How to Write a Re-engagement Email

When it’s effective, email marketing means engaging with your audience in a way that increases brand awareness, sales, customer retention, etc. However, many variables determine the success of email marketing (market trends, demographic, even quality of leads), and sometimes a re-engagement email – where an email is sent with the purpose of getting an inactive subscriber to re-engage with you –  becomes necessary. 

Thus, you don’t want to write a poor one and risk further alienating such subscribers so here are 4 tips for writing an effective re-engagement email. 


Personalization has been proven to be a powerful way to connect with consumers, even in digital marketing efforts. People respond to being recognized and you want that to be evident in your re-engagement email as subscribers may feel valued enough to re-engage.  

Besides making sure to include recipients’ names throughout, another great way to personalize is by offering tailored incentives such as a discount on a product that they’ve previously shown interest in or a free trial on a new service that aligns with their past preferences. 

It’s also a good idea to segment your email list based on behavior and preferences like past purchases, and engagement rates. 

Optimize Your Call to Action

The CTA is vital in any email and in one with the purpose of re-engagement, it’s critical.

First, you want it to be clear and active with no room for passive interpretations. Then, your CTA should convey urgency in a way that incentivizes your audience – “Limited time offer”, or “Only a few days left”. Keep in mind that your CTA should remain simple while incorporating these elements as a complicated CTA is counter-productive.  

It’s also a good idea to test out different ones- language, design, placement – for better optimization. 

Consider Creative Visuals

One of the first things an email has to do is capture attention and one of the most effective ways to do that is by incorporating creative visuals before you hit send.  

For example, graphics and icons can break up text in a way that makes things visually interesting while highlighting key parts and high-quality images often makes your products or services more appealing.  Even videos can be used to convey your messages more engagingly. 

Keep in mind that any visuals you use should be consistent with your brand’s visual identity to reinforce brand recognition.  

Use Social Proof  

Social proof as a psychological concept is often used as a marketing technique and luckily it’s applicable here as well in many different ways. 

You can include testimonials from satisfied clients, highlight impressive figures (Join over 50,000 subscribers!), and showcase awards or recognitions. You can even use user-generated content(UGC) like reviews from happy customers. 

A successful email marketing campaign takes time, testing, and sometimes even re-engagement. As long as you stick to effective practices like personalization, using a compelling CTA, creative visuals, and social proof,  you should see results.  In the end, your efforts won’t go to waste because you’ll be able to secure more leads and regular customers using this strategy.


Chadney is a journalist, the author of several books and the former editor of Cosmopotrist Magazine. She has also written for a variety of high-profile publications. Helen is the co-founder of The Writing Salon, which aims to help writers of all levels achieve their goals.

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