Sample deliverable — Dormant Customer Win-Back Campaign

LIST: 1,240 customers in ServiceTitan export.
SEGMENT A — 18–36 months silent, had maintenance or repair: 312 people. Primary target.
SEGMENT B — 36+ months silent: 405 people. Softer angle, expectation reset.
SUPPRESS — complaints on file, unpaid invoices, addresses outside service area: 96 people. Do not contact.

Rule we follow: every send needs a working unsubscribe and a real reply-to. Win-back only works if the inbox is respected.

Subject: it’s been a while — quick question about your system

Hi {FirstName},

You had us out for {LastService} back in {Month Year}, and we realized we have not checked in since. That is on us.

No offer in this email — just a question: how has the system been running? If anything has been noisy, weak, or "we just live with it", reply and tell us. We will tell you honestly whether it is worth a visit or not.

— Mike Castor, Castor Heating & Air
(You can unsubscribe below and we will not write again.)

Subject: before the first heat wave hits

Hi {FirstName},

Every June we get the same week of panicked calls when the first 95° day lands. The systems that fail are almost always the ones that skipped tune-ups.

Your last visit was {Month Year}. A pre-season tune-up is $129, takes about an hour, and is the cheapest insurance against a $400 emergency call in July (plus the sweaty wait — we book out fast that week).

Reply "tune-up" and Carla will offer you three times. That is the whole process.

— Castor Heating & Air

Subject: closing the loop

Hi {FirstName},

Last email from us for a while — we are not going to fill your inbox.

If you have switched companies, no hard feelings; you can ignore this. If you just have not gotten around to it, this link shows our open slots for the next two weeks: {BookingLink}

And if anything breaks at 9pm in August, our emergency line is still (555) 014-8821. We answer.

— Mike

SENT — Segment A: 312 contacted, 3 touches over 24 days. Deliverability 97%.
REPLIES — 41 total: 22 booked or asked to book, 9 "call me later in fall" (tagged for September), 6 questions, 4 unsubscribes.
OFFICE-LOGGED BOOKINGS — 22 tune-ups + 3 repair visits traced to the sequence.
ROUGH MATH — 25 jobs × your stated $180 average ticket ≈ $4,500 from a $490 campaign, before any repair upsell.
NEXT — Segment B (36+ months) with the softer "are you still in the house?" angle; September re-touch list is already built.