Skip to main content

Drip to Past Customers

Who it's for​

Any business with a list of past customers who haven't bought again recently. This is typically the highest-ROI mail play - you already have the relationship; you just need to stay visible.

The play​

Upload your past customer list. Set up a Days After Added campaign with 2-4 touches spread over 60-90 days. Each touch is a warm, personal-feeling message (Notecard or postcard) with a relevant offer or reason to reconnect. The sequence runs automatically for everyone on the list.

Expected signals​

  • Past customer re-engagement mail typically sees 2-4× higher response rates than cold outreach
  • QR scan rates on warm customer lists commonly run 4-10%
  • A 3-touch sequence over 90 days outperforms a single mailer by a significant margin

Step-by-step​

Send method: Campaigns → Days After Added - set it up once and it fires automatically for everyone on the list.

1. Build your past-customer list​

Export from your CRM, POS, or billing system. Required: First Name, Last Name, Address, City, State, Zip. Optional: Last Purchase Date or %CUSTOM1% for personalized context.

Upload as a mailing list named "Past Customers - Re-engagement."

2. Design a 3-touch sequence​

Each touch is a separate action on the same campaign:

DayFormatMessage angle
Day 1Notecard or 4×6 postcard"We miss you" - warm, personal, no hard sell
Day 304×6 or 6×9 postcardNew offer, updated service, or relevant reason to return
Day 60NotecardFinal personal touch, direct CTA, or exclusive offer

3. Make a creative for each touch​

Go to Creatives → New creative and make one creative per touch, choosing the mail piece for that touch. Use these as starting points for the message:

Day 1 (Notecard):

Hi %FIRST_NAME%,

It's been a while and I wanted to reach out personally. We've been thinking of you and would love to reconnect.

[Relevant offer or update - e.g., "We've added new services this year" or "As a past customer, you get 10% off your next visit."]

%YOUR_FULL_NAME%, %YOUR_COMPANY%
%YOUR_PHONE%

Day 30 (Postcard): Lead with the offer. QR code to a landing page with a specific redemption.

Day 60 (Notecard): "Last chance" framing - limited offer, expiring date, or personal check-in.

Use Check my message on each one - target 8+. Save each creative before moving on.

4. Set up a Days After Added campaign​

  1. Go to Campaigns in the sidebar, click New Campaign, and pick your past-customer list under Use a list you have.
  2. What: pick your Day 1 creative.
  3. When: under When someone joins the list, choose Days after they join and enter 1 (mails the day after they're added).
  4. Review: name the action and click Save paused or Start action. The wizard returns to the campaign's page.
  5. Click Add action to add the Day 30 touch: the Day 30 creative, 30 days.
  6. Repeat for Day 60.

Contacts added to the list in the future automatically enter the sequence at Day 1.

5. Track with QR codes​

Add a QR code to every piece. Scanners go into a "Re-engaged" list via the mailing list's When someone scans a QR code… setting (Move Recipient on Scan). Call or follow up within 24 hours.

Pitfalls​

  • Generic "we miss you" with no offer. Sentiment without a reason to act doesn't convert. Give them something.
  • Only one touch. A single mailer to a lapsed customer often isn't enough. The sequence builds momentum.
  • Not updating the list. As you continue working, add new lapsed customers regularly so the campaign stays full.

Run this play​

  1. Upload your past-customer list
  2. Set up a Days After Added drip