Let’s be trustworthy: Most re-engagement emails are an afterthought. They get handled just like the dusty “final likelihood” bin at the back of the shop; despatched months too late, generic in tone, and largely ineffective. Which is a disgrace, as a result of whenever you do them proper, re-engagement campaigns may be among the hardest-working emails in your complete program.
Give it some thought: These subscribers have already proven curiosity in your model. Perhaps they purchased from you earlier than, perhaps they signed up on your record full of excellent intentions. Both manner, the connection isn’t lifeless; it’s simply dormant. And which means you’ve gotten a possibility to reignite it.
A sensible re-engagement technique doesn’t simply attempt to salvage disengaged subscribers; it might probably get well income, enhance deliverability, and preserve your record wholesome.
Desk of Contents
What are re-engagement emails?
A re-engagement (or re-activation) electronic mail is a message despatched to subscribers who haven’t opened, clicked, or interacted together with your emails shortly; it’s your model’s manner of tapping them on the shoulder and saying, “Hey, nonetheless ?”
What’s the significance of re-engagement emails?
Accomplished effectively, re-engagement emails can rekindle consideration, rebuild belief, and remind individuals why they signed up for electronic mail out of your model within the first place. It’s half relationship restore, half second likelihood – and it really works greatest when it feels extra like a dialog than a marketing campaign.
Frequent Sorts of Re-Engagement Emails
1. “We Miss You” Heat Nudge
I see a variety of these in my inbox. That’s as a result of it’s the traditional re-engagement message for good motive. It’s low-pressure, emotionally clever, and gently reminds the subscriber that you just seen they’ve gone quiet.
These messages usually take a human, conversational tone (“It’s been some time,” “Haven’t heard from you recently”) and depend on heat over urgency. The aim isn’t to push a sale, it’s to re-open the road of communication. These emails work greatest after they sound like somebody really seen the absence, not like automation lastly caught up.
Why I believe it really works: This class leads with empathy as an alternative of promoting converse. It’s the equal of claiming “Hey, simply checking in” as an alternative of “BUY NOW.” And that human tone can go a good distance when somebody’s already drifting.
2. Incentive-Primarily based Win-Again
I get that typically individuals want a motive to return again, and a suggestion can do the trick. Nonetheless, whereas I do typically use these with my purchasers, I’m not a giant fan.
These emails pair the re-engagement message with a tangible reward: a reduction code, free transport, or a limited-time bundle. However the most effective ones don’t simply scream SALE. As an alternative, they remind the reader of why they beloved the model within the first place, then sweeten the deal.
Why I believe it really works: Incentives create urgency and relevance. And when paired with well-branded inventive, they really feel like a thank-you reward, not a bribe. However right here’s why I strive not to do that. You must watch out. If you happen to practice your viewers to solely have interaction when there’s a reduction, you’ll have ongoing retention issues.
3. Product Updates or “What’s New” Verify-Ins
I really like this strategy. Generally the easiest way to re-engage isn’t to look backward, however to supply one thing new. If you happen to’ve launched new options, launched a recent assortment, or improved your expertise since they final interacted, inform them! A re-engagement electronic mail framed round updates says, “We’ve advanced and we predict you’ll wish to see what’s modified.”
Why I believe it really works: This strategy is nice for product-led companies and SaaS. It shifts the message from “You disappeared” to “We’ve bought one thing thrilling you may’ve missed.” It faucets curiosity and relevance with out shaming the lapse.
I additionally love that they provide a brand new motive for individuals to have interaction together with your electronic mail – and your model.
4. Unique or Emotional Enchantment
You must watch out with some of these re-engagement emails; they’re my least favourite kind. They play the urgency card, however you must do it rigorously.
These emails use exclusivity, personalization, or emotion to immediate motion: “Your 20% supply expires quickly” is okay and may go, however see the notes above about incentive-based win-backs.
“That is the final electronic mail you’ll get from us” is the worst – it’s like a menace. And if they’ve stopped opening and/or clicking in your emails, why would they care? “We’re pausing your subscription” is maybe somewhat higher – however will absence make your subscribers’ hearts develop fonder? I doubt it.
Accomplished effectively, the sort of re-engagement electronic mail looks like a considerate closure, or a closing likelihood to remain linked. Accomplished poorly, it feels manipulative.
Why I believe it really works: There’s energy in shortage, however solely when paired with respect. These emails work after they come from a spot of “We worth you” fairly than “We wish to hit our Q3 numbers.”
5. Profit-Targeted Reintroduction
I really like creating emails that remind the subscriber of the worth they’re lacking out on by not partaking with a model’s emails.
Generally subscribers don’t disengage as a result of they’re mad, they simply forgot the worth you carry. A benefit-led electronic mail reminds them of how your product, content material, or service improves their life. It’s a mini re-pitch: Right here’s what we provide, right here’s why it issues, and right here’s easy methods to get again into it.
Why I believe it really works: This technique is very robust for manufacturers with a values-based mission or a utility-driven product. As an alternative of centering the subscriber’s inactivity, it refocuses on the model’s relevance and advantages. It says “Right here’s what we do, and why it’s value your time once more.”
6. Model Replace or Story-Primarily based Reconnect
One other nice strategy that I take advantage of with my purchasers. In case your model has modified, grown, or advanced, inform your viewers. Such a re-engagement electronic mail makes use of narrative to re-spark the connection. It may very well be a brand new product line, a current milestone, or a behind-the-scenes replace that makes individuals really feel a part of the journey. It’s notably efficient when paired with private storytelling and powerful model voice.
Why I believe it really works: Generally individuals disconnect from manufacturers that go quiet or lose relevance. A story electronic mail reminds subscribers there’s an actual enterprise with actual individuals behind the brand and that the story continues to be unfolding.
6 Actual Life Examples of Re-Engagement Emails
1. Slack
I actually like this electronic mail the place Slack nails the nice and cozy nudge strategy. The headline makes it clear: “Your group is ready in Slack.” It’s private, direct, and framed round what the recipient is lacking, not what Slack is lacking. That refined shift makes it in regards to the reader’s relationships and function, fairly than the product alone.
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The copy leans into emotional attraction: “Smiles Davis, we miss you. Your teammates miss you.” It positions Slack as a spot of belonging and significance. For anybody who’s drifted away, that reminder of being a part of a group is a robust motivator to re-engage.
It additionally contains data-driven context: “Your group has despatched 589 messages this month.” This provides urgency and somewhat FOMO. It’s not simply summary; the recipient now is aware of they’ve been out of the loop.
Lastly, Slack provides readers simple subsequent steps. As an alternative of overwhelming them with a gross sales pitch, it breaks re-engagement down into three easy actions (use emoji, manage with canvas, monitor duties). Every step features a hyperlink, so the subscriber can dive proper in. Paired with a daring “Return to Slack” CTA, it removes friction and makes coming again really feel simple.
This can be a nice instance of a “We Miss You” marketing campaign that blends emotional pull with sensible worth. It acknowledges absence, reminds the reader why Slack issues, and supplies a transparent path to reactivation, multi function approachable, brand-aligned message.
2. DoorDash
I really like that DoorDash goes straight to the purpose on this incentive-based win-back electronic mail. “Right here’s 20% off.” It’s daring, benefits-first, and straightforward to grasp at a look. The headline works to border the supply as each pressing and interesting; “Knock, knock” is playful, whereas the low cost is the actual hook.
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The e-mail additionally faucets into nostalgia and sensory reminiscence: “Don’t you miss the sound of a scrumptious meal arriving at your door?” That phrasing brings again the constructive expertise of utilizing the service, pairing the motivation with an emotional reminder of comfort and satisfaction.
Design-wise, it’s clear and centered. The brilliant crimson CTA button (“Order now”) attracts the attention instantly and leaves little doubt in regards to the desired motion. By limiting the copy to a brief paragraph and placing the promo code entrance and middle, DoorDash removes friction and makes redemption easy.
This can be a textbook incentive-based win-back: It leverages a reduction to spark motion whereas reinforcing the model’s worth proposition (comfort, consolation, and good meals delivered quick). For lapsed customers who might have merely forgotten or wanted a nudge, this easy strategy may be precisely what will get them again.
3. YouTube TV
I’m all the time up for watching the large sport. Doesn’t matter who’s enjoying – for me it’s in regards to the commercials. So this electronic mail would positively have made me think about reactivating my YouTube TV account.
YouTube TV makes use of a significant cultural second, the Tremendous Bowl, to tug inactive subscribers again in. The headline is obvious and compelling: “Come again and watch Tremendous Bowl LVII dwell on FOX.” That’s not only a product function, it’s an occasion individuals care about, which makes the reactivation pitch instantly related and time-sensitive.
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Past the occasion hook, the e-mail doubles down by highlighting new or improved options that make the expertise higher: real-time highlights, dwell stats and scores, and the power to stream on a number of units. Every function is framed in easy, benefit-focused language and paired with icons for simple scanning, so even a fast look reinforces the product’s evolution.
The design is simple however efficient: daring imagery from the sport, a transparent “Reactivate Now” CTA button (repeated twice for emphasis), and minimal copy. It makes it simple for the reader to grasp each why they need to return (don’t miss the Tremendous Bowl) and the way YouTube TV has improved since they left.
This can be a robust product replace marketing campaign as a result of it doesn’t simply remind customers of what that they had earlier than, it reveals them what’s new, higher, and extra related proper now. It faucets into urgency (the Tremendous Bowl date), curiosity (options they might not find out about), and ease (one-click reactivation).
4. All About E mail
This instance is definitely from my very own inbox. Spoiler: I did click on to remain subscribed.
This reactivation message leans on emotional connection and exclusivity. The topic line, “Is it time to say goodbye?” frames the e-mail as a private crossroads, whereas the physique copy reinforces that tone: “I miss having you round.” It looks like a one-to-one message fairly than a mass blast, which may be efficient in reminding the reader that their presence issues.
It additionally makes use of an unique framing; if the subscriber doesn’t click on to remain, they’ll be faraway from the record. That shortage creates urgency, whereas the only “Maintain Me Subscribed” button makes the specified motion clear and straightforward. The notice on the backside (“I’ll assume you’re now not and take away you from the record”) doubles as a list-cleaning mechanism, a win for sender fame, even when the subscriber doesn’t re-engage.
The place this electronic mail may very well be stronger is in execution. The sender tells readers what they’ve missed (“I’ve shared some superb stuff lately”), however doesn’t present it. A couple of headlines or hyperlinks to current content material might have added a benefit-focused reintroduction layer, making the case extra compelling. As is, it succeeds on emotional tone however leaves some persuasive energy on the desk.
That is nonetheless a strong instance of the unique/emotional attraction class, particularly for smaller publishers or creators who wish to preserve their lists clear whereas protecting the message private. However pairing emotion with proof of worth would doubtless drive much more clicks.
5. New York Journal
I really like this electronic mail — it’s an amazing instance of a benefit-oriented reintroduction, which is the kind of reactivation electronic mail that I’ve discovered works greatest. As a result of a re-engagement win isn’t nearly getting a click on right now – it’s about getting your emails engaged with on an ongoing foundation going ahead.
New York Journal leans into advantages and worth fairly than absence or urgency. The headline, “We had been simply getting began,” positions the lapse not as failure, however as unfinished enterprise. It’s a refined however good framing: The reader hasn’t “missed out,” they nonetheless have the prospect to rejoin the dialog.
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The e-mail showcases what the subscriber positive factors by coming again: entry to unique newsletters, a whole bunch of recent tales each week, each day video games, and extra. It’s not simply “resubscribe as a result of we wish you again.” It’s “resubscribe as a result of right here’s all the pieces you’ll get.” That benefits-first positioning is what makes this message so persuasive.
The design helps the technique with visible proof of worth: vibrant journal covers, daring headlines, and a curated record of “Tales You May Have Missed.” By surfacing particular content material, the e-mail reminds readers of the model’s cultural relevance and high quality. It’s primarily saying, “Look what you’re not studying, and picture what you might be.”
Lastly, the motivation (“Resubscribe and get 40% plus an additional $20 off limitless entry”) seals the deal, however it doesn’t carry the entire weight of the e-mail. The advantages lead, the supply helps. That steadiness makes this an amazing instance of a benefit-focused reintroduction marketing campaign: it builds need to reconnect by emphasizing what’s precious and distinctive in regards to the expertise, not simply dangling a reduction.
6. AllTrails
I actually like this electronic mail; anytime you replace your membership choices, it’s an amazing alternative to regain lapsed subscribers. AllTrails takes the model replace strategy, positioning their new membership plan as a recent motive for lapsed customers to return again. The headline “We took exploring to a complete new stage” instantly indicators evolution and enchancment. As an alternative of specializing in what the consumer has missed, it highlights what’s new and thrilling in regards to the model.
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The visuals reinforce that message with crisp app screenshots that showcase new options (path maps, plant IDs, precipitation overlays). This makes the replace really feel tangible, not summary. Subscribers can see what’s modified.
The e-mail additionally does a pleasant job of tying the replace to consumer advantages. “From creating your personal journey to uncovering the world round you” connects the product enhancements again to the subscriber’s real-world objectives. That benefit-first framing turns a product announcement right into a re-engagement nudge.
Lastly, the CTA, “Get early entry,” provides a component of exclusivity and urgency. As an alternative of passively informing, it actively invitations the reader to expertise the model’s subsequent chapter earlier than everybody else.
This can be a robust model replace/story-based reconnect as a result of it makes product evolution the rationale to return. For subscribers who drifted away, the implicit message is: “AllTrails is healthier than whenever you left; come see for your self.”
Closing Re-engagement Recommendation: Strike Early, Strike Typically
On the finish of the day, re-engagement campaigns are about respect. Respect on your subscriber’s consideration, respect for his or her inbox, and respect for the connection you as soon as had. The very best ones don’t beg or guilt; they remind, they invite, they present worth, they usually make it simple to return again.
And yet another factor: Don’t wait too lengthy. The longer a subscriber stays inactive, the tougher it’s to win them again. That’s why the simplest re-engagement campaigns aren’t one-off Hail Marys; they’re automated, strategic, and triggered pretty early within the dormancy window (suppose 30 to 60 days of no exercise, not six months of silence).
And sure, the best-performing campaigns are a collection, not a single message. One electronic mail may get ignored; a thoughtfully sequenced nudge, like a heat reminder, then a price supply, and a closing name, has a a lot better shot at bringing them again earlier than it’s too late.
Re-engagement isn’t simply record hygiene; it’s a possibility to remind individuals why they mentioned sure to you within the first place, to get well relationships (and income), and to strengthen your program total. Don’t waste it.
Editor’s notice: This put up was initially revealed in October 2019 and has been up to date for comprehensiveness.
