It’s no secret that customer reactivation can be a huge win for businesses. In fact, according to a study by the Harvard Business Review, companies see a fivefold increase in revenue when they are able to successfully re-engage past customers. One of the main reasons that customer reactivation is so profitable is because the majority of the cost has already been spend on acquiring the customer. Even if you offer a discount or service to reactivate them, the cost is only spent as part of the reactivation of revenue. This means you won’t be incurring any cost unless they are adding revenue at the same time. While this sounds great in theory, it can be difficult in practice.