Some folks just stop opening emails. No big fallout, no angry unsubscribe—just silence. It happens. But if you've spent time building that list, seeing it sit there untouched can sting a bit.
Most email marketing campaigns focus on pushing forward. New deals. Fresh signups. But there’s real value buried in the quiet part of your list. That’s where a solid email reactivation campaign comes in. It's less about a hard sell and more about a gentle nudge. A reminder that you're still around and still relevant.
Spot the inactive email subscribers before you try to win them back.
Maybe it’s been 90 days. Maybe six months. The exact timeline doesn’t matter as much as consistency. Track who's stopped clicking, opening, or even glancing. Those are your sleepers. You can’t win them back until you spot them.
Segmenting helps here. An email marketing agency—especially one familiar with tools like Klaviyo—can break down your list by engagement, past behavior, purchase history. Instead of guessing, you’re working with patterns. It's not magic, it's just clean data.
The bigger your list, the easier it is to overlook this step. But those quiet users? They were once interested enough to opt-in. There’s a story in that silence. Maybe your content changed. Maybe their life did. Either way, ignoring them means leaving potential value on the table.
Reconnect with email subscribers in a way that actually feels personal.
Not creepy personal. Just thoughtful. Reference things they showed interest in before they drifted. Highlight products or content they once clicked. If your past campaigns logged that info (and if you’re a Klaviyo Partner, you probably did), use it.
The goal isn’t to shout into the void. It’s to say, "Hey, noticed you’ve been quiet. Still interested in [thing they liked]?"
Sometimes it’s not even about selling. Maybe it’s just a "We noticed you’ve been away—want us to hit pause for now?" That kind of message respects the reader. And more often than you'd think, it works.
Using incentives to re-engage your email list (without feeling pushy).
A soft discount. Early access. Something that feels like an inside deal, not a bribe. If someone hasn’t opened your last ten emails, a 20% off code might not move the needle. But a note saying, "We miss your style" followed by a curated collection just for them? That might.
You could even run a small campaign that rewards engagement. "Click to let us know you're still here" with a reward behind that click. Something simple, but interactive. You're not just asking them to rejoin—you’re giving them a reason.
Also: make the call-to-action clear. Don’t overthink it. One button. One ask. Keep it obvious.
Test different email re-engagement strategies — no one trick works for everyone.
- Subject lines that sound like a person, not a brand.
- Humor, where it fits.
- "Last chance" messages with a tone that doesn’t feel threatening.
- Straight-up questions: "Still into this? Or should we stop sending?"
You could even play with timing. Test what happens when you send at odd hours. Early morning. Late evening. Sometimes inbox timing matters more than content.
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Track your email analytics to see what’s actually working.
Open rates are nice, but clicks mean more. And conversions? That's the real goal. Any decent email marketing agency worth its salt will insist on A/B testing. If you’re working with a Klaviyo Partner, even better—the platform’s built for this kind of refinement.
Don’t just track re-opens. Look at post-click behavior. Did they buy? Did they read multiple pages? Did they bounce immediately? These signals matter when deciding how to follow up.
Keep a record of what each segment responds to. Over time, you’ll start to notice patterns. Maybe one group loves product roundups. Another responds only when there's urgency. Those details let you build smarter campaigns down the line.
Knowing when to stop emailing inactive subscribers.
Let’s be honest—not every inactive subscriber is coming back. And chasing them forever isn’t a great use of time. After a few honest tries, consider letting them go.
A polite opt-out email can serve a double purpose: clean your list and leave the door open. "We’re cleaning house—want to stay on the list?" That sort of message is respectful and often appreciated.
Besides, keeping your list healthy isn’t just about quantity. Deliverability, sender reputation, and engagement metrics all improve when your emails are landing in inboxes that actually care.
The quiet wins of email re-engagement most marketers miss.
Here’s the thing: not every subscriber is coming back. And that’s okay. Some were never really here. But the ones who do return? They’re worth the effort.
So build your email reactivation campaign with that in mind. Less pressure. More listening. Be the brand that notices when someone steps back—and knows how to say the right thing to bring them a little closer again.
Sometimes, one email is all it takes to win back a subscriber.
And if it feels like too much to manage on your own, that’s where a seasoned email marketing agency really earns its keep. The right team will not only build the strategy but also help you execute and evolve it. And if that agency happens to be a certified Klaviyo Partner? Even better. Because now you're not just guessing what works—you’re building with tools designed to help you win back the right people, at the right time, with the right message.