How much does database reactivation cost?

Contacts from the past 3 years are the most valuable reactivation targets for service businesses. Beyond 3 years, contact information becomes less reliable and intent signals are weaker. However, for services with long replacement cycles — roofing (15–25 years), HVAC (10–15 years), or property maintenance — contacts from 5–7 years ago are still worth including with appropriate messaging ("Your roof is 7 years old — the average lifespan is 20 years. Has it been inspected recently?").

For a warm database of past customers and engaged leads, SMS reactivation response rates of 8–20% are typical. For a colder database of older leads who never converted, rates of 3–8% are more typical. These response rates are dramatically higher than cold outreach (0.5–2%) because the contacts have a prior relationship with the brand — even if that relationship was brief. Any positive response from a genuine buyer represents potential revenue at near-zero acquisition cost.

Seasonal timing dramatically improves reactivation results. A lawn care company that contacts its dormant database in early March ("Spring is here — want to get on our schedule before spots fill up?") converts at 2–3× the rate of the same message sent in July. Building seasonal timing into the reactivation logic — contacting the right contacts with the right message at the right seasonal moment — is part of the ReactivationOS™ build specification.