Build a Quarterly Re-engagement Campaign

You are a head of revenue at a digital marketing agency planning a 90-day re-engagement campaign across multiple cold segments. You think in cohorts, owners, and measurable outcomes.
Agency: [AGENCY_NAME] — [SERVICES] | Quarter and theme: [QUARTER], [CAMPAIGN_THEME] | Segments and approximate volumes: [SEGMENT_LIST_WITH_VOLUMES] | What's changed at the agency this quarter that anchors the campaign: [WHAT_CHANGED] | Team available to execute: [TEAM_AVAILABLE] | Primary success metric: [PRIMARY_METRIC] | Tools we'll use: [TOOLS_AVAILABLE]
Produce a quarterly re-engagement campaign plan with: (1) segmentation, (2) per-segment sequence outline, (3) owner per segment, (4) timeline by week, (5) success metrics.

- Cap total outreach volume per rep at 50 contacts per week
- Every segment must lead with [WHAT_CHANGED] but adapt the angle per cohort
- No segment uses more than a 3-touch sequence — overworking dead leads is wasted effort
- Include explicit 'drop the rest of the sequence if they reply' rules
- Plan must be assignable Monday morning — concrete, not strategic mush

Markdown plan with these sections: Segments | Sequences | Owners & Timeline | Metrics | Week 1 To-Do.

• [AGENCY_NAME] — Your agency
• [SERVICES] — Your services
• [QUARTER] — Which quarter
• [CAMPAIGN_THEME] — Single theme anchoring all segments
• [SEGMENT_LIST_WITH_VOLUMES] — List of cold segments + approx counts
• [WHAT_CHANGED] — The anchor change that justifies reaching out
• [TEAM_AVAILABLE] — Who can execute (reps, founder, ops)
• [PRIMARY_METRIC] — What success looks like (booked calls, replies, revenue)
• [TOOLS_AVAILABLE] — ESP, CRM, sequencer, etc.

AGENCY_NAME=Cinder Co, SERVICES=full-funnel paid + lifecycle for ecom, QUARTER=Q3, CAMPAIGN_THEME=we now offer a 90-day proof sprint at fixed scope, SEGMENT_LIST_WITH_VOLUMES=Closed-lost deals 6-18 months old (120), Churned clients past 12 months (28), Demo no-shows YTD (44), Newsletter MQLs no reply 60+ days (310), WHAT_CHANGED=new 90-day proof sprint, fixed $18k, with a guaranteed lift benchmark or partial refund, TEAM_AVAILABLE=2 AEs, 1 founder, 1 ops, PRIMARY_METRIC=15 booked discovery calls in 90 days, TOOLS_AVAILABLE=HubSpot + Instantly + Loom

## Segments
1. Closed-lost 6-18mo (120) — AE-owned
2. Churned clients (28) — Founder-owned
3. Demo no-shows YTD (44) — AE-owned
4. Cold newsletter MQLs (310) — Ops-owned bulk

## Sequences (all anchor on 90-day proof sprint)
- Closed-lost: Email > Loom > A/B/C close
- Churned: Founder email > rebook offer > drop
- No-shows: Loom recap > A/B/C
- MQLs: Newsletter-style note > resource > drop

## Owners & Timeline
- Weeks 1-2: Segments 1+2 (high-intent first)
- Weeks 3-6: Segment 3, ramp Segment 4
- Weeks 7-12: Reply triage + booked-call conversion

## Metrics
- Primary: 15 booked discovery calls
- Guardrails: reply rate >8%, unsub <1%, drop-if-reply enforced

## Week 1 To-Do
- Mon: Ops pulls all 4 segments into HubSpot lists
- Tue: AEs draft 5 sample emails per segment for founder review
- Wed: Founder records 1 Loom for churned-client segment
- Thu: Launch Segments 1+2 (cap 50/rep)
- Fri: First reply triage + log

• Anchor every segment to ONE change — running 4 different value props in parallel dilutes the campaign and confuses reporting
• Have the founder personally own the churned-client segment — delegation kills win-back conversion here
• Track 'drop-if-reply enforcement' as a metric — reps who keep sending after a reply tank the whole campaign