Reactivation Campaign

A Reactivation Campaign is a marketing sequence designed to win back customers who have stopped purchasing. The campaign timing must be calibrated to the industry visit cycle — firing too early annoys customers in their normal cadence; firing too late means the customer has already chosen a competitor. Industry-tier-calibrated reactivation is the difference between effective winback and SMS spam.

Reactivation timing per industry tier

Daily-frequency (coffee, QSR): fire at 7-14 days. Weekly (gym, pizza): 14-30 days. Monthly (medspa, beauty, retail): 45-90 days. Quarterly (dental, auto): 150-180 days. Annual (HVAC, home services): 300-365 days. Wallefy auto-calibrates these thresholds from the industry intelligence pack.

Reactivation message structure

Three-touch sequence: Touch 1 (at at-risk threshold) — soft "we miss you" push, no offer; Touch 2 (50% past at-risk) — small reactivation credit; Touch 3 (90% past at-risk) — meaningful offer + personal tone from owner. Each touch escalates urgency. Never start with a discount — devalues the brand.

Reactivation conversion rates

Typical wallet-pass-driven reactivation: 8-15% of at-risk customers reactivate within 30 days of the campaign. Compare to email-only: 2-5%. The difference is that the wallet pass lives on the customer's lock screen — they see the push without opening an app.