Studying Time: 12 minutes
Generally, e-mail checklist subscribers go darkish.
It may occur for a variety of causes, together with receiving too many emails, not being within the content material, or forgetting why they signed up within the first place. However right here’s the deal: simply because somebody goes quiet, it doesn’t imply they’re gone eternally.
The trick is to win them again with rigorously thought-about re-engagement emails. As a marketer, you could have entry to a whole lot of knowledge that can be utilized to craft personalised messages that stand out in your subscribers’ inboxes can ship a run-of-the-mill follow-up e-mail. Or, you’ll be able to take it a step additional with re-engagement emails.
Incorporating small, considerate touches, equivalent to utilizing their title, referencing their previous order, informing them in regards to the availability of a brand new line, and even providing a reduction on their most continuously bought merchandise, could make a major distinction.
On this article, we’ll dig into what makes a re-engagement e-mail marketing campaign profitable and share examples from main B2C manufacturers who’ve used this tactic to re-ignite their clients.
What are Re-Engagement Emails?
Re-engagement emails are focused emails despatched to inactive subscribers to recapture their curiosity, encourage engagement, and increase retention. They intention to reconnect with clients by reminding them of optimistic previous experiences together with your model, finally rebuilding their belief and displaying them your worth.
A great way to do that is by sharing social proof, providing a reduction, and holding the client up to date a few new product, however by no means resorting to a tough promote. The thought behind re-engagement emails is to inform them, ‘We miss you’, however not ‘Purchase now’.
9 Advantages of Sending Re-Engagement Emails
Re-engagement emails allow you to revive a dormant buyer base and improve retention.
Let’s discover the advantages of sending these emails intimately.
- Scale back Churn: Re-engagement emails may also help you proactively retain clients earlier than they’re misplaced fully. How? By giving them a well timed, light nudge.
- Improve Buyer Lifetime Worth: Re-engagement emails current a major alternative to leverage buyer knowledge, thereby rising the probability of engagement and conversion. They’re a low-effort, high-impact instrument that gives an economical alternative to upsell, cross-sell, or just deliver clients again into the product expertise.
- Save Acquisition Value: Manufacturers have a 60% increased probability of promoting to an present buyer than to a brand new one, thereby lowering their Buyer Acquisition Value (CAC). With re-engagement emails, you’ll be able to strengthen buyer relationships and maximize your ROI from present clients.
- Introduce Up to date Choices: What in case your clients churned as a result of your product wasn’t mature sufficient for them? Might you probably retarget them with a greater providing? A second probability to indicate off new options and fixes? Re-engagement emails, amongst different issues, additionally will let you say, “Hey, we listened and improved” with poise.
- Strengthen Buyer Relationships: It’s not nearly transactions; it’s about constructing connections. These emails allow you to reveal care, foster empathy, and keep related past the sale.
- Construct Prime-of-Thoughts Consciousness: As they are saying, out of sight is out of thoughts, and as a rule, re-engagement emails are some of the revolutionary methods to remain in sight. They guarantee your model doesn’t fade into the background when others make the noise. By displaying up with well timed, related, and non-pushy content material, you’ll be able to remind lapsed clients why they initially selected you.
- Enhance Electronic mail Supply: Whenever you reconnect together with your disengaged clients, you even have the chance to scrub and refine your e-mail checklist and assess the well being of your e-mail addresses. It saves you value, and ensures that eradicating unresponsive subscribers improves your sender popularity and e-mail deliverability.
- Drive Personalization: It’s 2025, and the place would a model be with out personalization? Manufacturers that use personalised emails can obtain conversion charges between 2.8x and 300.7x in comparison with non-personalized emails.
What will get opened? What CTA works? Are you able to leverage previous buy historical past knowledge? What brings clients again? Use these questions and extra to gas your e-mail personalization engine, section smarter, and set off behavior-based automations.
Now that we’ve unpacked the advantages of re-engagement emails and why they matter, let’s take a look at how one can implement them.
Widespread Sorts of Re-Engagement Emails
There’s hardly a one-size-fits-all in relation to profitable your clients again by way of re-engagement emails. However listed here are the commonest and confirmed codecs that manufacturers depend on:
1. The “We Miss You” Electronic mail
A ‘We Miss You’ e-mail is a personalised reactivation message designed to reconnect with clients who haven’t interacted with the model shortly, reminding them of their previous curiosity and expertise with the model.
Why they matter: A easy, heartfelt “we miss you” message for patrons who haven’t interacted is normally seen as real. Nonetheless, practically each different model now makes use of it, so don’t overlook to be playful.
Reactivation emails, equivalent to “come again” or “we miss you,” sign curiosity with out being pushy, and needs to be a part of your re-engagement e-mail technique. They’re focused at clients who’ve gone chilly however nonetheless have intent or curiosity.
2. The Incentive Electronic mail
An incentive e-mail makes use of a promotional provide, equivalent to a reduction, free delivery, or a loyalty reward, as a hook to deliver again the client and drive quick engagement. The thought is to decrease the friction between the client and their buy journey by providing an incentive.
Why they matter: Gives like “20% off your subsequent order” or “Free delivery” will drive engagement, even when they don’t drive gross sales. They create clients again, of all types — new, curious, and dormant — as a fast motivation to verify the merchandise they’re curious about.
Moreover, utilizing buyer milestones, equivalent to birthdays or anniversaries, drives e-mail engagement at a deeper stage, prompting a discount in friction within the shopping for course of on a day that’s related to them. It additionally makes clients really feel like savvy consumers, excited to earn the rewards for one thing they’ve earned by means of their relationship with the model.
3. The Product Replace Electronic mail
A product replace e-mail informs clients of recent options, enhancements, or modifications within the services or products. These sorts of emails are useful to indicate ongoing worth and progress within the product.
Why they matter: The sort of e-mail is best for B2C SaaS or app-driven companies, the place emails spotlight new options or an improved model for patrons who final engaged with the product.
These emails reveal a model’s understanding of its clients. They inform your viewers that you understand what they like and devour, and also you’ve taken the time to allow them to know you’ve added one thing helpful for them.
4. The Suggestions Request Electronic mail
A suggestions request e-mail is a superb worth driver, used to solicit clients’ opinions or experiences together with your product, serving to manufacturers collect useful insights whereas additionally rising consumer engagement.
Why they matter: Generally, asking your clients what’s going proper or mistaken helps greater than you suppose. You get useful suggestions, and clients really feel heard.
These emails reveal that you just’re prepared to get to know the client, and clients anticipate you to supply hyper-relevant worth based mostly on their suggestions.
5. The Countdown Electronic mail
A countdown e-mail is used to create a way of urgency by highlighting a limited-time provide, deadline, or worth. It’s primarily used to encourage clients to take fast motion earlier than the time runs out.
Why they matter: Emails that generate a way of urgency immediate clients to take quick motion. They nurture the ever-present want to purchase by telling clients they’ve a restricted interval to make up their minds, in alternate for higher advantages.
These emails function an ideal reminder of shoppers’ preliminary curiosity, create FOMO, and nudge them over the road with a reduction.
Actual-Life Re-Engagement Electronic mail Examples to Study From
1. Spotify | Vertical Product Discovery Electronic mail
Supply: https://reallygoodemails.com/emails/your-mood-deserves-its-own-soundtrack
Marketing campaign purpose: Make music discovery easy and tailor-made, driving re-engagement.
This re-engagement e-mail from Spotify sends a customized nudge to get its listeners again on the app. That is doable as a result of the model already is aware of the customers’ listening historical past and makes artist suggestions based mostly on it, in a scrollable, mobile-friendly format.
How this e-mail re-engaged clients so effectively: The e-mail is efficient as a result of it faucets into our temper, reminiscence, and music habits. By serving up acquainted vibes with contemporary options, it sparks curiosity. The vertical, story-like structure retains clients scrolling, whereas clear CTAs, equivalent to “Discover your temper,” make leaping again into the app seamless.
2. Cowboy | Sharing Firm Updates
Supply: https://reallygoodemails.com/emails/designed-in-belgium
Marketing campaign purpose: Keep top-of-mind with clients and softly introduce product pre-orders.
Cowboy, the related electrical bike model, despatched an replace e-mail asserting their transfer to a brand new HQ in France. On the floor, it’s a easy firm replace, however it’s designed to do extra. By tying their transfer to a broader narrative of the biking tradition and their mission to empower city riders, the e-mail builds emotional connection and model affinity. It additionally subtly mentions pre-orders, performing as a smooth launch with out a exhausting promote.
How this e-mail re-engaged clients so effectively: Even with out a flashy provide or low cost, this e-mail retains the model related. It humanizes Cowboy by sharing its journey, values, and presence in a brand new market. The smooth point out of pre-orders creates curiosity with out strain, making it really feel extra like being a part of one thing than being offered to. It’s a intelligent mixture of storytelling and refined conversion.
3. Starbucks | Product Reminders
Supply: https://reallygoodemails.com/emails/the-starbucks-you-love-is-ready
Marketing campaign purpose: Win again buyer consideration and reinforce seasonal choices.
Starbucks despatched out a reminder e-mail highlighting what’s new in-store, starting from menu updates to perks like free refills and entry to the condiment bar. It’s not pushing a significant promotion or product drop, only a light nudge to get clients again within the loop and the shop.
How this e-mail re-engaged clients so successfully: Most clients require frequent reminders, and Starbucks is conscious of this. This e-mail serves as a mild reminder, leveraging familiarity and small incentives to re-engage lapsed consideration. By spotlighting the little issues, equivalent to freebies, it reactivates curiosity with out being pushy. Easy, well timed, and efficient.
4. Bubble | Sharing Social Proof
Supply: https://reallygoodemails.com/emails/derms-know-best
Marketing campaign purpose: Construct belief by means of social proof and drive conversions.
Bubble, a skincare model rooted in transparency and group, despatched an e-mail that includes dermatologist-recommended merchandise alongside actual buyer testimonials. The e-mail is clear and easy, showcasing brief quotes about their skincare wins. It faucets into what skincare consumers crave: reassurance, outcomes, and relatable tales.
How this e-mail re-engaged clients so effectively: In terms of skincare, belief is every little thing. By combining professional endorsements with actual buyer experiences, Bubble bridges the hole between curiosity and conversion. The visuals and quotes humanize the model, making it really feel genuine and compelling. It’s an revolutionary, no-fluff format that builds credibility whereas nudging clients to attempt what’s already working for others.
5. Duolingo | A Easy Comply with-Up on Utilization
Supply: https://reallygoodemails.com/emails/these-reminders-dont-seem-to-be-working
Marketing campaign purpose: Re-engage inactive clients by means of humor and personalization.
After a collection of normal reminders didn’t deliver clients again, Duolingo despatched a follow-up e-mail with the topic line: “These reminders don’t appear to be working.” It contains the client’s studying streak standing and a playful nudge that mirrors the model’s witty, self-aware tone.
How this e-mail re-engaged clients so effectively: The e-mail appears like a continuation of Duo’s sassy persona, which clients have come to anticipate throughout channels. That consistency builds belief and retains the model memorable, even when clients should not actively engaged.
6. Marvel | New Launch
Supply: https://reallygoodemails.com/emails/ant-man-and-the-wasp-quantumania-now-in-theatres
Marketing campaign purpose: Drive pleasure and engagement
Marvel despatched a no-frills e-mail asserting a brand new film launch; a crisp, straight-to-the-point replace that one thing new is right here. For a model with an enormous loyal fan base, that’s all it takes—the e-mail banks on anticipation and the ability of a well-loved cinematic universe.
How this e-mail re-engaged clients so effectively: When your viewers is deeply invested, data is the provide. Marvel didn’t want to decorate it up; simply letting followers know what’s dropping was sufficient to spark clicks and conversations. The simplicity provides to the influence, making it really feel like an unique heads-up somewhat than a advertising push.
7. Grammarly | Including Personalization
Supply: https://reallygoodemails.com/emails/you-used-numerous-new-words-last-week
Marketing campaign purpose: Use personalization to construct a long-term connection.
Grammarly sends a data-backed e-mail to clients highlighting their progress, together with the variety of phrases written, productiveness ranges, and language mastery. It’s not about promoting a function or pushing an improve; it’s about displaying clients how far they’ve include the product. A refined solution to remind them of the worth they’re getting.
How this e-mail re-engaged clients so effectively: It faucets into a robust emotion — the need for private development. By turning utilization stats right into a feel-good reflection second, Grammarly strengthens buyer attachment. This sort of personalised recap helps the model keep related even when clients aren’t actively enthusiastic about it, which is critical when it’s time to resume or improve their Grammarly plan.
8. Headspace | Free Trial for Hesitant Prospects
Supply: https://reallygoodemails.com/emails/start-your-journey-with-14-days-free
Marketing campaign purpose: Nudge hesitant clients with a low-friction entry level
Headspace sends a 14-day free trial e-mail to clients who’ve proven curiosity however haven’t transformed. The copy is straightforward, simple, and benefit-led, mirroring the model’s calm, clutter-free aesthetic. No exhausting promote, only a light invitation to attempt mindfulness on their phrases.
How this e-mail re-engaged clients so effectively: It removes the strain and makes the choice to return again really feel simple. For patrons on the fence, a free trial backed by clear design and clear worth is the right push. The marketing campaign displays the product expertise itself: calm, useful, and low-effort. A well-aligned transfer that invitations motion with out noise.
9. McDonald’s | Reward Factors Too Onerous to Resist
Supply: https://reallygoodemails.com/emails/you-earned-329-points-toward-free-food
Marketing campaign purpose: Drive conversions by means of a transparent, no-fluff low cost provide.
McDonald’s would categorize its clients as loyal, frequent, occasional, or unintended. They’d know what number of meals a possible occasional eater would flip right into a frequent, and additional, a loyalist.
So, a transparent provide selling clients’ earned free meals and factors, ‘a possible perceived reward or unique profit’ is a superb means to deliver anybody again. With out overwhelming the reader, McDonald’s subtly highlights the worth within the provide.
How this e-mail re-engaged clients so effectively: Readability sells. McDonald’s avoids gimmicks and pointless build-up, focusing as a substitute on delivering worth immediately. The design is minimal, the message is targeted, and the decision to motion is unmissable. It respects the reader’s time whereas nonetheless nudging them towards the sale.
10. The Streamable | Providing Unique Perks
Supply: https://reallygoodemails.com/emails/these-are-all-the-deals-for-national-streaming-day
Marketing campaign purpose: Enhance engagement and construct belief by providing worth
For Nationwide Streaming Day, Streamable sends an e-mail highlighting one of the best streaming offers from prime platforms, together with Netflix, Hulu, and Disney+. The e-mail offers an in depth overview of each provide, explaining how clients can declare them. It’s considerate, well-timed, and surprisingly beneficiant coming from a model that isn’t the one providing the reductions.
How this e-mail re-engaged clients so effectively: It flips the script. By spotlighting others, Streamable earns belief and positions itself as a useful insider somewhat than a tough vendor. It’s a wise hijack of a topical second, wrapped in a utility-first format.
Learn how to Create Attractive Re-Engagement Emails That Prospects Love
With the above examples, are you satisfied now that re-engagement emails are a robust technique to encourage disengaged clients to take motion? Good. Right here’s how one can nail them to a T:
1. Personalize Emails
Personalised emails see a 26% improve in open charges, making it a precedence in e-mail advertising. We advocate going deeper than simply the primary title and tailoring content material based mostly on habits, actions, buy historical past, preferences, and different related elements.
When clients really feel that the e-mail is immediately addressing them, they’re extra prone to click on, discover, and make a purchase order.
2. A/B Testing
Out of your topic line to the picture in your e-mail, every little thing have to be A/B examined for one of the best end result. Manufacturers can use predictive evaluation to craft e-mail variations which can be prone to carry out effectively; they’ll additionally discover content material optimization by means of instructed enhancements, optimizing for elements equivalent to time, topic strains, CTAs, and extra.
3. Make Them Responsive
As a result of clients view content material on a number of units—smartphones, laptops, and tablets—it’s important that your content material adapts accordingly. With 59% of millennials utilizing their cellphones to verify emails, optimizing for cellular is essential. Be constant throughout units for a greater expertise and a stronger model picture.
4. Discover Automation
Electronic mail automation allows you to attain clients when they’re most receptive, thereby circumventing delays, pointless repetition, and monotony. Always refine your e-mail automation technique throughout the client lifecycle, significantly throughout win-back campaigns.
5. AI Integration
AI-driven e-mail advertising yields a 13% improve in click-through charges and a 41% rise in income, demonstrating the transformative influence of AI on marketing campaign efficiency.
Right now, manufacturers are using AI to realize hyper-personalization at scale, construct predictive segments with a probability of motion, generate dynamic content material, and predict buyer actions equivalent to engagement or churn. Using it is likely one of the e-mail advertising greatest practices to reinforce your e-mail advertising and make it extra genuine and on-brand.
Use MoEngage to Win Again Prospects with Re-Engagement Emails
Re-engagement emails aren’t only a last-ditch effort; they’re the place your journey of direct communication with the client begins. With the correct technique and instruments, you’ll be able to ship personalised, well timed emails that flip silence into clicks and conversions.
MoEngage’s all-in-one e-mail platform helps automate, personalize, and optimize re-engagement emails throughout the client lifecycle. Able to see it in motion? Attempt our demo in the present day.
