The ultimate guide to re-engagement emails

Steve White 3 mins

Computer keyboard with a shopping basket as one of the keys

Re-engagement emails are a simple, yet powerful way to revive a waning email list. However, simply sending out a few emails won’t solve all your problems. Constructing the perfect re-engagement email is an art and science that requires careful consideration of your audience and their needs.

What is a re-engagement email?

A re-engagement email is an email you send to subscribers who haven’t opened any of your last few emails. It’s a chance to get them back in the habit of opening your emails and to re-engage them with what you’re sending out.

Consider your re-engagement options

When it comes to re-engagement emails, you have a few options:

  • You can send this email to subscribers who haven’t opened or clicked on your emails in a while. For example, if someone hasn’t opened an email from you in two months and you know he’s subscribed to your list, sending him an update on what’s new at your company might be just the thing to get him back into the swing of things.
  • You can also use this type of email as a way of thanking clients for spending money with you recently—and reminding them about all the other great content on your site that they might have missed in their long absence.

The purpose of the perfect re-engagement email

Having a well-designed, personalized, and timely re-engagement email is the best way to drive qualified leads back to your website.

The following guidelines will help you create a successful re-engagement email:

  • Make sure that your email is personalized. A personal touch will increase your click rate by 90%!
  • Make sure that the subject line of the email is relevant and useful for the users who receive it. The goal is to get people excited about seeing more from you in future emails… not just getting them to open one more message from an unfamiliar sender!
  • Make sure that you send your re-engagement message at exactly the right time – when they’re most likely to respond positively (e.g., during peak hours).

How to write the best re-engagement email

Here are some essential tips to keep in mind when you’re writing the best re-engagement email:

  • Use a personal tone. The best way to make sure your subscriber feels like you know them is by using their name in the first line of your email. For example, if you were writing an email for someone named David, you’d say “Hi David” or “Hi David, how are you?” If they’re not used to receiving emails from you, try breaking the ice by asking them how they’ve been since last time they heard from you—even if it was only a few days ago!
  • Don’t use too many words. Keep it short and sweet! It’s much easier for people to read shorter emails with less text on each line than longer ones with several paragraphs (or worse…just one long paragraph). So don’t waste time trying to fill up every inch of space available when composing your message; instead focus on clearly laying out what action or task needs completing so that readers can easily find what they need without wasting time scanning through endless paragraphs looking for instructions on what they should do next.

Analyse and optimise

Re-engagement campaigns typically have a short time frame, so it’s important to make sure you’re getting the most out of them. You can measure the success of your re-engagement campaign by analyzing metrics like click-through rate (CTR), open rate, conversion rate and return on investment (ROI). These metrics will tell you how well your emails are performing at getting recipients to take action.

Analyzing data from previous campaigns can help you optimise future campaigns by figuring out which segments respond best or which subject lines were more successful than others. The more data points you have available, the better idea you’ll have about what works best for your audience.

A good re-engagement email can help you keep subscribers and get them back in the habit of opening your emails

A good re-engagement email can help you keep subscribers and get them back in the habit of opening your emails. They’re a great way to get people who have stopped opening your emails back into your email marketing funnel, which is especially important if you’re trying to build trust with new subscribers.

Re-engagement emails are great because they give you an opportunity to reconnect with your subscribers and remind them why they signed up in the first place. When it comes time for them to subscribe again (or even buy from you), they will be much more likely to respond positively because of all the care that went into building those relationships over time!


We hope you have found this guide to creating the perfect re-engagement email useful and inspiring. We have created re-engagement emails for dozens of clients in the past, including Dulux, Swinton Insurance, Manchester City Football Club and Jessops, so we’d like to think we know a little on the subject. If you have any questions please don’t hesitate to contact us 🙂


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