Your email list might be big, but let’s be honest, how many of those subscribers are actually paying attention? Every list has “silent subscribers.” They signed up at some point, maybe even engaged for a while, but over time, life happened. Their inbox got crowded. They forgot why they joined. They stopped opening.
And here’s the thing: sending emails to people who don’t care anymore isn’t just pointless, It can hurt your deliverability and brand reputation. That’s where a re-engagement strategy comes in.
Why re-engagement matters
Re-engagement isn’t about clinging to every last subscriber. It’s about identifying who still has potential interest and giving them a chance to lean back in. The benefits are twofold:
- Improved deliverability. Inbox providers notice when you’re sending to inactive addresses. Too many, and you risk the spam folder. Re-engaging (or removing) unengaged contacts keeps your sender reputation healthy.
- Cost efficiency. Most email platforms charge based on list size. Why pay for subscribers who haven’t opened in a year?
- Better insights. Re-engagement campaigns can help you understand what your audience wants now, not just what they wanted when they signed up.
- Revenue recovery. Sometimes a nudge is all it takes for a subscriber to start buying again.
The process: how to re-engage subscribers
Think of re-engagement as a reset button for your relationship with subscribers. Here’s a simple process that works:
- Identify your inactive audience
Define what “inactive” means for your brand. Is it 3 months without opening? 6 months without clicking? Start with a clear cutoff so you know who to target.
- Segment and personalise
Don’t just blast the same “we miss you” email to everyone. Segment by how long they’ve been inactive or what they’ve shown interest in before. Tailored content feels more genuine.
- Craft a strong message
Your re-engagement email should do one of three things:
- Remind them of the value you bring.
- Offer them something new (exclusive content, a discount, early access).
- Ask if they still want to hear from you (permission-based re-engagement can be powerful).
- Test and iterate
Try different subject lines, tones, and offers. A playful “Is this goodbye?” might work for one audience, while another prefers a simple “Still want to hear from us?”
- Know when to let go
Not everyone will come back, and that’s okay. After a few attempts, remove inactive subscribers from your list. This final step is actually what protects your deliverability long-term.
The upside of doing it right
A thoughtful re-engagement strategy means you’re focusing on quality over quantity. You’ll keep your email list lean, active, and profitable, while also showing respect for your subscribers’ inboxes.
How TouchBasePro can help
If you’re not sure where to start or if you’d rather have experts guide you, our team at TouchBasePro can help you design and implement a re-engagement strategy that fits your brand. From list segmentation to campaign design and deliverability best practices, we’ll make sure your emails land where they should: in front of the people who still want to hear from you.
