4 Emails You Can Use to Re-Engagement Inactive Contacts

Every small business wants to grow and maintain its contact list, but what do you do about contacts that don’t seem interested in your emails anymore?

When contacts go from clicking through your emails to ignoring them, it’s time to wake up these dormant contacts through re-engagement emails. A re-engagement email campaign is designed to lure those once-interested customers back into your sales fold.

Recently, Juvlon hosted a webinar on this very topic. Lisa Furgison, an email marketing specialist, walked small business owners through the basics of a re-engagement campaign. You can listen to the webinar below, or keep reading to learn more.

What is a re-engagement campaign?
A re-engagement campaign is an email marketing tool designed to wake up sleepy contacts.

Why is a re-engagement email campaign important?
Digging up new clients and customers is tough to do. It’s easier to re-activate former customers than it is to find replacements. Plus, sending a few emails to this segment of your list doesn’t require a lot of time or money. It’s a cost effective way to bring customers back to your business.

How do you re-activate customers through email?
To launch a re-engagement campaign, you’re going to create and send a series of emails. We’ll go over four emails that are designed to re-engage contacts. You can send all of them, or try just a few.

‘We Miss You’ Incentive
One of the easiest ways to re-engage inactive customers is to offer them a deal that they can’t refuse. Take a look at the example below.


With a simple, “We Miss You” heading, this email offers customers 15 percent off their next purchase. Consider offering a similar incentive. You could also offer a gift with purchase, a free consultation or a discounted rate on an upcoming webinar. Think of an incentive that applies to your business.

Improvement email
If your business is going through changes or upgrades, your customers will notice. This transition could be one of the reasons why your clients have strayed. Once changes are complete, tell your customers how they will benefit. Take a look at the example below.


This email from a home-improvement store tells customers about a recent upgrade. Notice the call to action. It gives a recipient the chance to learn more about the new program. If your business has made changes, explain what they are in an email, and be sure to highlight the benefits.

Email preference update
It’s possible that customers have lost interest in your emails because they are getting too many, or too few, emails from your company. If you send too many emails, recipients feel overwhelmed and ignore them. If you don’t send enough emails, recipients can forget about your business and consider your emails irrelevant. Either way, it’s a problem you need to fix.

Send an email asking your contacts to update their email preferences and adjust your email frequency accordingly. Watch your metrics too. Here’s an example email to reference:


To learn more about your customers, it’s a good idea to send a survey. You can send this survey to your entire list, not just the inactive members, to understand what kind of email content your customers want.

The email should tell your customers that you’re looking to improve and include a link to a short survey. You can create a short survey (4-5 questions) using a site like SurveyMonkey, and use that information to dictate the kind of emails that you send out in the future. Here’s an example of a survey email:


Here is the link to watch the recorded session of the webinar ‘How to re-engage your email contacts‘.

How does your small business re-engage its contacts? Share your thoughts in the comment section below.


About the Author:
Lisa Furgison is a freelance journalist and co-owner of a media company, McEwen’s Media. Find her on Twitter @lfurgison.