Re-engagement Sequence for Email Marketers Email Guide
Why Re-engagement Sequence Emails Fail for Email Marketers (And How to Fix Them)
Your carefully crafted welcome sequence just finished, and then... Silence.
Many email marketers face the frustration of subscribers who open a few emails, then vanish from engagement, impacting overall campaign results and list health. A re-engagement sequence isn't about nagging, it's about reigniting a connection, reminding them of the value you offer, and cleaning your list for better deliverability and more accurate metrics.
The email templates below are designed to bring those subscribers back into the fold, or gracefully let them go, improving your overall list health and campaign performance.
The Complete 4-Email Re-engagement Sequence for Email Marketers
As an email marketer, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Miss You
Acknowledge the silence and show you care
Hi [First Name],
It's been a little while since we last heard from you. Your inbox has probably seen a lot of emails come and go, and maybe ours just got lost in the mix.
But we noticed you haven't been engaging with our recent content about improving email campaigns and improving client solutions. We genuinely value your presence in our community of email marketers.
We're always working to provide insights, strategies, and solutions to help you achieve better results. Is there anything specific you're looking for that we haven't covered lately?
We'd love to hear from you.
Best, [YOUR NAME]
This email uses the principle of 'psychological ownership' and 'empathy.' By acknowledging their absence without blame, you show you care about their presence. The gentle inquiry opens a dialogue, making the recipient feel seen and valued, increasing the likelihood of a response or renewed engagement.
The Value Reminder
Remind them why they subscribed
Hi [First Name],
When you first subscribed, you were probably looking for ways to improve open rates, get more clients for your services, or simplify your CRM. Since then, we've shared valuable insights on advanced segmentation tactics, crafting compelling calls to action, and integrating email with scheduling software.
You might have missed some of our best advice. For example, our recent guide on A/B testing subject lines provided a simple framework that many email marketers found immediately useful for boosting their campaign results.
Don't let valuable strategies slip by. We're here to help you get the most out of your email marketing efforts.
Best, [YOUR NAME]
This email uses 'loss aversion' and 'reciprocity.' By reminding them of the initial motivation for subscribing and highlighting what they might have missed, it creates a subtle fear of missing out. Recalling past value primes them to re-engage, as they remember the benefits they once sought.
The Survey
Ask what they actually want from you
Hi [First Name],
We haven't heard from you in a while, and we want to make sure the emails you receive from us are truly helpful. Your needs as an email marketer are unique, focused on client acquisition, campaign optimization, or finding better solutions for your email marketing tools. We're constantly refining our content to address the real challenges you face. A quick answer to this question would help us immensely: What's the biggest email marketing challenge you're facing right now? [LINK TO A SIMPLE SURVEY/REPLY TO EMAIL] Thanks for helping us serve you better.
Best, [YOUR NAME]
This email employs 'perceived control' and 'feedback loops.' By asking for their input, you give subscribers a sense of agency and show that their opinion matters. This personalizes the experience and makes them feel heard, increasing the likelihood of re-engagement or providing valuable data for future content.
The Breakup
Give a final chance before removing them
Hi [First Name],
It looks like we haven't connected in a while. We understand that inboxes can get crowded, and priorities shift.
We believe in sending valuable content to engaged email marketers who truly want to receive it. And right now, it seems like our emails might not be hitting the mark for you.
If you'd like to continue receiving our insights on email marketing strategies, client solutions, and the latest in email marketing tools, simply click here to confirm your subscription: [LINK TO RECONFIRM] If we don't hear from you by [DATE, e.g., next Friday], we'll assume you're no longer interested and will remove you from our list. No hard feelings, of course.
Best, [YOUR NAME]
This email uses 'scarcity' and 'choice architecture.' By setting a clear deadline and presenting a binary choice (stay or go), you create urgency. This approach respects the subscriber's time and choice, while also cleaning your list of unengaged contacts, which improves deliverability and overall list health.
4 Re-engagement Sequence Mistakes Email Marketers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Sending generic emails without segmenting their audience by engagement level. | Proactively segment your list based on open rates, click-throughs, and purchase history to tailor re-engagement messages. |
✕ Assuming a lack of engagement means disinterest without trying to understand why. | Use a survey or a direct question in your re-engagement sequence to gather feedback on what content they actually want. |
✕ Neglecting to clean unengaged subscribers from their list, leading to poor deliverability and inflated metrics. | Implement a clear 'breakup' email as the final step in your re-engagement sequence, giving subscribers a last chance to opt-in before removal. |
✕ Focusing solely on selling in every email, even to disengaged subscribers. | Lead with value, empathy, and a genuine desire to help solve their problems as email marketers, before any soft pitch. |
Re-engagement Sequence Timing Guide for Email Marketers
When you send matters as much as what you send.
The Miss You
Acknowledge the silence and show you care
The Value Reminder
Remind them why they subscribed
The Survey
Ask what they actually want from you
The Breakup
Give a final chance before removing them
Use after 30-90 days of no opens or clicks.
Customize Re-engagement Sequence for Your Email Marketer Specialty
Adapt these templates for your specific industry.
Campaign Specialists
- Focus re-engagement on advanced A/B testing techniques, new campaign features in popular email marketing tools, and improving campaign funnels for specific client results.
- Highlight case studies of successful campaign turnarounds or new campaign structures.
- Offer exclusive access to a 'campaign insights' webinar or a checklist for pre-launch campaign audits.
Automation Specialists
- Emphasize the latest in CRM integration for email flows, conditional logic in automation sequences, and time-saving solutions for automated client reporting.
- Share tips for troubleshooting complex automation workflows or building branching logic for diverse customer journeys.
- Provide templates for common automation sequences (e.g., onboarding, lead nurturing) that can be easily customized.
Deliverability Experts
- Discuss new ISP rules, authentication best practices (DMARC, SPF, DKIM), and strategies for managing sender reputation across different email marketing tools.
- Offer insights into interpreting bounce reports, identifying spam trap hits, and avoiding common pitfalls that impact inbox placement.
- Host a Q&A session on specific deliverability challenges or provide a 'deliverability audit' checklist.
Strategy Consultants
- Address high-level topics like developing long-term email marketing roadmaps for clients, integrating email with broader business strategies, and measuring ROI beyond basic metrics.
- Share frameworks for client discovery calls focusing on email strategy or methods for communicating complex email solutions simply.
- Provide resources on pitching advanced email marketing services or scaling their consulting practice through effective email communication.
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