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Case Study: Activating Dormant Revenue Through an Inactive Customer Campaign

Overview:​

Company: Fluid-Aire Dynamics
Role: Marketing Specialist
Objective: Re-engage non-current customers and recover lost revenue
Launch Date: July 3, 2025

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By mid-2025, the company had a growing number of non-current customers — accounts that had not purchased or engaged in over a year. Despite the increasing volume, no formal initiative had been created to win them back.

 

This represented untapped revenue sitting inside the CRM.

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I identified the gap and built a structured inactive customer campaign to proactively re-engage these accounts.

 

The Problem:​

  • Rising number of inactive accounts

  • No re-engagement strategy in place

  • No automation or lifecycle workflow for dormant customers

  • Lost revenue opportunity from previously qualified buyers

  • The organization was focused on net-new acquisition, while existing customer reactivation remained untouched.

 

The Strategy:​

Rather than launching a one-time email blast, I developed a structured automated re-engagement workflow inside HubSpot, synced with Salesforce.

 

Core Strategy Components:

  1. Defined non-current customer criteria using CRM data in Salesforce.

  2. Pulled and segmented inactive accounts prior to July 3, 2025

  3. Created three email’s and the workflow to trigger a drip campaign.

  4. Built exit criteria: if a customer responded or engaged, they automatically exited the workflow

  5. Aligned sales follow-up to ensure immediate response to re-engaged accounts

  6. Enrolled them into a thel drip campaign

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Goal:

Re-open conversations and recover revenue from previously active buyers. Turn the non-current customers into current customers. Deliver a solution to solve this issue for years to come.

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Execution:

Workflow Design

  • 3-email automated drip sequence

  • Strategic time delays between emails

  • Messaging focused on value and reconnection, not promotion

  • Built-in workflow suppression once engagement occurred

Results

Total opens                    669

New customers               91

Conversion rate            13.6%

Non-conversion rate       86.4%

Customer ratio         1 in 7 openers converted

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Beyond the numbers, this campaign created:

  • A repeatable lifecycle process

  • Automated inactive account management

  • Stronger sales-marketing alignment

  • A scalable revenue recovery engine

 

Revenue Operations Impact

This initiative transformed dormant accounts from a static CRM list into an active revenue opportunity.

It demonstrated that:

  • Lifecycle marketing extends beyond acquisition

  • Automation must be paired with clear exit logic

  • CRM data can uncover hidden revenue potential

  • Retention and reactivation are growth levers
     

This campaign is now a structured process — not a one-off effort.

 

What I Learned:

Growth doesn’t always require new leads.

Sometimes, it requires activating the revenue you already earned.

By combining CRM segmentation, automation workflows, and aligned messaging, inactive customers became a measurable revenue stream.

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