Dormant Trader Reactivation Offer Planner

Segment name and dormancy window

Use the same name as your segmentation plan and list upload so results can be joined later. Write the window in days since last trade or login, not "inactive".

Segment: __________ Dormant ____ to ____ days

Balance state

Funded and quiet, zero balance after withdrawal, or never funded. This decides whether the offer needs a deposit at all.

Funded / zero balance / never funded

Accounts in the segment after suppression

Count after removing do-not-call, withdrawn consent, closed accounts and anyone in a complaint or chargeback process. The pre-suppression number will flatter your test size.

____ accounts

Countries and languages in the segment

Offer rules change at the border. If the segment spans several jurisdictions, split it now rather than discover the split in section 4.

Countries: __________ Languages: ________

Client classification

Retail, professional, or mixed. Incentive rules for retail CFD clients are stricter in several jurisdictions, so a mixed segment usually means two versions of this sheet.

Retail / professional / mixed

Most likely reason this segment stopped trading

Pull it from the last support ticket, the exit survey, the account manager's notes or the trade history. Losses, fees, a platform they didn't like, a market they lost interest in, or life got in the way are the common ones.

Reason: ____________________

Evidence for that reason

Name the source and how many accounts it covers. "Account manager says" is fine as long as you write it down and treat it as a guess to test.

Source: __________ Covers ____ accounts

What this trader would need to try again

Write it from the trader's side in one sentence: lower cost to trade, a reason to look at the market again, help with the platform, a fee they resent removed, or a person to talk to.

Need: ____________________

What they do not need

A never-funded lead doesn't need a loyalty rebate. A trader who left after big losses doesn't need a push to deposit more. Writing the wrong offers down here stops them reappearing in section 3.

Not this: ____________________

What the call itself can do without any offer

A short account review, a market update on the instruments they used to trade, or a walkthrough of a new platform feature is often enough for a funded-and-quiet segment. Note it here; it becomes the control arm in section 6.

Offer-free value: ____________________

Primary offer for this segment

The one the AI voice agent leads with. Pick the option that scores best against the need, not the one with the biggest number in it.

Primary: ____________________

Fallback offer

What the agent can move to if the trader isn't interested in the primary, or none. Two offers on one call is the limit; a third sounds like bargaining.

Fallback: ____________________ / none

The offer in one sentence a trader would understand

Write it exactly as the agent will say it, including the period, the instruments and any condition. If it takes more than one breath to say, it needs a shorter version.

"____________________"

What's excluded or conditional

Minimum deposit, eligible instruments, time limit, one per account. These go in the script and the follow-up email as well as the terms page.

Conditions: ____________________

Trading incentives permitted for this segment's jurisdictions and classification

Several regulators restrict or prohibit deposit bonuses, credits and similar incentives for retail CFD clients, and the rules differ by country. List each jurisdiction in the segment and confirm with your compliance officer or counsel which offer types are allowed for retail and professional clients.

Allowed: __________ Not allowed: __________

Financial promotion review

The offer sentence, the call script and the follow-up email are promotional material. Under FCA financial promotion rules and equivalents elsewhere they may need review and approval before use, with a balanced risk warning. Record who approves and where the approved version is stored.

Approver: __________ Approved on: ____/____

Consent and lawful basis to call this segment

Check the marketing consent status and the do-not-call screening for the countries in the segment, including GDPR where EU or UK residents are involved and TCPA where US numbers are. Anyone without a valid basis leaves the list, whatever the offer.

Basis: __________ Checked by: __________

Risk warning and what the agent must not say

No guaranteed returns, no "recover your losses", no pressure to deposit on the call. Write the required risk statement here in the form the agent will read it, then confirm the wording with compliance.

Risk statement: ____________________

Cost ceiling per reactivated trader

Offer cost plus call cost, divided by expected reactivations, must stay under what finance says a reactivated trader is worth. Take the ceiling from your KPI worksheet or business case; if there isn't one, agree a number with finance now.

Ceiling: $____ per reactivated trader

Offer budget cap and who can stop it

Total redeemed value at which the offer pauses without a meeting, and the person who can pause the campaign.

Cap: $____ Can pause: __________

Opening line and disclosure

Who's calling, from which brokerage, that it's an AI assistant if your disclosure policy requires it, and the reason for the call in plain words. The offer comes after the trader has said they're happy to talk.

Opening: ____________________

The question that comes before the offer

Ask about the reason in section 2 first: "Was it the costs, or did you just stop watching the market?" The answer tells the agent whether to present the primary offer, the fallback, or neither.

Question: ____________________

Offer statement and conditions

The sentence from section 3, followed by the conditions. The agent repeats the time limit and the minimum deposit if the trader asks, and never rounds them off.

Statement: ____________________

What triggers a handoff to a human

Questions about the fine print the agent can't answer, a complaint, a request to withdraw, anything about losses. Name the queue or the account manager the call transfers to and the hours they're available.

Handoff to: __________ Hours: __________

Next step after a yes

Deposit link by SMS, a callback booked with an account manager, a KYC refresh if documents expired, or a CRM task. Say which and who owns it, so the offer isn't left hanging after the call.

Next step: __________ Owner: __________

What counts as reactivated for this test

A deposit above a minimum, a closed trade, or both, inside a fixed number of days after the last call attempt. "Said yes on the call" doesn't count; offers get a lot of yeses that never turn into deposits.

Event: __________ Within ____ days

Accounts per arm and how they're split

Split at random inside the segment, not by country or by list order. Small arms give noisy answers; write the number and accept that a small test tells you about big differences only.

____ per arm, split by: __________

Cost per reactivated trader, per arm

Call minutes at $0.35 per minute plus redeemed offer value, divided by reactivated traders in that arm. Compare each arm against the ceiling in section 4 as well as against each other.

Control $____ A $____ B $____

Run length and read date

Calls stop on a fixed date, then the attribution window has to close before anyone reads the deposit report. Put both dates on the sheet.

Calls end ____/____ Read on ____/____

Decision rule agreed before launch

For example: the offer arm rolls out to the full segment only if it beats control on reactivations and stays under the ceiling. Write the rule now so the readout isn't a debate.

Rule: ____________________

Campaign owner

Runs the test, reads the results, and is the one person who can change the offer mid-campaign.

Name: __________

Compliance sign-off

Confirms section 4: incentive rules per jurisdiction, financial promotion approval, consent basis and the risk statement. Where the rules aren't clear, the note says "confirmed with counsel" and the date.

Name: __________ Date: ____/____

Finance sign-off

Confirms the cost ceiling, the offer budget cap and how the redeemed offer value is tracked against deposits.

Name: __________ Date: ____/____

Launch and review dates

Launch for the test arms, then a review meeting after the read date in section 6 to decide on the full rollout.

Launch ____/____ Review ____/____