Every email marketer knows the importance of keeping subscribers engaged. But over time, some subscribers lose interest. Maybe they stop opening your emails or clicking your links. When that happens, it’s time to re-engage them.
Re-engagement emails are designed to bring back inactive subscribers and remind them why they joined your list in the first place. These emails can help you reconnect and rebuild relationships with people who may have forgotten about your brand.
Here’s how to design effective re-engagement emails that win back those subscribers.
Start with a Clear Purpose
Before you send out a re-engagement email, know what you want to achieve. Are you trying to get them to open your emails again? Click through to a specific offer? Complete a survey?
Knowing your goal will help you craft a message that resonates with your inactive subscribers. You want to give them a reason to come back.
Use a Catchy Subject Line
The first thing your inactive subscribers will see is the subject line. It needs to grab their attention and make them want to open the email. This is your chance to remind them why they signed up for your list.
Keep the subject line simple and to the point. Use curiosity, emotion, or humor to draw them in. A few examples:
- “We Miss You! Here’s Something Just for You”
- “Where Have You Been? We’ve Got Something Special”
- “Let’s Reconnect! Don’t Miss Out Again”
A subject line that feels personal and inviting can increase the chances of getting those inactive subscribers to open your email.
Remind Them of the Value
Once they open the email, remind them why they subscribed in the first place. What value do you provide? This is your chance to highlight the benefits of staying on your list.
- Do you send exclusive content or offers?
- Do you provide tips, guides, or resources that make their life easier?
Whatever value you bring, make it clear. For example, you could say, “You subscribed to get the best deals and tips from us, and we don’t want you to miss out.”
Reminding them of what they’re missing can spark interest and encourage them to re-engage.
Offer an Incentive
Sometimes, people need a little extra push to take action. Offering an incentive is a great way to motivate inactive subscribers to come back. This could be:
- A discount or coupon code
- Access to exclusive content
- A special offer just for them
Make sure the incentive is clear and easy to redeem. For example, if you’re offering a discount, make it easy for them to click through and use it right away.
The incentive should feel like a reward for sticking with your brand. It’s your way of saying, “We appreciate you, and we want you back.”
Personalize the Message
Personalization is key to creating a connection with your subscribers. When people feel like you’re speaking directly to them, they’re more likely to engage.
- Use their first name in the email.
- Reference their previous activity or purchases (if possible).
- Make the message feel warm and personal.
For example, you could say, “Hi [Name], we noticed you haven’t been around lately, and we wanted to make sure you’re still getting the most from us.”
A personalized email feels less like a generic marketing message and more like a conversation.
Make the Email Easy to Read
Your inactive subscribers are busy, and they might not have time to read a long email. Keep your message short and to the point.
- Use clear headings to break up the content.
- Use bullet points to highlight key points.
- Keep paragraphs short and easy to skim.
The goal is to make it easy for your subscribers to see the value of re-engaging with your emails. If the email is too long or complicated, they may lose interest.
Include a Clear Call to Action
Every re-engagement email should have a clear call to action (CTA). What do you want your subscribers to do next? Whether it’s clicking a link, redeeming an offer, or updating their preferences, make the action obvious.
Use action-oriented language in your CTA, such as:
- “Claim Your Discount Now”
- “Get Your Free Guide”
- “Update Your Preferences Here”
The CTA should stand out visually. Use a button or bold text to make it easy for subscribers to take the next step.
Use Engaging Visuals
Visuals can make your email more appealing and increase the chances of subscribers paying attention. Include images, icons, or even GIFs to make the email more dynamic.
Make sure the visuals align with your message. For example, if you’re offering a discount, include a visual of the product or service they can get with that discount.
But be careful not to overdo it. Too many visuals can slow down the email or make it look cluttered. The key is balance.
Give Them Options
Some subscribers may not want to leave your list, but they might be overwhelmed by the frequency of your emails. Offer them options to stay on the list without feeling bombarded.
You can include a link to update their preferences, where they can choose how often they want to hear from you.
For example, you could say, “Not ready to say goodbye? Update your preferences, and we’ll only send you the emails you want.”
This gives subscribers more control over their inbox and may reduce the number of people unsubscribing.
Include an Easy Unsubscribe Option
While your goal is to re-engage subscribers, some people may still want to unsubscribe. Make it easy for them to do so.
Having a clear unsubscribe link shows that you respect your subscribers’ choices. It’s better to let them go if they’re truly not interested than to keep sending emails they don’t want.
And who knows? Some subscribers may appreciate the easy unsubscribe option so much that they decide to stay after all.
Test and Optimize
Not all re-engagement emails will work the same way for every audience. Test different versions of your emails to see what resonates with your subscribers.
- Try different subject lines to see which ones get more opens.
- Test various CTAs to see which ones get more clicks.
- Experiment with different incentives to see what drives more re-engagement.
By testing and optimizing your emails, you can improve your results and win back more inactive subscribers over time.
Follow Up
If your first re-engagement email doesn’t get a response, don’t give up. Sometimes, people need a little more time or a second reminder.
Send a follow-up email a week or two later. In this email, you could:
- Remind them of the incentive or offer.
- Let them know it’s their last chance to re-engage before being removed from the list.
A gentle nudge can be enough to get some subscribers to take action.
Know When to Let Go
As much as you want to win back all your inactive subscribers, it’s important to know when to let go. If someone hasn’t engaged after multiple re-engagement attempts, it’s time to remove them from your list.
Keeping inactive subscribers can hurt your email deliverability and skew your metrics. By cleaning up your list, you’ll have a more engaged audience that actually wants to hear from you.
Final Thoughts
Re-engagement emails are a powerful tool for bringing inactive subscribers back to your list. By designing emails that are personal, valuable, and easy to act on, you can reignite interest and rebuild relationships.
Remember to keep your emails simple and focused. Offer incentives, make it easy for subscribers to re-engage, and always track your results to see what works best.
With the right approach, you can win back inactive subscribers and turn them into loyal, engaged members of your audience once again.