A well-designed re-engagement campaign, run before the list hygiene process covered elsewhere, gives dormant subscribers a genuine opportunity to reconnect before being removed from an active list.
A generic 'we miss you' email rarely moves a genuinely dormant subscriber — a specific update, a direct yes-or-no question about continuing to hear from you, or a genuinely valuable offer gives them an actual reason to act rather than just delete another email.
This varies by your typical send frequency, but generally a subscriber who has not opened or clicked in several months, relative to your typical sending cadence, is a reasonable dormancy threshold.
This can help, though a genuine content or relevance-based reason to re-engage often performs comparably well without the margin cost of a discount.
Per our list hygiene guide, removing them from active sending is generally the appropriate next step, protecting overall deliverability.
If you want help designing an effective re-engagement campaign for your list, talk to our team.
Give dormant subscribers a genuine, specific reason to re-engage (a real update, a direct question, a meaningful incentive) rather than a generic 'we miss you' message — specificity consistently outperforms generic re-engagement messaging.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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