Engagement Emails Even your best subscribers can lose interest over time. When open and click rates start slipping, it’s time for a re-engagement campaign. A well-crafted re-engagement email can revive up to 45% of inactive subscribers according to industry data . The goal is to remind people why they subscribed and entice them to interact again.
Key strategies for re-engagement emails
Personalized “We Miss You” Messages: Write as if you’re catching up with a friend. For example, a friendly subject line like “It’s been a while – we miss you” or “John, here’s what you’ve missed” can grab attention. Personalize the email by using the subscriber’s name and referencing their past interests. According to email marketing experts, the most effective re-engagement emails are personalized, value-packed, and action-driven . Highlight What’s New: Remind inactive readers of what they loved about you.
Summarize exciting updates, popular content, or new products they’ve missed. This shows value and sparks curiosity. For example: “Since you’ve been away, we’ve published [a new guide] and launched [a special offer].”•
Offer an Incentive: Give them a reason to re-engage. This could be a special discount (“Here’s 20% off just for you”) or exclusive content (“Unlock our new e-book for free”). People love deals, and an incentive can spur action where a plain reminder might not. Ask for Feedback: Sometimes the best re-engagement is a simple question: “Did we lose you? Your feedback matters.” Include a very short survey or even just ask them to reply with a reason.
When people feel heard, some will reply — which at least tells you they’re still paying attention. Clear Call to Action: Each email should have one clear next step (read a blog post, redeem a coupon, update email preferences, etc.). Don’t overwhelm them with too many options. Make it obvious what to click or do. Manage Expectations: If they truly aren’t interested, give them an easy way out.
A final email in the series might say “If we don’t hear back, we’ll assume you’re no longer interested and remove you from the list.” This respect for their inbox can actually improve your brand’s reputation. Cleaning the List: After a series of re-engagement attempts, remove or segment those who remain inactive. Keeping completely dormant contacts can hurt your deliverability. Underlying ISPs (like Gmail) may deprioritize your emails if many go unopened. Cleaning your list ensures only engaged readers remain.
Timing and Cadence: Send your re-engagement emails a few months after a subscriber last interacted. Space them a few days apart (e.g., a sequence of 3 emails). Monitor responses — often a second or third email will coax replies. But don’t spam them: if someone ignores all re-engagement emails, it’s okay to let them go. By using empathy and offering fresh value, you can revive a significant portion of your list.
As one study noted, the right re-engagement campaign can “motivate inactive subscribers to take the next step” . Remember: engaging your remaining audience is easier (and cheaper) than finding new subscribers. A thoughtful re-engagement email respects your readers and gives them a reason to say “Yes, I’m still interested.”