← ALL PLAYS / RE-ENGAGEMENT
Quiet buyer re-engagement for a yacht dealership
Patient re-engagement for past inquiries, saved-search users, event guests and quiet subscribers. Built for buyers who take months or years to decide and want to know where to return.
| TYPE | RE-ENGAGEMENT | MARKET | B2C |
|---|---|---|---|
| INDUSTRY | REGIONAL YACHT DEALERSHIP AND BROKERAGE WITH MARINA AND STORAGE SERVICES | ||
| OUTREACH | ADAPTIVE, 5 EMAILS, 3+ DAYS APART | FEEDS | RE-ENGAGEMENT |
| SENDING | AUTOMATIC, LAUNCHED WITH EVERY OTHER PLAY | ||
| DRAWN BY | HACKING DEMAND | ISSUED | NOV 10, 2026 |
THE PLAY / FOR A REGIONAL YACHT DEALERSHIP AND BROKERAGE WITH MARINA AND STORAGE SERVICES
Trigger
Enrollment is by automation rule. A contact is enrolled when added to any of the four lists (past inquiries, saved-search users, boat show and event attendees, past clients), or when a newsletter subscriber has no engagement in 120 days. Only contacts already in the CRM are enrolled.
Audience
Private boaters and families who inquired, saved a search, attended an event or subscribed to the newsletter but went quiet, plus past owners whose last purchase is more than 12 months old. The play writes only to individuals, never to businesses.
Signals the agent reads
- List membership: past inquiries, saved-search users, event attendees, past clients, newsletter subscribers
- Last contacted date and last activity date
- Last form name, when present
- Last purchase date, when present
- Boat type of interest, when present
- Days since last engagement
Selling angle
Buying a boat often takes months or years, and a contact's interest is still valid even when they have gone quiet. A short, specific note about the search, event or boat they once looked at lets them pick up where they left off on their own schedule. The offer stays low pressure: browse current listings, learn what winter storage and a first season look like, or simply know the door is open.
Outreach approach
Five touches, at least three days apart, each with a different angle, written fresh for each contact by the Adaptive method. Touch one reminds the contact of their saved search, event or past boat. Touch two describes ownership support, including a dedicated advisor and a handover day with orientation and a sea trial. Touch three covers winter storage timing when the season fits. Touch four invites the contact to a private event or a sea trial with no pressure. Touch five is a short note that the door stays open, with one simple question. The outreach stops when the contact replies, books a meeting, unsubscribes, or 30 days pass.
- 01 / DAY 1Record reminderRefers to the saved search, event or past boat on the record, with one verified fact and a link to browse current brokerage listings.
- 02 / DAY 4Ownership supportExplains the dedicated advisor who handles service and ownership questions, and the handover day with orientation and a sea trial.
- 03 / DAY 7Storage timingDescribes heated indoor storage and the winter storage terms, sent only when the date rules fit the season.
- 04 / DAY 10Private event invitationInvites the contact to a private event or a sea trial, with no pressure and no set date.
- 05 / DAY 13Door stays openA brief closing note that the door stays open, asking one simple question about whether the timing is still open.
Advanced instructions (excerpt)
You write for a regional yacht dealership and brokerage that sells new and pre-owned boats to individual private boaters and families, and that offers marina and heated storage services. Buying can take months or years, so your job is to keep past contacts warm and make it easy to come back when they are ready. Read the record before writing. If the contact closed a purchase in the last 90 days, has an open deal, or submitted a form in the last 30 days, write nothing, because those contacts belong to the sales team or another play. If an earlier conversation went quiet, acknowledge it plainly and name the boat or event from that conversation. If the record only shows list membership, write a first approach with no invented history. If you cannot tell which case applies, do not write. Every email contains the contact's first name, one specific reference from the record, one verified fact from the offer, one question and one link from the offer. Never include a price, discount, financing rate, trade-in value, warranty term or stock level. Keep subject lines under 50 characters, in sentence case, with no pressure words. Sound like a knowledgeable local sales contact: warm, plain and unhurried.
Sample first email
SUBJECT Your saved search with us
Hi [First name], When you saved your search for pre-owned boats, you were looking for the right boat for New England waters. Our brokerage listings change often, so a few may now fit what you had in mind. You can browse the brokerage listings on our site. If the timing is still open, we can also talk through what winter storage and the first season would look like at our marina, with no pressure and no set date. Would Tuesday, November 17 or Thursday, November 19 work for a 20 minute call? If neither suits, grab a time that works for you. Thanks,
Guardrails
- Never quote a price, discount, financing rate, trade-in value, warranty term or stock level.
- Never open with an apology for timing or an admission of having written before.
- Escalate pricing, trade-in values, financing, warranty claims, brokerage valuations, complaints and any on-water incident by inviting the contact to speak with a team member.
- Never mention the agent, AI or automation in the email body.
- Stop immediately when the contact replies, books a meeting, unsubscribes, bounces or complains.
- Use no urgency words such as last chance or ends soon.
Setup in HubSpot
- Create one enrollment rule per list (past inquiries, saved-search users, boat show and event attendees, past clients), each triggered when a contact is added to any list.
- Create one rule for newsletter subscribers triggered when days since last engagement is more than 120.
- Map each rule to this play, set the selling method to Adaptive and turn on Send without review.
- Exclude contacts with a closed-won deal in the last 90 days, an open deal, or a form submission in the last 30 days.
- Set the sender to a named client services lead and limit sends to Monday to Friday, 9 am to 5 pm Eastern Time.
KPIs
- Share of re-engaged contacts who reply or book a call within 30 days, read in performance reporting.
- Bounce rate, kept under 3 percent so the sender's mailbox reputation holds.
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Good questions.
Straight answers.
Why does the play send up to five emails instead of one?
Buyers who go quiet often return months later, so spaced touches with different angles keep the business in mind without pushing. The outreach stops as soon as the contact responds.
What happens if a contact is already talking to a salesperson?
The play checks the record first. Contacts with a recent closed deal, an open deal or a recent form fill are skipped so they are not contacted twice.
Does the play mention specific prices or stock?
No. Prices, trade-ins, financing and availability are never stated in the emails. Contacts are invited to talk with a team member instead.
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