Re-engagement Email Campaign Template
Win back inactive subscribers and users with a targeted re-engagement sequence. Reduce list churn while cleaning your database of truly disengaged contacts.
Best for: Companies with growing email lists and declining engagement rates
Identify Inactive Segments
250-350 wordsDefine 'inactive' for your business: no opens in 90 days, no clicks in 60 days, or no product login in 30 days. Segment by inactivity level: recently inactive (30-60 days) vs deeply inactive (90+ days). Different levels need different approaches.
Email 1: The 'We Miss You' Check-In
250-350 wordsAcknowledge the gap without guilt-tripping. Ask if they'd like to continue receiving emails. Offer value: share your most popular recent content or a new resource. Keep it personal and short — 100 words max.
Email 2: The Value Reminder
250-350 wordsRemind them why they subscribed. Share your best-performing content from the past quarter. Highlight what's new — product updates, new features, fresh content. Give them a reason to re-engage beyond obligation.
Email 3: The Last Chance
250-350 wordsBe direct: 'We'll remove you from our list in 7 days unless you click this button.' A clear deadline drives action. Make the 'keep me subscribed' button prominent. Also offer an option to reduce email frequency rather than fully unsubscribe.
List Hygiene & Suppression
250-350 wordsAfter the sequence, suppress non-responders. Don't delete them — move to a suppressed segment. Clean lists improve deliverability for your active subscribers. Run re-engagement campaigns quarterly to keep your list healthy.
Pro Tips
A smaller, engaged list outperforms a large, inactive one. Suppressing 20% of your list can improve open rates by 10-15% and drastically improve deliverability. Don't fear list shrinkage.
Use a completely different subject line style for re-engagement emails. If your normal subject lines are informational, try personal and direct: 'Are we breaking up?' or 'Quick question for you.'
Before suppressing inactive contacts, try one final email from the CEO or founder — personal emails from real people cut through inbox noise when marketing emails can't.
Frequently Asked Questions
How often should I run re-engagement campaigns?+
Quarterly for list hygiene. Monthly for product-specific re-engagement (users who haven't logged in). The goal is continuous list health, not periodic crisis management.
Won't I lose subscribers by running re-engagement campaigns?+
You'll lose contacts who weren't engaging anyway. These contacts were hurting your deliverability and inflating your list metrics. The subscribers who stay are genuinely interested — and your email performance will improve immediately.
What if someone doesn't respond to the re-engagement sequence?+
Suppress them from regular sends for 6 months, then try once more. If they still don't respond, remove them permanently. Continuing to email unresponsive contacts damages your sender reputation and inbox placement rates.
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