Omnichannel Trader Reactivation Sequence Template

1. Sequence setup

One sequence, one segment, one action. Fill this before touching the day-by-day table; every touch below is built around these answers.

• The one action every touch points at

  Pick a single outcome: fund the account again, log back into MT4/MT5, refresh an expired KYC document, or book a call with an account manager. A sequence that asks for two things in the same week gets neither.

  Action: ____________________

• The dormant segment this sequence runs on

  Name it the way your CRM or MT4/MT5 export defines it, for example "no trade in 90 to 365 days, balance above minimum lot". Run a separate copy of this template for each segment so you can see which one pays back.

  Segment: ____________________ Accounts: ______

• Channels the segment is actually cleared for

  Check three separate consent flags per trader, not one marketing flag. A trader who's fine to email may not be fine to call, and SMS usually has its own opt-in. Section 6 covers what to verify.

  Call: ___ Email: ___ SMS: ___ (count of cleared accounts)

• Sequence length and hard end date

  The template runs 14 calendar days from the first email. Shorten it if the segment is small or the offer expires; never let it run open-ended, because touch 10 is where you tell the trader you're stopping.

  Start: ____/____ End: ____/____

• Daily cap for the first five days

  Start with a cap so a broken merge field or a wrong caller ID reaches a few hundred traders, not the whole book. Lift it once the section 8 checks pass.

  Day 1 to 5 cap: ______ / day

• Who can pause the whole sequence

  One name, reachable during every call window. Pausing calls but leaving SMS running is the usual mess, so the pause has to cover all three tools.

  Name: __________ Phone: __________

2. What each channel does

Each channel gets one job. When email starts trying to persuade and SMS starts trying to explain, the sequence turns into noise and the opt-outs climb.

3. The 14-day sequence

Days count from the first email. Call attempts rotate across three time windows so a trader who never picks up at 10am gets tried at 6pm. Any answered call jumps to the branches in section 5 and the remaining touches are cancelled or replaced.

• Confirm the call attempt count and gaps against your cadence template

  Four attempts over 12 days is the default here. If your Forex Reactivation Call Cadence Template says three, drop call 3 and keep the day 12 courtesy close, because that last call is the one that produces clean opt-outs instead of complaints.

  Attempts: ____ Windows: ____ / ____ / ____

• Set the send hour for every email and SMS in the trader's local time

  Pull the country from the CRM, not from the phone prefix alone. An SMS that lands at 2am local is the fastest way to a STOP and a complaint.

  Email hour: ______ SMS hour: ______ (local)

4. Message intent and wording per touch

Write the actual words here, then send this section to compliance. The AI agent gets the opening line and the objection answers; the email and SMS tools get the rest.

• AI disclosure and opening line for call 1

  State that it's an automated call from your brokerage in the first sentence, then the reason for calling in the second. Confirm the exact disclosure wording with compliance; requirements differ by jurisdiction and it should be there anyway.

  Opening: ____________________

• The one question the agent asks after the opening

  Keep it open: what made you stop trading with us? The answers (moved brokers, lost money, life got busy, KYC hassle, spreads) each get a scripted response in your objection handling flow.

  Question: ____________________

• Email 1 subject line and sender name

  A real person's name in the from field and a plain subject like "A call from [brokerage] this week". Say which number will show on their phone so the call isn't screened as spam.

  From: __________ Subject: ____________________

• SMS 1 missed-call text, under 160 characters

  Brokerage name, why you called, YES to book a call back, STOP to end contact. Count the characters including the sender ID if your country replaces it with a long number.

  Text: ____________________

• Email 2: the three things that changed

  Specific and true: a new instrument list, a platform version, a funding method now available in their country. No bonus or deposit incentive here unless it has gone through financial promotion review.

  1: __________ 2: __________ 3: __________

• SMS 2 one-line question

  One question, two reply keywords. If you can't fit it in one line, it belongs in an email.

  Text: ____________________

• Call 4 courtesy close and email 4 close-out wording

  Both say the same thing: we'll stop, here's how to reach us if you change your mind. Traders who hear a clear ending complain less and come back on their own terms.

  Close line: ____________________

• Offer or incentive wording, if any

  If the sequence carries any incentive (spread reduction, fee waiver, credit), write it once here and use the identical wording in every channel. Mismatched offer wording across call, email and SMS is a compliance finding waiting to happen.

  Offer: ____________________ Reviewed by: __________

5. Stop and branch rules

A trader who answers on day 1 must not get email 2 on day 4 as if nothing happened. Each trigger below cancels what's left of the sequence and starts something specific, and the CRM update is what makes the other tools see it.

• Test every row with an internal number before launch

  Answer call 1 from a staff phone, say "not interested", and confirm email 2 never arrives. Then reply STOP to SMS 1 from another staff phone and check all four systems show do-not-contact the same day.

  Tested by: __________ Date: ____/____

6. Consent and compliance notes per channel

What to verify and who signs. These are review items, not legal conclusions; confirm each one with your compliance officer or counsel for every jurisdiction in the segment.

• Confirm the lawful basis for marketing calls in each country in the segment

  GDPR and the national ePrivacy rules decide whether an automated marketing call to an existing customer needs prior consent or can rest on another basis, and it differs by member state. List the countries, and for each one write down the basis and who confirmed it.

  Countries: __________ Confirmed by: __________

• For any US numbers, confirm TCPA consent status before an AI call or marketing SMS goes out

  TCPA treats automated and artificial-voice marketing calls and texts to mobile numbers as needing prior express consent, and the DNC registry applies on top. If you can't show the consent record for a number, leave it out of the call and SMS touches.

  US numbers: ______ With consent record: ______

• Verify SMS opt-in separately from call and email consent

  A marketing email opt-in does not cover SMS in most jurisdictions. Check the SMS flag, make sure STOP works in every language you send in, and confirm the sender ID is registered where the country requires it.

  SMS opt-in source: __________

• Check every email against the marketing email rules for the trader's country

  Working unsubscribe link, brokerage name and address in the footer, and a clear basis for emailing a customer who hasn't traded in a year. Where an existing-customer basis is used, confirm the account still qualifies.

  Checked by: __________

• Run every message with an offer, incentive or performance claim through financial promotion review

  FCA financial promotion rules, MiFID II conduct rules and their local equivalents cover the call script, the emails and the SMS alike. The AI agent's objection answers count too; export them and include them in the review pack.

  Reviewed by: __________ Date: ____/____

• Put the AI disclosure at the start of every call and the recording notice where the jurisdiction requires it

  Some countries require both before the conversation starts. Get the wording from compliance and pin it in the agent's instructions so it can't be skipped.

  Disclosure wording approved: yes / no

• Screen against DNC registries and your internal suppression list before day 0, not day 1

  Email 1 tells the trader a call is coming, so a trader who should never be called must not get email 1 either. Take the union of the CRM opt-out flag, the calling platform's do-not-call list and any national registry.

  Screened on: ____/____ Removed: ______

• Record channel-level consent and every opt-out in the CRM, with date and source

  One field per channel. When a regulator or a trader asks why they were called, the answer has to come from the record, not from memory.

  CRM fields: __________

• Compliance officer or counsel signs sections 3, 4 and 6 before launch

  Sequence, wording and consent basis together. A wording change after sign-off goes back for a second look.

  Name: __________ Date: ____/____

7. CRM fields and tracking

The sequence only works if all three tools read and write the same trader record. Set these fields up before launch and test the write-back from each tool.

• Confirm each tool writes to the CRM within minutes, not on a nightly sync

  A nightly sync means a trader who says "not interested" at 9am gets email 2 at 10am. If a tool can only sync nightly, move its sends to the morning after the CRM update.

  Calling: ____ min Email: ____ min SMS: ____ min

8. Review after the first cycle

Hold this on day 15 with the numbers from section 7. Decide per channel, not for the sequence as a whole.

• Connect rate and conversation rate for the AI calls

  Answered calls divided by dialed numbers, and calls over 30 seconds divided by answered calls. Compare traders who got email 1 with any who didn't; if the heads-up email isn't lifting connect rate, drop it.

  Connect: ____ % Conversation: ____ %

• Reply rate on SMS 1 and SMS 2

  YES replies and STOP replies as separate percentages of delivered messages. A STOP rate that outruns the YES rate means the text is landing as spam; rewrite or remove it.

  YES: ____ % STOP: ____ %

• Section 1 action rate by channel of last touch

  Which touch was the last one before the trader deposited, logged in or refreshed KYC? This is the number that tells you where to spend next cycle.

  Call: ____ Email: ____ SMS: ____ Human: ____

• Cost per reactivated trader

  Total AI call minutes times $0.35, plus your email and SMS provider costs for the cycle, divided by traders with a reactivation_result other than none.

  (____ min x $0.35 + $____) / ____ traders = $____

• Opt-out and complaint counts per channel

  Any complaint gets the recording or message pulled and reviewed with compliance before the next cycle starts.

  Call: ____ Email: ____ SMS: ____ Complaints: ____

• Segment decision

  Continue the sequence as is, change one touch, or retire the segment. Change one thing per cycle so you can tell what did it.

  Decision: __________ Changed: __________