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How to Re-engage Email Subscribers Right

Merchants know the value of re-engaging dormant email subscribers. I did that several years ago while working for a leading U.S.-based email service provider.

A client, a prominent direct-to-consumer personal-care brand, had roughly 30,000 email subscribers who had not opened an email in 2 to 7 years.

My team developed and implemented a targeted three-month re-engagement strategy that maintained email deliverability and brand reputation. Over 50% of the dormant subscribers ultimately re-engaged.

Here are the steps.

Re-engage Subscribers

Create a segment for unengaged subscribers

Including unengaged subscribers in a regular sending cadence will confuse them and likely land your campaigns in the spam folder, hurting your email deliverability. Instead, place them in a separate segment.

When sending re-engagement emails, prioritize the most recently engaged subscribers. As you work from newest to oldest, note metrics such as open and click rates. If they start to decline, you’ve likely hit your limit.

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