Subscribers do not always remain active. Some people lose interest in your emails, forget about them, or become overloaded with their mailboxes.
Every email marketer faces the same challenge at some point: a growing list of subscribers who have gone cold. These once-engaged contacts who have stopped opening, clicking, or converting represent both a missed opportunity and a potential goldmine of untapped revenue.
However, there is always a solution. Re-engagement emails are powerful tools to reignite these cold or lost relationships, but crafting messages that motivate inactive subscribers to take action requires a few strategies.
We’ll examine ten successful re-engagement email examples to help you regain subscribers, spark interest again, and maintain the health of your email list.
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What Are Re-Engagement Emails?
Email lists shrink by about 22.5% annually due to disengagement.
This might be new to you if you just got into email marketing; however, if you’ve been in business for a while, you might have noticed a reasonable number of your audience no longer interacting with your emails.
You must understand that two things will always happen, no matter how great your email strategy is.
- Some people will unsubscribe
- Some will stay on the list but won’t open your emails.
Though the first one stings, the second is an opportunity to redeem them.
Why does this happen? Some reasons include:
- irrelevant or too many emails
- lack of personalization
- changed interests or needs
However, just like a persuasive salesperson who will never receive NO as an answer, you can revive audience interest with re-engagement emails instead of letting your leads slide away.
Re-engagement emails are marketing emails designed to reconnect with customers who have gone quiet.
The goal is to rekindle relationships, not just make sales. These emails can prompt dormant subscribers to re-engage and strengthen your customer relationships.
Why Are Re-Engagement Emails Important?
A re-engagement email offers an array of benefits, some of which are:
1. Boosts conversions and revenue
Unlike new customers who might hesitate to buy due to a lack of trust, inactive buyers already know your brand. Studies suggest that, depending on your industry, acquiring a new customer can cost five to seven times more than retaining old ones.
A well-timed re-engagement email with a compelling offer, a reminder of past interactions, or a personalized message can nudge users back into purchasing.
2. Improves key metrics
Low open, click, or overall engagement rates can harm your email strategy. By segmenting and targeting audiences with personalized re-engagement content, you can improve these metrics and optimize future email campaigns.
3. Prevents long-term damage
Inactive customers don’t just leave; they take your email performance with them. When you have your email list filled with more than half inactive users, the performance of your email strategy declines.
Brands often ignore these inactive subscribers, leading to lower engagement rates and reduced deliverability. A well-planned re-engagement campaign using humor, exclusive content, special offers, etc., can renew their interest before it is too late.
4. Strengthens customer relationships
People often forget why they signed up for an email list. Re-engagement emails are a chance to remind customers why they signed up.
Heartfelt messages like “We miss you,” an update on new offerings, or personal incentives can help build strong relationships and keep your brand in your users’ minds.
5. Maintains a healthy email list
It is a waste of resources and time when your email list contains over 50% inactive subscribers. Re-engagement emails help identify who’s still interested, keeping your list full of active and valuable subscribers.
9 Best Re-Engagement Email Examples
1. The “We Miss You!” Email
Nobody wants their mistakes called out. Instead of bluntly pointing out users’ inactivity, a well-crafted “we miss you” email is one of the most effective re-engagement strategies for bringing inactive users back into the marketing funnel.
This email is a simple yet powerful tool for reminding users of your brand’s value in their lives without being overly salesy.
A “we miss you” email plays on nostalgia and familiarity; it makes customers feel valued rather than just another number on your email list. The key is to tailor the message to each subscriber’s needs.
Your subject line is the first step to getting your inactive subscribers’ attention. Instead of the usual “we miss you!” that could get ignored, use a subject line that sparks curiosity or emotion, like “It’s Been a While; Let’s Catch Up!”
A compelling subject line sets the stage for re-engagement and increases the chances of your email being opened.
Once the inactive subscribers open your email, don’t just pitch a product; build a conversation.
Tip: A great way to rebuild relationships with inactive users is to ask questions that spark engagement. Include an open-ended question in your email to create an easy response opportunity.
Finally, make it effortless for the inactive subscribers to take action. Pair your message with a clear CTA, whether revisiting your site, redeeming a discount, or exploring new products.
2. The Exclusive Offer Email
Sometimes, all it takes to bring back an inactive subscriber is to create an irresistible incentive.
Exclusive emails are among the most excellent re-engagement email strategies because they grab users’ attention and give them reasons to return. Whether it is a limited-time discount, special coupon codes, percentage discounts, store credits, free shipping, early access to a new product, or special members-only deals, this type of email creates a sense of urgency and exclusivity.
People love the feeling of getting something special, which increases their likelihood of taking action.
For an effective exclusive offer email:
- Focus on personalization by addressing the recipient by name.
- Create urgency with phrases like “Only 24 Hours Left!” or “This Deal Won’t Last Forever.”
- Add a clear and tempting CTA. Instead of generic CTAs like a “Shop Now” button, try something more engaging like “Claim Your 20% Off.”
- Ensure the email clearly explains what the user gains from the offer.
Tip: To keep inactive subscribers engaged long-term, include a reminder about the value they’ll continue to receive from your emails. This will help ensure they don’t become inactive again.
3. The Feedback Request Email
Customers who feel disconnected from your brand are most likely to stop engaging. This is where the concept of inclusivity comes in.
With feedback request emails, you can easily show users that their opinion matters while gaining valuable insights into what’s working and what is not. For example, compiling an email asking why users become inactive gives them a higher chance to provide feedback and stick around to read their feedback.
Instead of pushing for a sale, this email invites them to share their experience, making them feel heard and valued.
To have a successful and effective feedback email:
- Keep email short, direct, and personal.
- Including a subject line like “We’d Love Your Feedback!” or “Help Us Improve—Tell Us What You Think” shows users that you value their opinions.
- Facilitate the feedback survey with a one-click survey, a star rating system, or a quick multiple-choice question.
- Add incentives like freebies or discounts.
Tip: Use the feedback responses to segment the audience and understand what works for each segment.
4. The “Are You Still Interested?” Email
This is a straightforward and effective re-engagement email. It directly asks subscribers if they are still interested in hearing from you, and the action taken elicits a response.
This type of email can help clean up your list by encouraging inactive subscribers to either re-engage or opt out, which helps protect your sender reputation.
If they don’t respond, you can remove them from your list, reducing the chance of your emails being marked as spam.
Features of an effective ‘Are you interested’ email:
- Brief, polite, and friendly
- Includes a clear call to action like “Yes, keep me subscribed” or “Update your preferences.”
- Gives users ample time to make a decision
- Sends a follow-up email to confirm their response
5. The Personalized Recommendation Email
This email is a powerful re-engagement strategy that depends on the data you’ve collected on your subscribers or customers.
You can send tailor-made recommendations or reminders by reminding users of past interactions with your brand, like items they viewed before, products they added to their cart, or services they browsed.
By sending these targeted nudges rather than merely generic material, you provide a personalized experience that speaks directly to their past preferences and behavior. An example could be, “Hey, do you recall when you were interested in this? It’s waiting for you right here!”
6. The Social Proof Email
Sometimes, potential audiences need a little reassurance before they can engage with your brand. And that is where the social proof email comes in.
With this email, you can show inactive users how others enjoy your products and services, giving them the confidence to return. This could be in customer reviews, testimonials, case studies, or showcasing how many people use or love your product.
Seeing the positive experiences of others can trigger actions, fear of missing out (FOMO), and spark curiosity, encouraging inactive users to take a second look at your offer.
Tip: To make your social proof stand out, include captivating images of user reviews or authentic client testimonials that showcase the advantages of your product or service.
7. The Anniversary or Milestone Email
This email focuses on celebrating important days with your customers, like the anniversary of their first purchase or the time since they first signed up for your email list. It rekindles relationships and shows them you care about their continued engagement.
This email might seem incredibly personal, particularly if you celebrate the milestone with a modest gift or discount. Reminding customers of their positive brand experiences is a good way to get them to interact with your site again if they haven’t done so in a while.
Tip: For better engagement, include a special bonus for the recipient to celebrate the milestone. This will show them how much you appreciate their efforts.
8. The Content Update Email
You can bring inactive subscribers back into the fold by updating them on your brand’s recent development, whether you’ve published a new blog post, released a new feature, or added a product to your store.
This can spark interest in users who stopped engaging with your emails because they felt they weren’t receiving fresh, engaging content. Keeping your emails informative and relevant can remind inactive subscribers of your brand’s value.
Your subject line could be “[Name], we’ve got something new for you.”
Tip: Including a visual snippet or teaser of the new content in your email can spark curiosity. Add a clear CTA to guide them back to your website to explore more. You could also create an exclusive “first look” or VIP access for past customers to make them feel special and valued.
9. The “Let’s Be Honest” Email
Sometimes, honesty is the best way to reconnect with an inactive subscriber. When someone hasn’t opened your emails in a while, it’s okay to speak directly, like you would with a friend you haven’t heard from in ages.
Email marketing is more than just promotions and updates. It’s a relationship. Acknowledge the distance between you (your brand) and inactive subscribers and open the door for reconnection.
A bold, emotionally honest subject line can work here, for example, “How can we serve you better?” The “Let’s Be Honest” email reminds your subscribers that you’re still here, human and caring.
Conclusion
Re-engaging dormant subscribers doesn’t have to be difficult. You can increase engagement rates and regain lost subscribers with the correct email strategy, customization, and value-driven content.
Remember that keeping an existing subscriber is always easier (and less expensive) than finding a new one!
Test these re-engagement email examples to see which is most effective for your audience. However, if they don’t reply, it could be time to purge your list and concentrate on your most active subscribers.
FAQs
How do I bring back inactive email subscribers?
Send targeted, attention-grabbing emails to re-engage inactive email subscribers. Offering discounts, showcasing new items, or soliciting feedback are among the strategies you might explore. Make your messages feel important by tailoring them to subscribers’ prior experiences with your business.
What subject lines work best for re-engagement emails?
Subject lines that spark curiosity or appeal to emotions work well. Examples include:
- It’s Been a While—Let’s Catch Up
- Still Interested? Let Us Know!
- Exclusive Offer Just for You—Don’t Miss Out
What elements should a re-engagement email include?
- A compelling and catchy subject line to grab attention
- Personalization
- An enticing offer or reason for them to stay
- A simple and direct call to action (CTA)
- An option to update preferences or opt out if they’re no longer interested
Are you ready to re-engage your subscribers? Start implementing these email examples.
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