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← All case files · Case file 007 · Re-activation campaign · Representative engagement
Tarheel Plumbing Co. Charlotte, NC

Tarheel Plumbing Co.
rebuilds a maintenance book in one quarter.

Charlotte plumbing shop had 940 customers on annual drain & water-heater maintenance plans 3 years ago. Today: 412. Asked us to bring them back. We ran a 3-touch re-activation campaign with a friction-free renewal link. 31% reactivated.

Section A · Intake
Trade
Plumbing · residential
Service area
Charlotte + Concord + Gastonia
Engagement
Bundle only
Length
4 months
Section B · Metrics
528
Lapsed customers contacted
163
Plans reactivated
31%
Conversion rate
$48.9k
Added recurring revenue
12 days
Campaign run length
$1.10
Cost per reactivation
Section C · Engagement timeline
  1. T/01
    Week 0
    Plan list pulled

    Exported 528 customers whose plans had lapsed in the past 36 months. Validated phone numbers.

  2. T/02
    Week 1
    Touch 1 sent

    Friendly check-in SMS with one-tap renewal link. 19% replied or renewed within 48 hours.

  3. T/03
    Week 2
    Touch 2 sent

    Reminder + a small incentive ($25 off first drain flush). Another 9% renewed.

  4. T/04
    Week 3
    Touch 3 sent

    Final ask, simpler copy. Picked up another 3%. Owner cut off the campaign there.

  5. T/05
    Month 4
    Locked in

    Recurring revenue stabilized at +$48.9k/yr. Set the system to re-target plan lapses every quarter.

Section D · In their words
"We thought those customers were gone for good. Turns out half of them had just forgotten. Three texts and a $25 incentive brought back $49k a year of revenue."
RF
Reggie F.
Owner · Tarheel Plumbing · Charlotte
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