Sending the same message to every customer on your list is the least effective approach to reactivation. A basic segmentation — which can be done in 30 minutes with any spreadsheet — dramatically improves results.
Segment by recency first
6–12 months inactive: warmest segment. These customers remember you clearly and the service need is still fresh. Higher response rates, easier close. 12–24 months: warm. May need a more compelling offer or reminder of the specific work done. 24+ months: cooler, but still worth contacting. A "long time no talk" message with a stronger incentive works here.
Segment by service type and seasonality
An HVAC customer is most relevant to contact in September (before heating season) or March (before cooling season). A landscaping customer is most relevant in April. A roofing customer is most relevant in late spring before summer or after a major hailstorm. Timing a message to the moment it's most relevant to the customer's current need dramatically increases response rate.
Match the message to the segment
Recency affects the tone. Recent customers can be casual ("Hey, it's been a while — same place, same number?"). Older customers need more context ("We did your furnace in 2022 — thought you might want to get ahead of this heating season"). Tailored messages outperform broadcasts by 2–3x.