Re-engagement Campaigns That Work Before You Delete Subscribers

Before removing inactive subscribers, try to win some of them back. Done well, a re-engagement series recovers a share of the list and cleans the rest.

Who to include

Contacts who have not clicked, replied or bought for 6 to 12 months and whose address is still verified as valid.

A three-email sequence

1. We miss you: a friendly subject, one clear benefit and a single button. Offer a preference choice.
2. Best content: your most useful article or offer from the past year.
3. Last call: tell them they will stop receiving mail unless they click, and make it one click.

Rules

• Space the emails four to seven days apart.
• Count only clicks and replies as engagement.
• Anyone who clicks moves back to the active segment.
• Anyone who does not respond after the sequence is suppressed or removed.

Tips

• Keep design simple and the unsubscribe link visible.
• Do not use misleading urgency.
• Verify the segment first with the bulk verifier so you do not mail dead addresses.

Measure

Compare reactivation rate, unsubscribe rate and complaint rate. A healthy sequence recovers a small but real percentage and reduces future bounces.