What is Re-Engagement Campaign?
TL;DR
Email sequence targeting subscribers who've stopped opening and clicking, an attempt to revive the relationship before removing them. Inactive subscribers hurt your Sender Reputation and Email Deliverability, so either re-engage them or let them go. A typical re-engagement sequence: "We miss you" with compelling offer or content, "Is this goodbye?" creating urgency, "Last chance before we remove you" with clear value proposition. Some subscribers wake up; many won't. That's okay, removing truly dormant subscribers improves deliverability for everyone else. Trigger re-engagement after 60-90 days of no opens or clicks. Include a "manage preferences" option; some people want fewer emails rather than none. Those who don't respond to 3 re-engagement attempts should be sunset (moved to suppression list). A clean, engaged list beats a large dormant one.
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Frequently Asked Questions About Re-Engagement Campaign
When should I trigger a re-engagement campaign?
After 60-90 days of no opens or clicks. Much longer and they've completely forgotten you. Much shorter and they might just be on vacation. 90 days is the sweet spot for most businesses.
What should I say in re-engagement emails?
Email 1: 'We miss you' with compelling content or offer. Email 2: 'Is this goodbye?' with urgency and value reminder. Email 3: 'Last chance before we remove you' with clear choice to stay or go.
Should I really remove non-responders?
Yes. Dormant subscribers hurt deliverability for your whole list. Those who ignore 3 re-engagement attempts aren't coming back. Remove them. A smaller engaged list outperforms a large dead one.
What if someone wants fewer emails, not none?
Include a 'manage preferences' option in re-engagement emails. Some subscribers are overwhelmed by frequency but still interested. Let them choose weekly digests or specific topics instead of complete removal.
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