Re-engagementCampaign

Zapier pulls the contact's full engagement history — email opens, clicks, page visits, SMS replies, appointment attendance — and runs it through a weighted scoring model. The resulting score (0–100) determines which re-engagement track the lead enters: cold, warm, or high-intent.

A conditional router evaluates the behavior score and splits leads into three branches. Cold leads (0–30) receive a soft re-introduction sequence. Warm leads (31–65) get a value-add offer sequence. High-intent leads (66–100) are routed to a pipeline re-activation sequence with priority escalation.

GHL fires a multi-message SMS sequence tailored to the lead's score track. Each message uses custom fields — first name, last service interest, and time since last contact — for deep personalization. Messages are spaced with smart wait timers and stop automatically the moment the lead replies or books.

If the SMS sequence receives no reply after two messages, GHL automatically layers in a parallel email drip. Emails are branded, mobile-optimized, and include a direct booking link. The dual-channel approach maximizes touchpoints without over-messaging on a single channel.

Every execution is logged in GHL's contact timeline with sequence name, score, track, and outcome. Zapier writes a summary row to Google Sheets for reporting. Contacts that re-engage are tagged "Re-activated" and moved to the active pipeline stage. Unresponsive contacts are tagged "Unsubscribe Candidate" for list hygiene review.