Dormant Trader Reactivation Campaign Template

1. Campaign objective

One campaign, one primary action. A call that asks a dormant trader to redeposit, update KYC and try a new platform in the same breath converts on none of them.

• Primary action you want the trader to take

  Pick one: fund the account again, log back into MT4/MT5, complete an expired KYC document, or accept a call back from an account manager. Everything below is built around this one action.

  Action: ____________________

• Campaign name and internal owner

  Use the same name in the CRM, the calling platform and the reporting sheet so nobody has to reconcile three labels later.

  Name: __________ Owner: __________

• Start date and planned end date

  Set an end date even for an always-on campaign. It forces the review in section 8.

  From ____/____ to ____/____

• Total dormant accounts in scope

  Count after suppression, not before. The pre-suppression number is what makes forecasts look better than they'll be.

  ____ accounts

• Target number of reactivations

  Write the number you'd be happy to report to the CEO, then the number below which you'd stop the campaign. Both go in section 8.

  Target: ____ Stop below: ____

• Offer or reason to return (if any)

  Lower spreads on a named pair, a platform change, a new asset class, or no offer at all. Confirm any offer wording with compliance before it reaches the opening line.

  Offer: ____________________

2. Segments

Split the dormant book by how long since the last trade and what the account looked like when it went quiet. Each segment gets its own opening line and its own success bar.

• Which segments does this campaign call?

  Tick the rows above you're including. Calling all six at once in a first campaign hides which segment is actually paying back.

  Segments included: ____________________

• Segment field in your CRM or MT4/MT5 export

  Name the exact column the calling platform reads so every call carries its segment into reporting.

  Column: __________

3. Suppression rules

These run before any list is uploaded. Every rule needs an owner and a source system. If you can't name the source, the rule isn't real yet.

• Remove anyone who opted out of marketing calls

  Pull the opt-out flag from the CRM and from the calling platform's own do-not-call list, then take the union. One system missing a flag is the usual failure.

  Source: __________ Owner: __________

• Remove numbers on national do-not-call registries where you call

  Match against the registry for every country in the list (US DNC, UK TPS and equivalents). Confirm the scrub date and how old a match file is allowed to be with your compliance officer.

  Registries checked: __________

• Remove closed, frozen, and under-review accounts

  An account frozen for AML review or a chargeback dispute must never get a reactivation call, whatever the dormancy date says.

  Status codes excluded: __________

• Remove accounts with an open complaint or active dispute

  Check the support desk and the compliance log as well as the trading platform.

  Source: __________

• Remove anyone contacted by phone in the last N days

  Set the cooling-off window with your compliance officer. The same trader getting a human call on Monday and an AI call on Tuesday reads as harassment.

  Cooling-off: ____ days

• Remove jurisdictions you're not licensed to market in

  Filter on country of residence, not phone prefix. A UK resident with a Cyprus number is still a UK resident under FCA financial promotion rules.

  Countries excluded: __________

• Remove vulnerable or flagged clients

  Anyone tagged as vulnerable, self-excluded, or on a reduced-contact list stays out. Who maintains that tag?

  Tag owner: __________

• Confirm the consent basis for each segment with compliance

  Existing client, legitimate interest, or express consent differs by country and by how long the account has been dormant. Record the basis per segment and who signed it off; this is not a decision for the campaign owner alone.

  Signed off by: __________ Date: ____/____

4. Opening line and call flow

The first ten seconds decide whether the trader stays on. Write the opening line per segment, then the two or three questions the agent asks before it offers anything.

• AI disclosure wording

  State plainly that this is an automated call from your brokerage. Confirm the exact wording with compliance; some jurisdictions require it at the start, and it should be there anyway.

  Wording: ____________________

• Opening line for the priority 1 segment

  Name the brokerage, name the reason for calling, and ask one question. Example shape: "Hi, this is an automated call from [broker]. You had an active account with us until [month]. I'm calling to check whether you're still trading and if there's anything we can help with. Is now a good time?"

  Line: ____________________

• Opening line for the priority 2 segment

  Adjust the reason for calling to the segment. A zero-balance trader gets a different reason than an expired-KYC one.

  Line: ____________________

• Two discovery questions before any offer

  Examples: "Did you move to another broker or stop trading altogether?" and "What would need to change for you to trade with us again?" The answers feed the CRM field in section 6.

  Q1: __________ Q2: __________

• Offer delivery wording (if an offer applies)

  One sentence, no performance language, no promises about returns. Compliance signs off on the exact text.

  Wording: ____________________

• Close: the one action the agent asks for

  Match it to the objective in section 1: book a call back, send the deposit link by SMS, send the KYC upload link, or note a not-interested and end politely.

  Close: ____________________

• Language per segment

  Match the language the trader used in the platform, not the country of the phone number. Topcalls runs calls in 32 languages, so the list can carry a language column instead of splitting by country.

  Languages: __________

5. Call windows and retries

Set the windows in the trader's local time and cap the attempts. The calling platform should refuse to dial outside these rules rather than rely on someone remembering.

• Confirm legal calling hours per country with compliance

  TCPA sets hours for US calls and other countries have their own limits. Fill the table with the narrower of the legal window and the window your best human agents actually connect in.

  Confirmed by: __________

• Retry rule for no answer

  State the next attempt in hours, and whether the second attempt moves to a different time of day. Most brokers get more from a morning and an evening attempt than two mornings.

  Retry after ____ hours, shift window: yes / no

• Retry rule for voicemail

  Decide whether the agent leaves a message and, if so, the exact text. A voicemail counts as an attempt.

  Leave message: yes / no

• Stop conditions

  Stop dialing a number after: a clear not-interested, an opt-out request, max attempts reached, or the account moves to any excluded status in section 3.

  Stop after: ____________________

• Daily dial cap and pacing

  Cap daily volume to what your handoff team can absorb in section 6. Topcalls prices calls at $0.35 per minute all-inclusive, so a two-minute connected call costs $0.70; write your planned daily minutes here.

  ____ calls/day, ____ minutes/day

6. Handoff and CRM update

Every call ends in one of a handful of outcomes. Name the outcome codes, where each one lands in the CRM, and who picks it up.

• Live transfer during the call

  If a trader asks to speak to a person mid-call, does the agent transfer now or book a time? Live transfer needs someone on shift during every call window in section 5.

  Live transfer: yes / no, to __________

• Fields written back to the CRM after every call

  At minimum: outcome code, reason given, language, transcript link, recording link, next action date. Name the CRM object and the fields.

  Fields: ____________________

• Who reviews recordings and how many

  Set a sample size per day for the first week (for example, every complaint plus ten random calls) and who listens.

  Reviewer: __________ Sample: ____/day

7. Success metrics

Fill in the targets before launch. The stop line is the number that ends the campaign without a debate.

• Reporting cadence and who reads it

  Daily for the first five days, then weekly. Name the person who can pause the campaign on a bad number.

  Cadence: __________ Can pause: __________

• Attribution window

  Decide how many days after the call a deposit or trade still counts as reactivated. Keep it fixed for the whole campaign so weeks are comparable.

  ____ days

8. Sign-off and review

• Compliance officer has reviewed sections 3, 4 and 5

  Consent basis, disclosure wording, offer wording, registries and calling hours. Confirm with counsel where the campaign crosses into a new jurisdiction.

  Name: __________ Date: ____/____

• Ops lead has confirmed handoff capacity in section 6

  The daily cap in section 5 cannot exceed what the callback and KYC teams can work the next day.

  Name: __________ Date: ____/____

• Test calls placed to internal numbers in every language and segment

  Listen to at least one recording per segment before the list is uploaded.

  Completed: ____/____

• Review date set

  Book the meeting now, at the end of week one. Bring the section 7 table filled in with real numbers.

  Review on ____/____