Closed-lost (non-customer) contact re-engagement nurture

Outcome. A contact whose deal closed lost gets left alone for a fixed cooldown, then receives one re-engagement email checking whether anything has changed, instead of either being nurtured immediately after a loss or forgotten entirely.

Workflow map Enrollment, branches and actions at a glance lead-nurturing-021

flowchart TD
    A[Deal closed lost, contact not a customer] --> B[Set cooldown_until = +90 days]
    B --> C[Delay until cooldown_until]
    C --> D{Any open deal now?}
    D -- No --> E[Send: checking back in email]
    E --> F[Set closed_lost_reengaged = true]
    D -- Yes --> G[No action]

When to use it, when not to

• UseUse once deals in the account reliably move to a Closed Lost stage and that stage change is trackable on the associated contact.
• UseUse it for a genuine loss (budget, timing, chose a competitor), where circumstances plausibly change later. This is not for disqualified or bad-fit contacts, see lead-nurturing-041 for that pattern.
• SkipDo not use it immediately after a loss. The cooldown exists because reaching out right away after a "no" reads as tone-deaf; give it real time.
• SkipDo not enroll a contact who has an open deal on a different associated record. Check that no other active opportunity exists before starting the cooldown clock.