TRACKED CALLS / 24H1,284+12.4%SMS RECOVERIES / WK287+8.1%DEMAND REACTIVATION RESPONSE RATE41.0%+3.2ppAU + NZ CLIENTS LIVE512+11AVG QUOTE RESPONSE47 MIN-9 minISO 27001PLATFORMTRACKED CALLS / 24H1,284+12.4%SMS RECOVERIES / WK287+8.1%DEMAND REACTIVATION RESPONSE RATE41.0%+3.2ppAU + NZ CLIENTS LIVE512+11AVG QUOTE RESPONSE47 MIN-9 minISO 27001PLATFORM
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Sandbox · What you can buy from Gibson off the shelf

// Our flagship build, productised

Demand Reactivation Engine

By Albert Triolo, Gibson Promotions ·
// THE BASICS

What is lead reactivation?

Lead reactivation is the practice of systematically re-engaging dormant prospects, the contacts who once enquired but never bought, using personalised outreach at scale. Gibson Promotions, a Sydney-based marketing accountability business, productised this pattern as Reignite. In one Reignite pilot in Australia, 130 dormant prospects produced $9,415 in confirmed bookings from SMS that reached a 98% open rate. The reason it works is structural: the contact already knows the brand and only needs a reason, framed correctly, to come back. Results vary by sector.

First: read how Gibson tracks the inbound calls that come back from reactivation›

“Lead reactivation is the practice of systematically re-engaging dormant prospects with personalised outreach at scale. In one Reignite pilot, 130 dormant prospects produced $9,415 in confirmed bookings from SMS that hit a 98% open rate, because the message reached people who already knew the brand and had simply gone cold.”

Albert Triolo, founder of Gibson Promotions

“Reactivation beats cold acquisition because the relationship already exists. The bottleneck is not the contact list, it is the discipline to actually work it: score every contact, draft in the operator's voice, route the replies, and close the loop back into the CRM. That is what Reignite automates.”

Albert Triolo, founder of Gibson Promotions
Our flagship build, productised

Demand Reactivation Engine

numbers
$9,415confirmed bookings, 130-prospect pilot
20-41%engagement rate (results vary by sector)
98%SMS open rate
$269average recovered per dormant contact

130 dormant prospects. $9,415 in confirmed bookings. 20-20-41% engagement (results vary by sector) rate (results vary by sector). 98% SMS open rate. The pilot data was the easy part. The hard part was that every CRM in Australia is sitting on the same opportunity and nobody is working it. Sales teams do not have the hours. Marketing blasts a newsletter that never gets opened. The accountant writes the contacts off as dead weight. Meanwhile the relationship is still there. Just sleeping.

Built. An AI-driven dormant relationship recovery platform. Every contact scored. Every SMS drafted in the operator's voice, scored before send, blocked if unsafe, rewritten if weak. Replies route automatically into bookings, follow-up, escalation, or opt-out. Multi-tenant, audit-grade, ACMA-compliant, end to end.

Reignite operator terminal sign-in screen, showing the Command, Tenants and Readiness drill-downs.
Reignite operator terminal. HMAC-authenticated, 8-hour session, every action audit-logged.

Live across multiple Gibson clients. Bundled or standalone.

‹ Back to all Sandbox builds

// THE ALTERNATIVES

How does reactivation compare with the alternatives?

Most teams default to cold outreach or another ad spend cycle. Reactivation is structurally cheaper because the contact already knows the brand.

  • Cold outreach

    High cost per response. No prior brand recognition. Higher refusal and opt-out rates than a reactivation list of the same size.

  • Paid ads (Google or Meta)

    Buys new attention every cycle. Works, but every dollar resets at zero. Reactivation extracts revenue from spend you already made.

  • Email newsletter

    Open rates sit around 20% across industries. SMS reactivation in the Reignite pilot reached 98%. Newsletters keep the relationship warm but rarely close the booking.

  • Doing nothing

    The contacts stay dormant. The relationship value depreciates. The accountant writes them off as dead weight even though the relationship is still there.

// FREQUENTLY ASKED

Frequently asked questions

What is lead reactivation?

Lead reactivation is the practice of re-engaging dormant contacts, prospects or past customers who went quiet, with personalised outreach designed to bring them back into the pipeline. It is structurally different from cold outreach because the relationship and brand recognition already exist.

Does SMS reactivation actually work?

In a Reignite pilot of 130 dormant prospects, SMS reached a 98% open rate against the 20% email industry average and produced $9,415 in confirmed bookings, an average of $269 recovered per dormant contact. Engagement rates ranged from 20% to 41% by sector. Results vary by sector.

How is reactivation different from cold texting?

Cold texting goes to people with no prior relationship to the brand. Reactivation goes to contacts who once enquired or bought. The message is framed against that prior context, and replies route back into the existing CRM record rather than starting a new one. Reignite enforces this distinction: every send is scored, blocked if unsafe, rewritten if weak.

What does Reignite cost for a small business in Australia?

Reignite is bundled with Gibson's call tracking and reactivation services or available standalone. Pricing is by list size and tenant, not seat. The closest comparison for an SMB is the cost of one month of paid ads, recovered as confirmed bookings over the campaign window when the dormant list is real.

How fast can a reactivation campaign go live?

Once the dormant list and operator voice are confirmed, a Reignite campaign typically goes live within days, not weeks. The slow part is never the platform, it is exporting and cleaning the dormant list out of the CRM. Gibson does that cleanup as part of onboarding.

// MORE ON THIS
// MORE SANDBOX BUILDS

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