Re-engagement sequence for cold or inactive contacts

Outcome. Contacts 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.

flowchart TD
    A[Filter: inactive 120d+, not customer, no open deal/ticket] --> B[Set reengagement_attempted = true]
    B --> C[Send: Re-engagement 1]
    C --> D[Delay 5 days]
    D --> E{Clicked email 1?}
    E -- Yes --> F[Set outcome = Re-engaged]
    E -- No --> G[Send: Re-engagement 2 - last call]
    G --> H[Delay 5 days]
    H --> I{Clicked email 2?}
    I -- Yes --> J[Set outcome = Re-engaged]
    I -- No --> K[Set outcome = No response]
    K --> L[Add to list: Suppressed - Non-responders]

When to use it / when not to

• 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.
• 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.