biz-dev-reactivation-campaign

name	biz-dev-reactivation-campaign
description	Use when Customer Reactivation Campaign is needed to produce a campaign pack for social-media or digital-marketing work; use `biz-dev-positioning` when its narrower outcome is requested.
metadata	{"portable":true,"compatible_with":["claude-code","codex"]}

Customer Reactivation Campaign

Use When

• Use this skill when the requested outcome is specifically a campaign pack and the supplied brief falls within customer reactivation campaign.

Do Not Use When

• Use biz-dev-positioning when its narrower output is the real deliverable; do not use this skill as a generic substitute.
• Do not use it to publish, send, spend, alter a live account, or make unsupported legal, platform, performance, or certification claims.

Required Inputs

Artefact	Source/provider	Required?	If absent
Commercial brief, target buyer, offer, proof and requested next step	Requester or approved brief	Yes	Stop and request the missing decision context.
Brand voice, offer facts, constraints and approvals	Client source pack or authorised owner	Conditional	State assumptions; do not invent names, prices, results or approvals.
Performance, platform or research evidence used for claims	Traceable export, URL, document or named source	Conditional	Draft the narrowest reviewable version and flag the missing evidence.

Capability and Permission Boundaries

Drafting is permitted within the supplied brief. Publishing, sending, spending, changing live accounts, or claiming certification requires separate explicit authority. Minimum capabilities are read access to supplied files and search across the authorised evidence set. Use only the files, tools, accounts and evidence made available for the engagement, expose every unassessed check, and obtain explicit authority before any mutation.

Degraded Mode

Fallback: if files, network access, platform data, language review or production tools are unavailable, return the narrowest useful qualified campaign pack; mark unavailable checks not assessed and never convert them into a pass.

Decision Rules

Choice	Action	Failure or risk avoided
Buyer problem, proof strength and commercial objective align	Choose the offer and proof sequence that supports the requested buying decision.	A generic sales asset with unsupported claims or the wrong ask.
A required fact or approval is missing	Stop that claim or action; request it or use an explicit placeholder.	Fabricated facts, implied consent or unauthorised publication.
Evidence is partial but a useful draft is possible	Deliver a qualified draft with gaps and the next verification step.	Treating an unassessed requirement as passed.

Workflow

1. Confirm the exact campaign pack, consumer, market, channel and approval boundary; route to biz-dev-positioning if it is the closer match.
2. Inventory supplied facts, source provenance, constraints and missing inputs; stop if the objective, audience or authority is unknowable.
3. Select the domain method and record the material decision behind it before drafting.
4. Produce the smallest complete campaign pack; keep facts traceable and placeholders visibly unresolved.
5. Test the result against the decision table, domain quality criteria and anti-slop gate; recover by narrowing or qualifying unsupported portions.
6. Deliver the artefact with evidence, assumptions, unassessed checks and the next approval or verification step.

Outputs

Artefact	Consumer	Observable acceptance condition
Campaign pack	Requester, client reviewer or delivery team	The campaign pack addresses the named audience and objective, records assumptions, and passes the skill's domain checks without invented facts.
Decision and gap note	Approver or next workflow	Names the chosen route, evidence used, unresolved inputs and any action requiring authority.

Evidence Produced

Evidence	Format	Acceptance condition
Source/assumption register and completed release checklist	Inline table, checklist or linked source note	Every material claim, decision and unavailable check is traceable.

Quality Standards

• Preserve the domain guidance and East African market context below; replace it only when the requester names another market.
• Use British English unless the target language or market requires otherwise, and verify names, figures, quotations and platform rules before use.
• Make the key choice visible, cover failure and edge cases, and keep the result ready for its named consumer.
• Run the repository's anti-ai-slop ship gate; a blocking factual, cultural, safety or permission defect stops release.

Anti-Patterns

• Writing before the objective and audience are known. Fix: stop and obtain the missing brief fields.
• Reusing a neighbouring skill's template because the headings look similar. Fix: route by the requested campaign pack, not vocabulary overlap.
• Adding a price, result, quotation, platform limit or cultural claim without a traceable source. Fix: verify it or qualify/remove it.
• Treating missing access, evidence or native-language review as approval. Fix: mark the check not assessed and narrow the result.
• Publishing, sending, spending or changing a live account from drafting authority alone. Fix: obtain explicit action-specific authority and retain the approval record.

References

• biz-dev-positioning is the nearest routing comparison for this skill.
• Repository agent guide defines the engine-wide market, safety and anti-slop gates.

The core insight: Most businesses chase new customers while ignoring a gold mine — the people who have already bought from them. A dormant customer list is a "trash can asset": invisible, undervalued, and often worth more than the entire existing active marketing budget (Fihn, 2025). Carl, a lawyer with zero results from $15,000 in Facebook ads, generated $100,000 in 48 hours from a single reactivation sequence sent to his 25-year customer list.

Required Input

Ask for all of the following before generating any output:

1. Client business name and industry — legal or trading name and sector
2. Country / city — defaults to Uganda/Kampala if not specified
3. Customer list details — approximate size of the dormant list, how old the records are, format (email addresses, WhatsApp numbers, phone numbers, or a combination)
4. Time since last contact — when did they last communicate with this list? (6 months / 1 year / 3+ years)
5. Reason for dormancy — did the business stop emailing, or did customers stop responding?
6. Best-performing product or service — the one offer customers loved most; this becomes the reactivation hook
7. Current offer or incentive — is there a discount, bonus, or exclusive perk available for returning customers? (If not, the skill will suggest one)
8. Preferred delivery channel — email only / WhatsApp only / email + WhatsApp combined / SMS
9. Brand voice — formal, warm, casual; any specific phrases or language the client uses or avoids
10. Primary goal — immediate sales / reactivated relationships / referral acquisition / all three

Section 1 — Why Reactivation Outperforms Cold Acquisition

Include this framing in any client presentation or brief accompanying the campaign.

The economics of reactivation:

• Acquiring a new customer costs 5–9x more than retaining or reactivating an existing one (widely cited in CRM literature)
• A weekly repeat customer — even at the same average order value — is worth 100x more over a year than a one-time visitor (Fihn, 2025: Groupon restaurant case study — one-time customer LTV $12.50 vs weekly repeat LTV $5,200/year)
• The dormant customer is not a lost customer — they stopped hearing from you, not from wanting what you sell
• In the Uganda/EA market, where relationship and trust are prerequisites for commercial decisions, re-establishing personal contact carries disproportionate weight compared to cold advertising

What reactivation requires:

• A list (email, WhatsApp, or phone numbers from past customers)
• A reason to reach out (the gratitude campaign removes the awkwardness of a cold reappearance)
• A low-friction offer (not a desperate discount — an exclusive appreciation)
• A human voice in the writing (the campaign must sound personal, not automated)

Section 2 — The Four-Part Reactivation Sequence

Generate all four pieces for the client's chosen channel (email or WhatsApp). Adapt tone to the brand voice. Each piece is a complete, standalone message — not a fragment.

Message 1 — The Gratitude Message (Day 1)

Purpose: re-establish contact as a thank-you, not a sales pitch. Arriving with gratitude disarms any awkwardness about the gap in contact and does not feel like a marketing email.

Structure:

• Warm opening that references the relationship (not the product)
• Genuine expression of appreciation for their past business
• One personal or specific detail that makes it feel individual (reference the niche they operate in, a common challenge their industry faces, or a shared community reference)
• No offer in this message — pure relationship re-establishment
• Close with a forward-looking warmth (not a CTA)

Template (adapt to client's voice):

Subject: A quick thank-you from [First Name] at [Business Name]

Hello [Customer Name],

I wanted to take a moment to genuinely thank you for your support of [Business Name]. You chose us when you didn't have to, and that means more than a standard email can convey.

Things have been moving fast here — [brief personal update: new location / new team member / expanded range / quiet period of reflection]. Through all of it, we keep coming back to the same thought: the customers we most want to serve are the ones who have already given us a chance.

That's you.

No ask today. Just a genuine thank-you for being part of our story.

Warmly, [Sender First Name] [Business Name]

WhatsApp adaptation: shorten to 5–7 lines. Begin with their name. No subject line. End with a simple sign-off — no CTA button or link.

Message 2 — The Value Message (Day 3)

Purpose: deliver something genuinely useful with no strings attached. Positions the business as an authority and continues building re-engagement before any offer is made.

Structure:

• Callback to Message 1 ("since I was thinking about you...")
• One specific, actionable piece of advice relevant to their situation or industry (use the client's expertise — a tip, a short guide, a resource they did not have to ask for)
• Frame it as a gift, not marketing content
• Soft close: "Let me know if this was useful"

The value must be real. Do not send a promotional message disguised as a tip. This message earns the right to make an offer in Message 3.

Message 3 — The Exclusive Offer (Day 5)

Purpose: present a time-sensitive, customer-specific offer that is not available to the general public. The exclusivity is the message.

Offer options (select the most appropriate for the client):

• VIP early access to a new product or service (before public launch)
• A returning customer discount (e.g., "20% off your next booking — for past clients only, this week only")
• A bundled value package (e.g., "for this week only, [product] includes [bonus service] at no extra charge")
• A free consultation, assessment, or audit (especially for service businesses — a low-risk first step back into the relationship)
• A referral reward framed as mutual benefit ("bring a colleague and we both win")

Structure:

• Direct, warm opening that references the relationship
• The offer — clearly stated with: what it is, what it includes, the specific deadline (day and time), and how to claim it
• One sentence on why they deserve it (they are a past client, not a random recipient)
• Single CTA: one action only (reply, WhatsApp, click link)

WhatsApp CTA: "Reply YES to this message and I'll send you the details / booking link."

Message 4 — The Referral Close (Day 8)

Purpose: convert the reactivated relationship into a referral engine. The best time to ask for a referral is immediately after a positive re-engagement — when trust and goodwill are at their highest.

Structure:

• Thank them for their engagement or purchase (if any from Message 3)
• The referral ask — framed as an invitation, not a sales request
• The referral incentive: what the referring customer receives (a reward, a credit, a thank-you gift), and what the referred contact receives
• Simple mechanics: "Forward this message to one person" or "Give them my WhatsApp number" or "Tag them in our post"
• Close with warmth — this is the last message in the sequence

VIP card approach (for in-person businesses): Provide the client with a card template stating: "[Business Name] is offering a free [assessment/consultation/tasting/session] to any business owner you refer. Present this card to receive your personal thank-you gift." Three cards given to each happy reactivated customer. The card makes the referral ask physical and memorable.

Section 3 — WhatsApp-First Adaptation for Uganda/EA

In the Uganda/East Africa market, WhatsApp is the dominant personal and professional communication channel. Many customers have mobile numbers on record but no email address. Apply the following adaptations:

WhatsApp sequence principles:

• Maximum 5 lines per message — WhatsApp is read on mobile; dense paragraphs are not opened
• Use the customer's first name in every opening line
• Avoid formal email sign-offs — use "Warm regards" or simply the sender's first name
• Include a single WhatsApp reply prompt in every message (not a link) — reply-based engagement has far higher open rates than links in WhatsApp
• Space messages 48 hours apart minimum — WhatsApp messages feel more intrusive than email; do not compress the sequence

Number of messages: reduce the sequence to 3 messages for WhatsApp (merge Messages 2 and 3). A 4-message WhatsApp sequence risks being blocked or reported.

GDPR / Uganda DPA 2019 compliance note: do not send WhatsApp messages to any number that has not opted in to receive marketing communications. "Past customer" does not equal consent under the Uganda Data Protection and Privacy Act 2019. Advise the client to send Message 1 only and include an explicit opt-in CTA: "Reply YES to continue hearing from us." Only continue the sequence to those who reply.

Section 4 — Campaign Brief for Client Sign-Off

Produce a one-page brief before generating the full campaign copy. The brief documents the client's agreement on:

Element	Detail
List size	[Total records in scope]
Channel	Email / WhatsApp / SMS / Combined
Offer	[Specific offer, discount level, or bundle]
Deadline	[Date the offer expires]
Sequence start date	[Date Message 1 sends]
Success metric	Revenue generated / Responses received / Referrals collected
Approval required by	[Date client must approve copy]

Obtain written approval of this brief before writing the copy. Scope creep after copy is written is preventable.

Section 5 — Measuring Success

Track the following for every reactivation campaign:

Metric	How to measure	Benchmark
Open rate (email)	Email platform analytics	40–60% for existing customer lists (vs 20–25% for cold)
Reply rate (WhatsApp)	Count replies to Message 1	15–30% of opted-in recipients
Offer redemption rate	Orders / bookings / sessions booked	5–15% of total list
Revenue generated	Client reports within 7 days	[Client defines acceptable threshold]
Referrals generated	Referral codes, VIP cards redeemed	Track separately for 30 days post-campaign

Report to the client within 10 days of the final message sending. Use the results as the case study anchor for the next client pitch.

Quality Criteria

Output meets the standard for this skill when:

• All four messages are complete, copy-ready pieces — not outlines or templates with unfilled placeholders; every message uses the client's actual business name, product/service, and brand voice
• The Gratitude Message (Message 1) contains no offer and reads as a genuine personal communication, not a marketing email
• The Exclusive Offer (Message 3) states the specific offer, deadline (day and date, not "this week"), and a single clear CTA
• The Referral Close (Message 4) includes the mechanics and incentive for the referral, not just a general ask
• A WhatsApp-adapted version is included for any Uganda/EA client, respecting the 5-line maximum and Uganda DPA compliance note
• The campaign brief table is present and ready for client sign-off
• All content is in British English with no American spelling variants
• The ROI framing (reactivation economics) is present and cited to support the client conversation on why to prioritise this campaign

References

• Fihn, F. (2025) Beyond the Agency Box: The Phoneless Meet
• Bodnar, K. and Cohen, J. (2012) The B2B Social Media Book
• Uganda Data Protection and Privacy Act 2019 (UDPPA)