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  • Writer's pictureJennifer Heppell

The Art of the Re-engagement Email

Ever notice how some friends you text all the time suddenly go radio silent? 

It happens with email subscribers too. They sign up excited, then... crickets. But before you hit unsubscribe, there's a way to win them back: re-engagement emails!

Sure, it sounds easy enough, but crafting emails that actually rekindle interest takes some finesse. Don't worry, we'll be your guide. We'll dive into practical steps to get those inactive subscribers chatting again. Buckle up, it's time to re-energize your email list!

What are re-engagement emails?

So, we talked about those disappearing email subscribers. It's a common issue -  marketers lose about 25% of their email list every year. Re-engagement emails are your secret weapon to bring them back.

Re-engagement emails are targeted messages designed to rekindle interest and get folks excited about your brand again. Think of them as a friendly nudge reminding subscribers why they signed up in the first place,  maybe with a special offer or some fresh content to pique their curiosity. 

And the good news? Even though not everyone who gets a re-engagement email reads it (only about 24% of inactive subscribers typically do), nearly half (around 45%) do at least open it! That means there's a great chance to reconnect with those who might have forgotten about you.

Benefits of sending re-engagement emails

Re-engagement emails offer a powerful way to reconnect with inactive subscribers and breathe new life into your email marketing. Here are some key benefits of sending these targeted messages:

  • Increase engagement

Re-engagement emails can significantly boost your overall email engagement rates. By reminding subscribers about your brand and the value you offer, you can get them opening your emails and clicking through to your website more often.

  • Reduce churn rate

It's much cheaper to retain existing customers than acquire new ones. Re-engagement campaigns help you win back subscribers who might otherwise unsubscribe, effectively reducing customer churn.

  • Clean up your email list

By offering an unsubscribe option in your re-engagement emails, you remove inactive subscribers from your list. This keeps your list healthy and improves the overall quality of your audience, leading to better deliverability rates for your future campaigns.

  • Boost sales and conversions

When subscribers re-engage with your emails, they become more receptive to your marketing messages. This can translate into increased website traffic, more leads generated, and ultimately, a boost in sales and conversions.

A laptop showing the word email conversion.

Re-engagement email examples

There are tons of creative approaches to re-engagement emails. Here are a few ideas to get your juices flowing:

  • The "We Miss You" approach

Play on the emotional connection and let subscribers know you miss their presence.

  • The "New Stuff Alert" approach

Highlight exciting new products, features, or content to entice subscribers to come back for more.

  • The "Relevancy Check" approach

Offer to personalise their email experience by letting them adjust their preferences for the type of content they receive.

  •  The "The FOMO (Fear Of Missing Out)” approach

Gently nudge subscribers by showcasing what they might be missing with exclusive offers or trending content.

  •  The "The Re-introduction” approach

For subscribers who signed up a long time ago, remind them of the value you offer and the benefits of staying subscribed.

Nine best practices for sending re-engagement emails

Now that you're convinced of the power of re-engagement emails, let's get tactical! Here are seven golden rules to craft winning campaigns

  1. Craft a killer subject line

This is your first impression, so make it count! Keep it short, intriguing, and relevant to your offer. (Ex: "Hold on a sec, did we miss something?")

  1. Personalise your emails

Use subscribers' names and tailor content based on their past interactions.

  1. Segment your audience

 Don't send the same email to everyone. Group subscribers by interests to deliver more relevant messages.

  1. Offer an incentive

 A discount code, freebie, or exclusive offer can be a great motivator for re-engagement. (Ex: "Psst... Here's a special discount just for you!")

  1. Keep it concise and scannable

People are busy! Get straight to the point with clear calls to action.

  1. Include a clear unsubscribe option

Respect your subscribers' right to opt-out. An easy unsubscribe process keeps your list clean.

  1. Don't be afraid to have fun

A little humour or a playful tone can go a long way in re-engagement emails.

A woman typing in her laptop.


Re-engagement emails are a powerful tool to rekindle interest and keep your email list thriving. By following these best practices, you can craft compelling campaigns that win back those inactive subscribers and turn them into loyal fans.

Need help crafting effective re-engagement email campaigns?  The experts at Starchelle Communications are here to help!  Reach out to us today and let's get your email marketing back on track.



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