How to segment your CRM list for the best reactivation results

Segmentation decides the outcome of a reactivation campaign. Emailing your entire CRM database without any selection is a waste of both your sending domain and your recipients' patience. Here is how to prioritize correctly.

Why not all old leads are equal

A lead that was in the proposal stage 6 months ago is worth contacting tomorrow. A lead that downloaded an ebook in 2018 probably is not. The size of your CRM database matters less than the quality of the segmentation.

Four segments to prioritize

1. Former customers who stopped buying

Top priority. They know the product, they already trusted you once. Something has changed, often organizationally, and now the time may be right again.

2. Proposals that stalled

Deals marked "lost, no decision" or "stalled". They were close to closing. They stopped for timing or budget reasons, not because the product was wrong.

3. Inbound leads that were never followed up

They raised their hand. No one got back in time. It is a simple restart, and they are often pleasantly surprised when someone finally reaches out with something thought through.

4. Churned trial users

They tested and left. Often because the timing was wrong, not the product. 6 to 12 months later the situation has changed.

What to look at in the segmentation

• Last activity: when did you last have contact?
• Deal value: what was the potential deal worth?
• Industry: do they still fit your ICP?
• Title: is the decision maker still in the role?

The fifth dimension: signals

Static segmentation answers the question "who should we contact?". But the more important question is "who should we contact now?". That question is answered by signals:

• The contact has changed role or company
• The company is hiring in the area you sell to
• A funding round or expansion has been announced
• The company has switched systems or vendors

A lead in segment 2 without a signal is a contact at random. The same lead whose company just appointed a new head of sales is an email with a natural opening line. The signal gives both the timing and the concrete something to open the email on. That is the difference between an email that gets read and one that gets deleted.

The optimal reactivation window: 4 to 18 months

New enough that they remember you, old enough that the situation has likely changed. Younger than 4 months is not reactivation. It is normal follow-up. Older than 18 months is often too cold, and the contact data has had time to change.

Red flags: leads not to prioritize

• Contacts older than 3 years without validation
• No email address on record, or a bouncing domain
• Completely wrong ICP or industry
• A previous explicit "do not contact"

The last one is absolute. A lead that asked not to be contacted should never be in a reactivation campaign, regardless of deal value.

How Leo does this automatically

Leo, Revexa's AI, takes your CRM list, sorts out the four priority segments and clears the red flags. Then Leo does what no human has time for: monitoring each lead continuously and acting only when a signal appears. Research on the company, a personal email that opens on the concrete event, sent from your domain in your salesperson's voice. You do not have to sit and grade thousands of rows yourself. And more importantly: no one is contacted without a reason.