What recovery actually produces.
Find your book size on the left axis. Find your average ticket on the right. The cell where they meet is what one well-executed reactivation campaign produces — at industry-typical conversion rates.
All three numbers are knowable today: your dormant count from a CSV export, your avg ticket from your last 90 days, and industry-typical reactivation rate from the math below. No assumptions about the future required.
What one campaign produces.
At 10% reactivation rate — industry-typical for a first well-executed campaign. Each cell is what a single send to that dormant pool at that ticket level produces in recovered revenue.
| Avg ticket ↓ Dormant → | dormant 250 | dormant 500 | dormant 1,000 | dormant 2,500 | dormant 5,000 |
|---|---|---|---|---|---|
| $100 | $3K | $5K | $10K | $25K | $50K |
| $200 | $5K | $10K | $20K | $50K | $100K |
| $300 | $8K | $15K | $30K | $75K | $150K |
| $500 | $13K | $25K | $50K | $125K | $250K |
| $750 | $19K | $38K | $75K | $188K | $375K |
| $1,000 | $25K | $50K | $100K | $250K | $500K |
Read it like this: a salon with 1,000 dormant clients at $200 avg ticket recovers $20,000 from one campaign. A dental practice with 2,500 dormant patients at $300 ticket recovers $75,000. Multi-location and DSO numbers compound from there.
What 12 months of consistent cadence produces.
At $300 average ticket and 10% per-campaign reactivation. Includes diminishing returns: each campaign reactivates a smaller dormant pool than the last. The 55% addressable ceiling reflects that ~45% of long-dormant clients won't return regardless of cadence.
| Cadence ↓ Dormant → | dormant 250 | dormant 500 | dormant 1,000 | dormant 2,500 | dormant 5,000 |
|---|---|---|---|---|---|
| 1 / quarter Conservative — most practices 34% reactivated | $26K | $52K | $103K | $258K | $516K |
| 1 / 2 months Standard cadence 47% reactivated | $35K | $70K | $141K | $351K | $703K |
| 1 / month Aggressive — high-engagement verticals 55% reactivated | $41K | $83K | $165K | $413K | $825K |
Sweet spot: bi-monthly cadence (6 campaigns/yr) captures most of the addressable pool without fatigue. Going to monthly is worth it for high-volume verticals (medspa, dental) but introduces diminishing returns for lower-cadence verticals (HVAC, plumbing) where annual is the natural rhythm.
What happens if reactivation runs conservative or aggressive.
The same per-campaign math, three rate scenarios. 6% is what poorly-targeted blast emails get. 10% is industry-typical when messages are voice-trained and cadence-aware. 15% is what well-run benefit-expiration campaigns (dental Q4, optometry VSP) actually deliver.
Generic blast email tier
| Dormant | $300 ticket |
|---|---|
| 250 | $5K |
| 500 | $9K |
| 1,000 | $18K |
| 2,500 | $45K |
| 5,000 | $90K |
Voice-trained + cadence-aware
| Dormant | $300 ticket |
|---|---|
| 250 | $8K |
| 500 | $15K |
| 1,000 | $30K |
| 2,500 | $75K |
| 5,000 | $150K |
Benefit-expiration / Q4 dental
| Dormant | $300 ticket |
|---|---|
| 250 | $11K |
| 500 | $23K |
| 1,000 | $45K |
| 2,500 | $113K |
| 5,000 | $225K |
What recovery looks like in your category.
Industry-typical assumptions per vertical. The recovery column shows what one campaign produces against 1,000 dormant clients at that vertical's typical ticket and reactivation rate. Scale linearly with your actual book size.
| Vertical | Typical dormant | Avg ticket | Reactivation | Per campaign (1,000 dormant) |
|---|---|---|---|---|
| Dental practice Hygiene recall + cosmetic case acceptance | 45% of active | $285 | 11% | $31K |
| Med spa / aesthetics Tox fade-clock + filler + skincare packages | 55% of active | $540 | 12% | $65K |
| Optometry / vision Annual exam + VSP/EyeMed benefit windows | 50% of active | $385 | 10% | $39K |
| Specialty medical Deductible-met windows + deferred procedures | 60% of active | $720 | 13% | $94K |
| Hair salon / colorist Color refresh + cut cadence (5-7 week) | 50% of active | $138 | 11% | $15K |
| Massage therapy Monthly habit + package buyers | 50% of active | $128 | 9% | $12K |
| Fitness studio 28-day cliff + class-pack drift | 50% of active | $189 | 10% | $19K |
| HVAC contractor Seasonal tune-up + maintenance plan | 40% of active | $179 | 9% | $16K |
| Plumber Emergency-to-recurring + water heater age | 60% of active | $445 | 14% | $62K |
| Pet grooming Breed-specific coat cadence | 45% of active | $85 | 10% | $9K |
Multiply for your book size: if your practice has 3,000 dormant clients in a vertical showing $30K per 1,000 dormant, that's $90K per campaign. Annualize at your chosen cadence using Table 2.
The assumptions — in plain English.
Reactivation rate of 10% per campaign
Industry-typical when messages are voice-trained, sent at the right moment in each client's personal cadence, and include a specific, time-bounded reason to book. Generic 'we miss you' blast emails run 1-3%. Benefit-expiration campaigns (dental Q4, optometry VSP) frequently hit 14-18%. We use 10% as the conservative baseline because it survives a bad month, not because it's the ceiling.
55% addressable ceiling
Across 12 months of consistent cadence, the cumulative reactivation curve flattens around 55% of the original dormant pool. The remaining ~45% includes clients who have moved out of the area, switched providers permanently, retired from the relevant life stage (had the cosmetic procedure they wanted; lost the pet; sold the house). No messaging cadence reaches them. This is a structural floor, not a campaign-quality issue.
Diminishing returns per campaign
Each campaign reactivates 10% of CURRENTLY-DORMANT clients, not 10% of original dormant. After 4 campaigns at 10% each, cumulative reactivation is 1-(0.9)^4 = 34%, not 40%. The math flattens as the pool shrinks.
Average ticket is gross, not net
We use your gross ticket because that's the number a dormant-client recovery is worth to the practice — same payer mix, same in-network discount profile, same redemption rate on packages. Net margin varies wildly by vertical and is your decision to make against this gross-revenue baseline.
These tables assume execution discipline
Voice-trained messages, per-client cadence model, time-bounded specific offers, opt-out compliance, no spamming. Practices that skip the discipline get the conservative 6% rate or worse. Practices that bring it get the typical-to-aggressive band.
What's NOT in these numbers
Cross-sell revenue from reactivated patients buying additional services. Referrals from reactivated patients (worth roughly 0.3-0.5 net-new clients per reactivation on average). Compounding effects of patients moved from drift toward an on-cadence relationship. The tables show the dormant-recovery floor — the actual lift is materially higher when you measure 12 months out.
Want to see this math on your actual book?
15-minute walkthrough on your real client list. We'll size your dormant book, identify your typical ticket, and project your specific 90-day and 12-month recovery range — not a generic table.