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Email Marketing

Re-engagement Campaign for Inactive Subscribers

use this prompt when:

  • Your email engagement metrics have declined, with open and click rates dropping below industry benchmarks
  • You have a significant segment of subscribers who haven’t interacted with your emails in recent months
  • You’re planning a seasonal campaign and want to reactivate dormant subscribers before peak selling periods
  • Your customer acquisition costs are rising, making retention and reactivation of existing subscribers more cost-effective
  • You’re preparing to clean your email list but want to make strategic recovery attempts before removing subscribers

The prompt

Create a strategic re-engagement campaign for <business name> targeting <number/percentage> inactive subscribers who haven’t opened or clicked our emails in the past <time period>. Develop a sequence of <number> emails with high-impact subject lines, compelling content approaches, and clear value propositions designed to reactivate interest. Include strategies for segmenting the inactive audience based on previous engagement patterns, personalization approaches using historical data, incentive considerations, preference center optimization, and sunset policies for permanently unengaged subscribers. Provide specific messaging frameworks that acknowledge the absence of engagement without being negative, reestablish value, and prompt clear action, balancing list hygiene with retention of potentially valuable subscribers.

Copy prompt

How to customize

Re-engagement Campaign for Inactive Subscribers
Variables
Description
Variables
business name
Description
Enter your brand name or company name that will be featured in the re-engagement campaign.
Variables
number/percentage
Description
Specify either the total number of subscribers (e.g., 5,000) or the percentage of your list (e.g., 40%) that qualifies as inactive.
Variables
time period
Description
Define the inactivity threshold that classifies subscribers as dormant (e.g., 3 months, 6 months, 1 year).
Variables
number
Description
Indicate how many emails you want in your re-engagement sequence (typically 3-5 is effective).

Example Output

Re-engagement Campaign Strategy for GLOW Skincare

 

Inactive Audience Analysis: Based on your data, 37% of GLOW Skincare’s subscriber base (approximately 8,400 subscribers) have not opened or clicked emails in the past 4 months. Analysis reveals three primary segments within this inactive group:

  1. One-time purchasers (58%): Engaged briefly after initial purchase but never converted to repeat customers
  2. Seasonal shoppers (27%): Previously engaged during holiday seasons or special promotions only
  3. Formerly highly engaged (15%): Previously regular purchasers who have unexpectedly dropped off

 

Recommended 4-Email Sequence:

Email 1: Recognition & Re-introduction

  • Subject line options:
    • “We’ve missed you at GLOW (and here’s 15% to prove it)”
    • “Is this goodbye, [First Name]? 💔”
    • “GLOW’s evolved since you’ve been gone…”

 

  • Content approach: Brief acknowledgment of absence, showcase of 2-3 new products or collections launched since their last engagement, emphasis on brand evolution and improvements

 

  • Value proposition: Focus on what’s new and improved that they’ve been missing

 

  • CTA: “Rediscover GLOW” with button to curated new arrivals page

 

Email 2: Personalized Value Reminder

  • Subject line options:
    • “[First Name], we found your perfect match”
    • “Based on your past favorites: Your GLOW recommendations”
    • “We saved these for you, [First Name]”

 

  • Content approach: Heavily personalized based on previous purchase history and browse behavior, featuring specific product recommendations

 

  • Value proposition: Demonstrate understanding of their preferences and skin concerns

 

  • CTA: “Shop Your Recommendations” with personalized collection link

 

Email 3: Exclusive Incentive

  • Subject line options:
    • “An exclusive offer to welcome you back”
    • “For your eyes only: 20% off your next GLOW purchase”
    • “We want you back β€” with a special gift”

 

  • Content approach: Clear, compelling offer with minimal distractions; focus on limited-time nature of the comeback incentive

 

  • Value proposition: Concrete savings or value-add unavailable to regular subscribers

 

  • CTA: “Claim Your Exclusive Offer” with countdown timer

 

Email 4: Preference Update or Farewell

  • Subject line options:
    • “Last chance: Update your GLOW preferences”
    • “Help us serve you better (or say goodbye)”
    • “Quick question about your GLOW emails”
  • Content approach: Simple, straightforward request to update preferences with clear options

 

  • Value proposition: Control over communication experience

 

  • CTA options: “Update Preferences” and “Confirm Subscription” buttons, with smaller “Unsubscribe” option

 

Segmentation & Personalization Strategy: For each segment, we recommend tailored approaches:

  • One-time purchasers: Focus on educational content about product efficacy and testimonials
  • Seasonal shoppers: Highlight upcoming seasonal products and limited editions
  • Formerly engaged: Emphasize new products in categories they previously purchased

 

Sunset Policy: Subscribers who don’t engage with any of the four emails should be moved to a suppressed status after 30 days from the final email, with:

  • Removal from regular campaigns
  • Addition to a once-quarterly “last chance” campaign list
  • Permanent removal after 12 months of continued non-engagement

 

Success Metrics:

  • Primary: 15% reactivation rate (measured by opening at least 2 subsequent campaigns)
  • Secondary: 5% conversion rate from reactivated subscribers within 60 days
  • Tertiary: List hygiene improvement with 90% of remaining list actively engaged

Pro tips

Re-engagement Campaign for Inactive Subscribers
  • Segment your inactive subscribers based on their previous engagement level and purchase history before sending the same re-engagement campaign to everyone – different types of inactive subscribers need different approaches.
  • Test subject lines extensively for your first re-engagement email, as this will have the lowest open rate of your sequence and needs maximum impact to break through.
  • Consider a multi-channel approach by coordinating SMS or social media retargeting to reinforce your email re-engagement messages.
  • Set clear success metrics before launching – understand what reactivation rate would make this campaign successful for your specific business model and customer lifetime value calculations.

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