Overview
A Loops reactivation cohort builder helps lifecycle teams find inactive contacts who are safe to re-engage and separate them from people who should be suppressed. This playbook reviews Loops contacts, mailing lists, properties, and available lifecycle context, then creates a cohort table and short message plan.
It is designed for teams that want a controlled reactivation campaign, not a broad “wake everyone up” blast. Juno focuses on eligibility, suppression, and message relevance before drafting the campaign direction.
Why you should separate reactivation from risky blasting
Inactive contacts are not all the same. Some may be dormant subscribers who still recognize the brand. Others may be unsubscribed, recently active elsewhere, in a conflicting lifecycle journey, or missing enough context that sending would be a bad bet.
Email platforms and deliverability teams consistently stress consent, relevance, and list quality. Google’s sender guidelines, for example, emphasize keeping spam rates low and sending mail people expect to receive in its email sender guidelines. A reactivation plan should respect that reality before it gets clever with copy.
This playbook gives you a safer middle path. It builds a conservative cohort, documents the suppression logic, and proposes a concise message plan that a marketer can review before launch.
Step-by-step
- 1Confirm the audience the user wants to reactivate, the inactivity window, and the business reason for reaching out now.
- 2Review Loops contacts, list membership, contact properties, and lifecycle context to define eligible inactive contacts.
- 3Exclude contacts with suppression risk, unclear consent, recent activity, customer journey conflicts, or data that is too uncertain to trust.
- 4Segment the remaining cohort by useful message angle, such as dormant newsletter subscribers, quiet trials, lapsed customers, or product-qualified leads.
- 5Create a cohort table with eligibility logic, estimated size, suppression rules, confidence level, message angle, and approval status.
- 6Draft a short reactivation message plan with the core promise, recommended sequence length, subject line direction, and review notes.
Frequently asked questions
What inactivity window should I use?
If the user does not provide one, start with a conservative 60 to 120 day window and adjust based on the product cycle, email frequency, and available Loops activity data.
Does this playbook write the full email sequence?
It creates a review-ready message plan and can include concise subject line and body direction. Full copy can be drafted after the cohort and suppression rules are approved.
What makes a contact unsafe for reactivation?
Suppression risk, unclear consent, recent activity, conflicting lifecycle status, or unreliable contact data can all make a contact unsafe for a default reactivation send.
Why use Loops for this instead of a spreadsheet?
Loops contains the contact state, list membership, properties, and lifecycle context that determine whether someone should receive a reactivation message. A spreadsheet alone can miss that operational context.
