Rex: The Agent Who Resurrects Dead Leads
Every sales pipeline has a graveyard — leads who went quiet after a strong start. Most teams never follow up a second time. Rex does it automatically, at scale, with a personalized angle that doesn't feel like a template.
What Rex Does
- Cold lead sweep — every 14 days, Rex scans for leads who haven't engaged since their last contact
- AI-crafted re-engagement — Rex generates a fresh email for each lead using a new angle: changed circumstances, a new product update, or a direct value proposition they might have missed
- Capped attempts — Rex stops after 2 reactivation attempts per lead to avoid spam; after that the lead is marked as fully cold
- Status tracking — reactivated leads get a badge in the /leads dashboard and appear in their own filter view
- Response detection — when a reactivated lead replies, their status updates and Ava's full follow-up sequence kicks in
The Math Behind Rex
If you have 100 cold leads and Rex reactivates even 5% of them, that's 5 sales conversations you wouldn't have had otherwise — with zero manual effort. At Relay's average deal values, Rex typically pays for the entire platform many times over each month.
Meta Pixel Integration
Rex fires a Reactivation Conversions API event when a re-engagement email generates a lead response, allowing you to measure the downstream value of reactivated leads in your ad attribution.
How to Trigger Manually
Rex runs automatically, but you can also call POST /api/reactivation/run to sweep immediately outside the scheduled window.