The reactivation message is the most important element of the campaign. Here's what makes one work — and real examples you can model for your service type.
The anatomy of an effective reactivation SMS
Personal opening (first name or "Hey [name]"). Reference to the past work ("it's been about a year since we did your roof inspection"). Timely reason to reach out ("with spring coming up"). A soft CTA ("want to book a spot?"). Under 160 characters total. No pressure, no discount unless you want to offer one.
Example: HVAC (seasonal)
"Hey [Name] — heating season's almost here. Last time we did your furnace was [year], good time for a check. Want to book a slot this week?" This is 130 characters, personal, timely, and non-pushy. Expected response rate: 12–18%.
Example: Roofing (reactive)
"Hey [Name], just reaching out — we haven't heard from you in a while. If you've noticed any storm damage or just want a free visual inspection, we're in your area this week." Response rate for this kind of message on a 12–24 month dormant list runs 8–12%.
Example: House cleaning (recurring)
"Hi [Name] — it's [Business]. We haven't seen you in a few months! We have openings next week if you're looking for a spring deep clean. Just reply here to book." Response rate: 15–25% on 3–6 month dormant customers.