> For the complete documentation index, see [llms.txt](https://docs.patagon.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.patagon.ai/en/sales-performance/reengagement-campaigns.md). # How to use reengagement campaigns for your existing base For rating definitions, see the [ILA lead rating system](/en/agent-optimization/ila-rating-system.md). ## Acquisition campaigns vs. reengagement campaigns Most teams use Patagon AI in the "outside-in" direction: new leads enter through WhatsApp and the agent qualifies them. But there's a second equally important strategic use, reactivating leads already in your base who stopped responding before being converted. The practical difference between the two campaign types lies in the audience and objective: | | Acquisition campaigns | Reengagement campaigns | | -------------- | ------------------------------------- | --------------------------------------------------------------- | | **Audience** | New leads from ads or cold lists | Leads already in the base who stopped responding | | **Objective** | Generate initial conversation | Resume an interrupted conversation | | **Template** | Any Meta-approved category | Preferably Utility or Marketing with continuity context | | **24h window** | Not applicable (lead never conversed) | Expired, template required | | **Block risk** | Medium (cold list may report) | Higher (lead already had contact, may be annoyed by insistence) | Both types use the same technical flow in Patagon AI (approved template + audience CSV in **Leads → Campaigns**), but the segmentation, frequency, and tone strategy is completely different. ## Why leads from the existing base stop responding Before creating the campaign, it's worth understanding why the lead became inactive, because this determines which approach to use. The primary profile is **3★ (Good Potential Lead)**: leads with likely ICP fit whose qualification is incomplete. A **1★ (No Info)** lead has not provided useful qualification or ICP information; if the lead never replied, they may receive at most one light first recontact, depending on your strategy. A **2★ (Engaged / Not Potential Yet)** lead is talking and sharing data but is not potential yet; continue qualification while the conversation is active rather than treating the lead as a re-engagement priority. Never include **0★ Anti-ICP / Disqualified** leads, spam, or bots. Leads **4★ and 5★** who stopped responding are a different case: they were already qualified and the bottleneck is commercial, not qualification. These should receive direct human attention, not an automated campaign. ## Eligibility criteria in practice For a reengagement campaign to work, three conditions must be met simultaneously. ### 1. The number must be Green (or at minimum Yellow) Mass campaigns are only available when your WhatsApp number has a **Green** or **Yellow** Quality Rating in Meta Business Manager. If it's Red, the create campaign button appears with the warning "Not eligible for outbound messaging" and sending is blocked. Check in **Meta Business Manager → Account Tools → Phone Numbers** before planning any high-volume campaign. ### 2. The template must be Meta-approved Campaigns only send pre-approved templates. The template must be created, submitted for review, and with "Approved" status in Meta Business Manager before appearing in the campaign dropdown. Approval takes from a few minutes to up to 24 hours. For reengagement, the most appropriate templates are **Utility category** (for open conversation continuity) or **Marketing category** (when there's a real offer or news to communicate). Utility templates usually have faster approval and lower report rates. Prefer this category for soft reengagement. ### 3. The lead must have a valid phone number in the CSV The campaign audience is always a manually uploaded CSV file. The CSV must have the phone column with country code and area code, without spaces or special characters (example: `5511999999999`). Use the **Download Template** button on the campaign creation screen to get the correct format before building your list. {% hint style="warning" %} Patagon AI does not automatically verify if a number is blocked or if the lead opted out of receiving messages. This curation is done by your team when building the CSV. See the best practices section below. {% endhint %} ## How to build the reengagement list The process starts on the **Leads → Leads** screen, where you filter and export the leads that will be part of the campaign. ### Available filters for segmentation Click **Filters** in the top bar. Available options are Sentiment, Tags, Qualification (0★ to 5★), Assigned, Source, Medium, and Blocked. Use the **"First Activity"** period selector in the top bar to filter by first contact date. For reengagement, the most useful combinations are: **List of inactive potential leads (most common case)** * Qualification: 3★ * First Activity: period you want to reactivate (eg: "last 30 to 90 days") **List of leads without data for light recontact** * Qualification: 1★ * First Activity: last 2 to 4 weeks (avoid very old leads, report probability is higher) * Contact each lead at most once with a light first recontact While a 2★ conversation is active, continue qualification in context; do not treat it as a Sales or re-engagement priority. If the lead later stalls or stops responding, you may build a tightly scoped, context-aware 2★ segment whose sole purpose is to continue qualification. Keep 0★ leads excluded from every re-engagement list. Before exporting, verify the **Phone** column is visible in the table. Click the column configuration icon in the top bar to add it if necessary. ### Export to CSV Click the download icon (↓) in the top bar of the leads table. The exported file reflects exactly the applied filters and selected period. This file is your campaign audience. Review the CSV before uploading to the campaign: * Remove lines with blank number or incorrect format * Remove leads your team noted as "opt-out" in internal notes * Remove leads who blocked the number (use the **Blocked** filter in the list and exclude those records) * If the template uses variables like `{{1}}` for name, ensure the name column is filled for all records ## How to create the reengagement campaign With the CSV ready, go to **Leads → Campaigns** and click **+ Create Campaign**. ### 1. Select the template In the **WhatsApp Template (Meta)** dropdown, select the approved reengagement template. The preview on the right shows how the message will look in the recipient's WhatsApp. Review before continuing. ### 2. Name the campaign with sufficient context Use a name that makes the audience, objective, and date clear for easier later analysis. Examples: `Reengagement 3★ - May 2026`, `Reactivation ex-leads Q1 - Real Estate`. ### 3. Set the Batch Delay The **Batch delay (minutes)** field controls the wait time between sending each message. The minimum value is **5 minutes**. This interval is the main volume control to protect your number's Quality Rating. ### 4. Upload the CSV Click **Upload File** or drag the CSV to the upload area. If the file doesn't have the correct format, use **Download Template** to get the CSV template with expected columns. ### 5. Save and execute Click **Save**. The campaign is created and sending begins according to the configured delay. Track metrics (Sent, Delivered, Failed) on the Campaigns screen. ## Frequency best practices to avoid number blocking This is the most critical point in reengagement campaigns, and the most ignored. Leads from the base already had contact with your brand. If they receive many messages or messages with little relevance, the report rate is significantly higher than with new leads who came from ads. ### General rule: one campaign per segment per month For each reengagement segment (eg: 3★ leads inactive for 30 days), the recommended maximum is **one campaign per month**. More than that starts generating accumulated reports that affect the number's Quality Rating over time. If you need to do more than one campaign in the month, change the segment or context. A campaign with different news for the same lead in 15 days is more tolerable than two "hey, still interested?" messages in the same period. ### Calibrate Batch Delay by list size Batch Delay isn't just technical protection against rate limit, it also controls the speed at which your number accumulates negative signals in case of a campaign that generates reports. | List size | Recommended batch delay | | ------------------ | -------------------------------------------------------------------------------- | | Up to 100 leads | 5 minutes (minimum) | | 100 to 500 leads | 5 to 10 minutes | | 500 to 2,000 leads | 10 to 15 minutes | | Over 2,000 leads | 15 minutes or more. Consider splitting into multiple campaigns on different days | Very large lists sent with minimum delay concentrate many messages in a short time. If the report rate is high, the Quality Rating may drop before the campaign finishes. ### Use 2★ context to continue qualification 2★ Engaged / Not Potential Yet leads replied and shared some data, but the evidence does not yet make them potential. Continue qualification while the conversation is active, but do not route them to Sales or describe them as potential or as a re-engagement priority. Within the active conversation, choose a context-aware qualification question based on the evidence already collected. If the lead later stalls or stops responding, a tightly scoped, context-aware re-engagement segment may send a recovery message to continue that same qualification. Do not present the lead as potential or Sales-ready, and never include 0★ leads. ### Always include an exit in the template Every reengagement template should offer a clear exit to the recipient. This reduces reports because leads who no longer want to receive messages use the exit instead of pressing "Report spam". The most effective form is a quick reply button with text like "Not interested" or similar. When a lead uses that button, record an internal opt-out note and exclude the lead from future campaign audiences. ### Monitor Quality Rating during and after the campaign Check the number's Quality Rating in **Meta Business Manager → Account Tools → Phone Numbers** in the first hour after campaign start and the next day. If the rating drops from Green to Yellow during sending, pause the campaign immediately and reduce volume on resumption. In **Leads → Campaigns**, monitor the **Failed** column. A failure rate above 10% may indicate invalid numbers or leads who already blocked the number. Remove those records from the CSV before resuming. ## Summary: which approach to use per segment Choose campaign audiences from conversation context and current ILA evidence. Use the linked ILA article for rating meanings, and use direct human follow-up for MQL and SQL outcomes. ## Related articles * [How to run a campaign](/en/sales-performance/campaigns.md) - the complete technical flow of creation, CSV upload, and metrics reading * [Campaign Eligibility](/en/agent-optimization/campaign-eligibility.md) - what to do when the campaign button is blocked * [Lead Re-engagement (Warm-Up)](/en/agent-optimization/lead-re-engagement-warm-up.md) - how to configure auto follow-up by score as an alternative to manual triggering * [How Follow-Up Works](/en/agent-optimization/how-follow-up-works.md) - technical details of automatic Follow-up and the 5 configuration fields * [How to create message templates](/en/agent-optimization/message-templates.md) - template categories, variables, and Meta approval process * [What to do when your number has a RED Quality Rating](/en/troubleshooting/quality-rating-red.md) - what to do if the campaign impacts number health --- # Agent Instructions This documentation is published with GitBook. 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