If your email list were a party, dormant subscribers would be the ones who RSVP’d six months ago and never showed up.
It happens. But here’s the thing: dormant subscribers aren’t dead subscribers. They’re untapped opportunities.
Why you should re-engage dormant subscribers
Before we talk tactics, let’s talk value.
1. They’re cheaper than new leads
Warming up a dormant subscriber is often easier and cheaper than acquiring a new one. They already raised their hand at some point.
2. They boost your metrics
If they open again, your engagement rates go up. Better engagement = better inbox placement. It’s a virtuous cycle.
3. It protects your reputation
Inactive subscribers can actually hurt deliverability by signalling to inbox providers that your content isn’t worth engaging with. Re-engaging or removing them improves list health.
4. You might surprise yourself
People change jobs, interests, priorities… sometimes a nudge is all it takes to bring them back.
Who counts as “dormant”?
TouchBasePro creates engagement segments for you based on your subscribers’ activity. Below are the types of segments that show you when a subscriber is inactive:
- Unengaged: Subscriber last opened or clicked between 90 and 180 days ago
- Dormant: Subscriber last opened or clicked between 180 days and 12 months ago
- Zombies: Subscriber last opened or clicked more than 12 months ago
- Ghosts: Subscriber never opened or clicked any email, 12 months or more since the first email was sent
Re-engagement strategies that work (and why)
Re-engagement isn’t a single email — it’s a mini campaign.
1. The gentle reminder
Goal: Get them to notice you again.
Tone: Friendly, curious, low pressure.
Example:
“Hey [first name], we haven’t heard from you in a while. Still want to hear from us?”
This isn’t a hard sell, it’s a soft hello.
2. The value refresh
Goal: Remind them why they subscribed.
Tone: Helpful, valuable.
Example:
- “Here’s what you’ve missed (and why it was worth reading)”
- “Top 5 emails you might like, curated for you”
This puts value front and centre.
3. The incentive nudge
Goal: Give them a reason to re-engage now.
Tone: Playful, enticing.
Example:
- “Open this for a surprise.”
- “We’ve saved something just for you.”
This can be a discount, a guide, a free resource, just make it relevant.
4. The preference update
Goal: Reset expectations and interests.
Tone: Respectful and user-centric.
Ask:
- “What do you actually want to hear about?”
- “Pick the topics that matter to you.”
These surveys improve future engagement.
5. The goodbye email
Goal: Clean the list when nothing else works.
Tone: Kind, final, optional.
Example:
“We haven’t seen you in a while. If you still want great emails, click here. If not, we’ll say goodbye (no hard feelings!).”
This can actually boost engagement; people appreciate closure.
Timing & cadence tips
Don’t just blast one message and call it a day.
Suggested flow:
- Day 0: Gentle reminder
- Day 3–5: Value refresh
- Day 7–10: Incentive nudge or preference update
- Day 14: Goodbye email
Adjust based on your brand, audience, and send frequency.
How to measure success
These days opens aren’t the most reliable metric. Here are some metrics you can use to help you monitor overall success:
- Re-engagement rates (opens from dormant segment)
- Click-through rates
- Conversion rates from this segment
- Subscriber churn (before vs after)
- Inbox placement improvements
If a re-engagement campaign spikes engagement and boosts send health, it’s paying dividends.
Learn when to let go
Not everyone will come back, and that’s okay.
If a subscriber doesn’t engage after:
- Your full re-engagement series
- Preference update attempts
- A final nudge
Then it’s time to prune. Letting them go improves:
- Deliverability
- Engagement rates
- Your sender reputation
Bottom line:
Re-engagement isn’t just about resurrecting old subscribers.
It’s about:
- Respecting your audience
- Cleaning your list
- Maximising your sending power
Treat dormant subscribers as opportunities, not dead weight.
