Signal · Portfolio

Reactivation shortlist

Former clients — long-dormant (12+ months), previously high-value, clean-paying — worth a warm re-approach.

Portfolio

What the signal measures

Former clients — long-dormant (12+ months), previously high-value, clean-paying — worth a warm re-approach.

Why it matters

Former clients who paid you well and left cleanly are the highest-conversion cold-list you have — they already know what you do and have a happy history. This signal filters your dormant list to clients who were 12+ months quiet, previously high-value, and clean payers (no credit-note tail). The result is a shortlist you can genuinely warm-approach without it feeling opportunistic.

How to act on it

The drafted action is a light, personal check-in referencing shared history — not a pitch. "Been thinking about the [Project X] work we did in 2024 — anything I can help with on the next phase?" The signal ranks by prior lifetime value so you spend outreach effort where the return is highest.

Worked example — fixture consultancy

On Meridian, Slate Systems is a former ~£40k clean payer who last billed in early 2025 (two invoices, both paid quickly, no credit notes). They fail silent-churn because their tenure is too short, but they perfectly fit the reactivation profile — dormant, historically valuable, no red flags in the payment record. Compass drafts a warm re-approach as the top reactivation move.