Keeping your email subscribers engaged can be a difficult task, are you experimenting with different subject lines, content, and send times and still not receiving high engagement? This could be an opportunity to look at your re-engagement strategy and prevent further inactivity and unsubscribes.

A re-engagement campaign can be an effective way to establish what your subscribers want and if they are still interested in hearing from your brand.

Re-engagement emails play an important role in the email lifecycle, unsubscribes are often regarded as a negative action but can also be a good opportunity to clean up your email list.

This can be a great way to enhance your email deliverability, increase inbox placement rates, and prevent any negative metrics.

Remembering to show your subscribers that you recognise them as individuals can go a long way.

Remind them why they signed up to your brand, use key data insights available, and return the value.

According to Invesp , the probability of selling to an existing customer is 60-70%, while the probability of selling to a new prospect is 5-20%.

Earning new customers can be expensive, so putting a greater focus on customer retention can be an easier and cheaper way to drive purchase.

Increasing the relationships with existing subscribers will also ensure your brand is front of mind, and engaged, loyal customers are always likely to spend more.

So what do re-engagement emails look like and how can you put them into practice? To get you inspired, our friends at Really Good Emails have shared with us a few great ways which different brands have approached their re-engagement emails.

Take a look at the below examples which demonstrate how these emails can strengthen the brand to subscriber relationship.

1. InVision SL:

Learn how to work remote with Freehand ✅ InVision know their audience, aimed at businesses and theming around collaboration makes it insightful and relevant.

✅ Extra added value from the secondary additional tips and blog post modules.

2. Thumbtack SL:

Why hiring a tax pro is worth it ✅ Nicely structured design using a numbered list makes it easy to follow the content down the page.

✅ Clear CTA’s.

✅ Clever copy eluding to the simplicity and benefits.

Rather than pushing a sales message they want subscribers to know what added value they’ll be getting.

3. Peloton SL:

Healthy Breakfast Options, Stretches to Make an Effective Workout, and 7 Wellness Apps ✅ Peleton use data to ensure subscribers are seeing content most useful to them.

Engaging people with interesting blog posts, and links to social.

✅ Consistent designs through the use of an email design system.

Ensuring all email comms are succinct and clear.

4. ReelGood SL:

We think you’ll like this… and this… and this… ✅ Clever use of data - Offering show recommendations to subscribers ✅ Clear CTA’s directing customers to their site ✅ Nice subject line! 5.

Momentist SL:

Taking Portraits 101 ✅ This email is full of valuable content through hints and tips for aspiring photographers.

Demonstrating they know their audience, and the content they are looking for.

✅ Multichannel campaign works well pulling in social feeds and hashtags.

It’s important to remember that re-engagement campaigns can be an effective way to get your customers back on side.

Value these subscribers and use them as an opportunity to experiment with new content, techniques, and tactics.

They have opted in to receive your emails for a reason, so see how you can win them back and re-establish a valuable relationship.

Bex Highfield Marketing Strategist