequisites · 3 items

Every property with its label, internal name, type and options, plus the assets the workflow needs.

Enrollment · 4 parts

The trigger, the criteria as ticked in the UI, the re-enrollment rule and the suppression list.

Steps · 11 numbered actions

Each action in order with its parameters, branches and delays.

Known pitfalls · 4

Traps seen in production, each with what breaks and what to do instead.

Test plan and UAT script · 4 cases, 3 variants

How to prove it works in a test portal, one case per branch, and a sign-off sheet.

Files · PDF, Markdown, JSON, CSV

The properties JSON creates the fields in one call. The workflow JSON documents the build.

Install · 1 click, switched off

The installer creates the properties and the workflow, switched off, then opens a task for what it cannot create. Nothing is deleted, enabled or enrolled.

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