SOP 282: GoHighLevel Re-Engagement Campaign
Sets up a tag-triggered re-engagement sequence in GoHighLevel with an auto-exit on reply or booking. Covers segmentation, workflow build, enrollment, and QA.
Last Updated / Reviewed: 11/13/2025
Execution Time: 30–60 minutes
🚀 Goal: Re-engage inactive contacts via a short, automated SMS/email sequence that stops on reply or booking.
🤞 Ideal Outcome: Inactive leads get 2–3 value touches, book or reply, and are automatically removed; DND and compliance are respected.
🤔 Why this is important: Database reactivation reliably unlocks hidden pipeline with minimal spend and setup time.
🧐 Where this is done GoHighLevel sub-account.
🗓️ When this is done: After copy and inactivity threshold are approved; repeat monthly to seed new inactives.
👨 Who does this: CRM/Marketing ops or account manager with admin access.
__⚠️Prerequisites or requirements: __You need GoHighLevel sub-account access with permission to Workflows, Contacts, Calendars, and Conversations.
Refer to the SOP 279: GoHighLevel Lead Nurture Drip Campaign (web version) to review the initial nurturing process before designing re-engagement workflows.
Refer to the SOP 276: GoHighLevel CRM Foundations (web version) to ensure all contact segments and lists are up to date.
Click here to get the most up-to-date version of this SOP
Build the inactive segment in Contacts
You’ll create a smart list of leads who haven’t engaged in a set number of days. This helps you bulk‑enroll only the right contacts into your re‑engagement workflow while respecting the "Do Not Disturb" rules and excluding current customers.
01▸ Go to "Contacts" → "Smart Lists" and click "More Filters" (funnel icon) at the top right of the contacts table.
02▸ Choose filters based on your “inactivity” criteria. Scroll down to"Contact Activity" & "Opportunity Information" options:
- Last Activity → before [X days ago]
- Last Activity Type; either Email/SMS → before [X days ago]
- Last Appointment - Confirmed/Open = No
- Pipeline Status = Empty or Lost
- Tag = “Active” or “Recently Engaged”
*Example: *Filter: “Last Activity before 30 days ago” AND “No appointment booked”.
Review the list for accuracy and ensure no active or recent leads are mistakenly captured.
Sort by “Last Activity Date” to confirm they meet your inactivity threshold.
03▸ Once your filters look correct, click "Save as smart list" for all filters and give it a clear name:
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“Inactive – 30 Days”
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“Inactive – 60 Days”
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“Dormant Leads”
Click "Save" to make it available under smart lists for future access.
04▸ For maintenance, review and update filters monthly to ensure accuracy.
- Archive or delete contacts that remain inactive after 90+ days (if compliant).
- Regularly audit smart lists for duplicates or incorrect tags.
- Consider multiple inactivity tiers (e.g., 30, 60, 90 days) for better targeting.
- You can export the segment for backup before bulk tagging or cleanup.
Create the enrollment tag
You’ll set up a simple tag called "cold leads". This tag acts as the switch that enrolls inactive contacts into your re-engagement workflow. Using a tag keeps enrollment broad (even for contacts without Opportunities) and is easy to manage monthly.
01▸ Go to "Settings" → "Tags" and click "+ New Tag", enter "cold leads", and click "Create".
02▸ Confirm the tag is added. You should see "cold leads" listed under "Tags" in your Settings.
Create exit and re-engagement workflows
Here, you’ll build two workflows: one that automatically exits contacts from your re‑engagement sequence the moment they reply or book, and another that delivers a short 2–3 touch outreach to contacts tagged as "cold leads". This setup respects compliance, stops promptly on engagement, and gives you a high‑ROI way to wake up inactive leads.
01▸ Go to "Automations" → "Workflows", click "+ Create Workflow" and select "Start from Scratch".
02▸ Name it "Re-Engagement Exit v1" and add a trigger "Customer Replied" with no filters. Click "Save Trigger".
03▸ Add another trigger: "Appointment Status" → "Confirmed". Click "Save Trigger".
04▸ Under the triggers, add an action "Remove from Workflow" → "Current workflow". Click "Save Action".
05▸ Add another action "Remove Contact Tag" → "cold leads". Click "Save Action".
06▸ Toggle on "Publish", then click "Save". After publishing, the "Re-Engagement Exit v1" workflow should now appear as "Published" in "Workflows".
07▸ Next, create another workflow named "Re-Engagement v2" (Start from Scratch).
08▸ Add trigger "Contact Tag" → "Tag Added" equals "cold leads". Click "Save Trigger".
09▸ Add an action "Enable/Disable DND" = "Disable DND for specific channels and select SMS and email. Click "Save Action".
10▸ Add another action "Send SMS" with message "Text STOP to opt out". Click "Save Action".
11▸ Add another action "Wait" → 1 day delay. Click "Save Action".
12▸ Add another action "Update Appointment Status" → confirmed. Click "Save Action".
13▸ Add another action "Send Email" and set the subject to "Still interested in [service]?" + CTA to {calendar_link} + unsubscribe. Click "Save Action".
14▸ Add another action "Wait" → 2 days delay. Click "Save Action".
15▸ Add another action "Send SMS (or Email)" final reminder with {calendar_link} + "Text STOP to opt out". Click "Save Action".
16▸ Click "Save" and toggle on "Publish". After publishing, the "Re-Engagement v2" workflow should now appear as "Published" in "Workflows."
Enroll the inactive list
Now that the workflows and tags are ready, you’ll bulk‑tag your inactive segments so they enter the re‑engagement campaign. This one‑time enrollment seeds the automation, after which the workflow handles replies, bookings, and removals automatically. We use the Smart List + Tag method because it captures all contacts (even those without Opportunities) with a simple bulk‑tag action.
01▸ Open "Contacts" → "Smart Lists" and select "Inactive X Days".
02▸ Select all inactive records and click the "Add tags" icon.
03▸ Name the action "Inactive list" and choose "cold lead" as the tag. Click "Add tags" to enroll. This adds the enrollment tag to every selected contact and automatically triggers the re‑engagement workflow.
04▸ Check a few contacts in "Contacts". You should see "cold lead" listed under the Tags section for those contacts.
QA and launch
This final step makes sure everything works before you roll it out broadly. You’ll test the workflow end‑to‑end with your own contact details, confirm that replies and bookings automatically remove people, and then set performance benchmarks so you know what “good” looks like once live. This QA protects against failed sends or compliance issues and ensures a smooth launch.
01▸ Create a test contact with your phone and email in "Contacts" and save.
Open "Contacts" and confirm your phone and email appear as expected in the new record.
02▸ Open the test contact and add the tag "cold lead" to trigger the sequence.
Check the contact profile and confirm you see "cold lead" under "Tags".
03▸ Open "Conversations" and confirm the first SMS/email is sent as configured.
Make sure the first touch matches the wording, calendar link, and opt‑out line you’d expect from your workflow. Delivery can take a few minutes.
04▸ Reply “YES” from your phone and confirm the contact is removed from "Re-Engagement v1".
Refresh the contact record; you should no longer see "Re-Engagement v1" under active workflows.
05▸ Book a test appointment via your {calendar_link} and confirm auto-removal from the workflow.
Open the contact and check that they no longer show as enrolled in "Re-Engagement v1" once the booking is saved.