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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: Automated 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 automation:

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. Create your Message Templates​

In the left navigation, go to Message & QR Templates and create one template per touch. Use these as starting points:

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.

Run Rate My Content on each template — target 8+ on personalization and CTA. Save each template before moving on.

4. Set up a Days After Added campaign​

  1. Go to Automated Campaigns in the left navigation.
  2. Click Add Automation.
  3. In the Add Automation modal:
    • Select What To Send: choose your mailer format (Notecard for Day 1/60, postcard for Day 30).
    • Select An Image Template and Select A Message Template for the Day 1 touch.
    • Select A Mailing List: choose your past-customer list.
    • In the Sending trigger dropdown, select A Number of Days After a Recipient Is Added.
    • Set Enter Day After Added to List to 1 (sends the day after they're added).
  4. Click Save and Add Another to add the Day 30 touch: same list, Day 30 message template, enter 30 for the day.
  5. Repeat for Day 60.

Contacts added to the list in the future will 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 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