Re-engagement Campaign
A re-engagement campaign (or win-back campaign) is a targeted series of emails sent to inactive subscribers to encourage them to start engaging with your content again.
What Is Re-engagement Campaign?
Re-engagement campaigns identify subscribers who haven't opened or clicked your emails in a defined period (typically 30-90 days) and send them a sequence designed to rekindle interest. These campaigns typically include a 'we miss you' message, a showcase of best recent content they've missed, a special offer or exclusive content, and finally a 'last chance' email warning that they'll be removed if they don't re-engage. Re-engagement campaigns typically recover 5-15% of inactive subscribers. Those who don't respond should be removed from your list to maintain list health and deliverability.
Why It Matters for Newsletters
Inactive subscribers drag down your engagement metrics, hurt your sender reputation, and waste sending resources. Re-engagement campaigns give you a structured way to either win them back or identify who should be removed. It's more efficient to re-engage an existing subscriber than to acquire a new one.
Best Practices
- Define 'inactive' clearly — 60-90 days without opens or clicks is a common threshold
- Lead with value — remind them why they subscribed and what they're missing
- Use a different subject line style than your regular newsletters to stand out
- Include a clear deadline — 'we'll remove you in 7 days unless you click'
- Actually remove non-responders — don't keep sending to permanently inactive addresses
How Aldus Handles This
Aldus includes built-in re-engagement campaigns powered by AI. The platform automatically identifies at-risk subscribers and sends personalised win-back messages. The AI crafts contextual re-engagement content based on each subscriber's past reading behaviour.