A re-engagement email is a targeted email sent to inactive subscribers or customers to rekindle their interest and encourage renewed interaction with a brand. It is often part of a larger strategy to reduce churn and maintain a healthy email list.
What Is a Re-Engagement Email?
A re-engagement email is designed to win back the attention of subscribers who have not opened or clicked emails for a specified period, typically 30 to 90 days.
Unlike promotional emails aimed at active users, re-engagement emails focus on reestablishing a relationship and restoring interest in the brand.
Common elements in a re-engagement email include:
- A personalized subject line to grab attention
- An acknowledgment of inactivity and a friendly reminder of the brand’s value
- Incentives such as discounts, free resources, or loyalty points
- A clear call to action (CTA) for reactivation, such as updating preferences or visiting the website
These emails often serve as the last attempt before removing inactive users to improve list hygiene.
How Does a Re-Engagement Email Work?
The process generally involves:
- Identifying inactive subscribers: Using engagement data from an email service provider (ESP) to segment users who have not opened or clicked emails in a set timeframe.
- Creating compelling content: Addressing the inactivity, offering a reason to return, and including a strong CTA.
- Delivering securely: Making sure authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) are in place to maintain deliverability.
- Measuring results: Tracking re-engagement rates, open rates, and conversions to determine the campaign’s effectiveness.
Why Is a Re-Engagement Email Important?
Re-engagement emails are essential for:
- Improving deliverability: Removing unresponsive subscribers helps maintain sender reputation.
- Reducing churn: Reconnecting with inactive users can increase retention and lifetime value.
- Optimizing ROI: Nurturing existing subscribers is often more cost-effective than acquiring new ones.
- Compliance: Demonstrating engagement supports compliance with email marketing regulations like GDPR.
Ignoring inactive subscribers can hurt engagement metrics, lead to higher spam complaints, and negatively affect inbox placement.
Common Use Cases
Re-engagement emails are widely used for:
- Retail and e-commerce: Offering special discounts to lapsed customers.
- SaaS platforms: Encouraging inactive users to log in and explore new features.
- Content-based businesses: Reminding subscribers of valuable updates or trending articles.
- Loyalty programs: Offering bonus points or exclusive perks to inactive members.
Example scenario: A subscription box company sends a re-engagement email offering 20% off the next order to customers who haven’t purchased in three months.
FAQs About Re-Engagement Email
When should you send a re-engagement email?
Typically, after 30 to 90 days of inactivity, depending on your email frequency and business model.
What makes a re-engagement email effective?
Personalization, clear messaging, and a compelling incentive such as a discount or exclusive content.
Should you remove users who don’t respond?
Yes. After one or two re-engagement attempts, unresponsive users should be removed to maintain list quality and deliverability.
