Revenue Maths: Calculator
What is your old customer list worth?
Old quotes and past customers are leads you have already paid for. Estimate what a reactivation campaign could bring back.
Starting values are a worked example, not a benchmark. Response rates vary widely with how old the list is, the offer and the channel, so try your own range.
These contacts are already paid for. A reactivation campaign costs a fraction of finding the same number of new customers.
How it's calculated
Booked jobs = contacts × the share you can reach × reply rate × the share of repliers who book. Revenue = booked jobs × average job value. The range shows the same maths at half and one and a half times your reply rate.
Ideas for the campaign itself are in the growth experiment library.
Questions
What is database reactivation?
Contacting people who already know you (old quotes that didn't go ahead, past customers who haven't been back) with a relevant reason to book again. It is usually the cheapest source of new jobs a business has.
Who counts as a contact?
Anyone who enquired, received a quote or bought from you, but hasn't booked in the last 12 months. Exclude anyone who asked not to be contacted.
What response rate should I expect?
It varies widely with the age of the list, the channel and the message, so this calculator shows a range rather than one figure. Personal SMS that mentions the original job tends to do far better than a generic email blast.
Is it legal to message old customers?
Under Australia's Spam Act you need consent, which can be inferred from an existing business relationship, and every message must identify you and include a way to unsubscribe. Check your situation before you send.
Start with a diagnostic.
The 90-Day Plan: a diagnostic of your marketing and a week-by-week plan, built in two weeks. Yours to keep, whether or not we run it.