September 22, 2021

How to Re-engage inactive customers through Email Marketing campaigns

Written by:
Kaustubh Parate

As an online business owner or entrepreneur, you need to send emails to hundreds and thousands of people. Most of them open your email and you get a good response from them. But we also know that there are a lot of people who don’t open email and eventually lose contact with the company. With so much competition in the business, it’s getting hard to get the attention of the customers which results in decreased interest, and later they just stop engaging in your emails. Initially, it might not look very concerning, but as the list of inactive customers increases, it poses a threat to your business as you keep spending your resources and a huge chunk of your customers are not even looking at it. Also, it’s an amazing opportunity for you to bring them back to your business which will give you greater returns and increase profit. 


How to address this issue?


Once you determine and create a list of inactive users (Email marketing tool automatically does this for you), you need to plan a re engagement campaign only targeting such users. Moreover, you should make such a campaign a routine as you'll always be having a new list of inactive users in hand. It will not only make you reach out to those who have forgotten your company, but it will act as a new revenue stream for your company. If re-engagement campaigns are implemented well, it will reduce your attrition rate and increase the engagement exponentially. Don't get surprised if we tell you that the cost of reactivating an old user is very less than the cost of acquiring a new one. So, now you know a treasure is about to get found. In this article we will tell you

  • Why you should start re-engaging with the inactive customers
  • How to determine and filter inactive customers
  • Tips for how to write re-engagement emails



Why you should start re-engaging with the inactive customers


When a new customer signs up for your emails, they remember you as a company and also anticipates your incoming emails. But as the time passes, your impression as a company diminishes and with every new email, customer's attention to your email decreases. Later, some of them becomes completely inactive, reason being:

  • They lose interest in your products, services and newsletters
  • They didn't find your offerings beneficial for them
  • Company’s inability to convey the value of their offerings
  • They find better alternative for your products/services

As we already discussed, the cost of acquiring new customers is higher than that of reactivating the old one. So you should also consider reactivating the old customers through email marketing campaigns, that too with very less cost.


How to determine and filter inactive customers


The customers who have not opened or interacted with your emails in the last 2-3 months can be categorized as inactive customers. Although it completely depends upon you and your business, You can customize and change the months depending upon your business world. 

But the most common method to identify inactive users is tracking how many customers have not opened email in the last ----- months. Also you may track for how much time they have been inactive, check their click through rate for the emails that have been sent in the last few months. 

But you don't have to worry about these things, your email marketing tool/software does this job and then you get a list of inactive users, depending on the algorithm you have set.

Remember it is very crucial to make a separate list of such inactive users and start a re-engagement campaign for only such users. Because if you start sending re-engagement emails to every user, then regular users will get annoyed. 


Tips for how to write Re-engagement emails


  1. Give reason to customers why they should join

Simply sending re-engagement emails to the inactive customers is not going to work. If you ll just ask them to reconnect without any concrete reason, no customer is going to come back to you. Give reasons to the customer why they should consider re-engaging with you, show them the value of your offerings, explain to them how they are going to be benefited if they stay in contact with you. This could be in the form of new product updates, upcoming discounts and sales, exclusive offers. Also, give your customers incentives to join, you can tell them what rewards they are going to get, for example 50% off on your next purchase, exclusive offer crafted just for them.  


  1. Show that your care about your customers

Convey that you are thankful to your customers for being a part of their business. You can tell them that you have always cared about them and considered them a very valuable asset of their business. You can also send email to the inactive customers on the behalf of the CEO, thanking and motivating them to consider re-engaging. You can also send email showing how your customer care department works, how your company strives to help and assist the queries of the customer. It will boost the confidence of inactive customers. You can even make a video or picture collage of customer care operations to validate your claim.




  1. Add an emotional touch

You can tell them how you are going to miss them if they will unsubscribe from receiving the emails. This message must be send on behalf of CEO or Founder. This is create an emotional impact on the minds of your customer. When they receive message from any authority addressing directly to them, customers feel special and they think they are being valued. It will help reduce your customer attrition rate. Also convey that customers might forget the company, but company will never forget them and they are always welcome to get into touch. 


  1. Ask them if they have any query

Lot of customers don't pay attention to your emails because they might have faced certain issues regarding your product/services which might have caused discomfort to them. This disappoints your customers and it becomes a big reason to unfollow your updates and emails. Some customers are very local about their queries, but they hesitate to directly ask out the questions. If you will encourage them to open up about the problems they have faced, they might just ask you whatever problems they faced leading to unfollowing the emails. Also it will act as a strong foundation to start a new relationship with your old customers.


  1. Don't forget to add CTA if they want to receive fresh emails

After doing all the above efforts and trying your best to get your lost customers back, if you don't give them the option to join them back, all your efforts will go to vain. Moreover it will cause great discomfort to those people who want to rejoin you. They will never think again to join you back. So, don't forget to add a clear call to action so that those who want to opt to join you can do so. Even if customers are not satisfied with the reasons why they should join you, still if they see the CTA then it will trigger the mind of the customer to at least join and then see what new offers and benefits you have got for them. State clearly what benefits they are going to enjoy, what changes you have done into your service since the customer has lost touch with you. Also, play strategically, build the content which specifies the benefits and rewards to join back around the CTA button, there will be a lot of people who will get excited when they read all the benefits and placing CTA nearby will immediately make them join you back. If you write a benefit somewhere else and there is a lot of other content in between, then you are not going to get many subscribers back. So implement this strategy, you will definitely see positive results. 

  1. Make it highly personalized

You can write the email on the name of the customer, call them by their name. It feels like a person is talking to them, not a bot. This creates an impact on the mind of the customers. It makes them feel that your company cares about them. And you genuinely want them to return. You may also write the name of the customer in the subject line so that the probability of that email being opened increases exponentially. Please remember, don't repeat their name more than 2-3 times. Else, it will feel very artificial and wont serve the purpose.

  1. Give them an option to opt-out

Whenever you are sending a re engagement email, don't forget to add an unsubscribe button so that the customer who is not interested will opt out not to receive emails from you. It will make your job easy, your list of inactive customers will reduce and from next time you won't have to send email to such people. Also you can optimize the utilization of your resources. Moreover, it conveys your clear intent that you are not forcing someone to join you back, it makes a very clear picture for customers and simplifies their thought process. Interestingly, lot of people join you back when they see unsubscribe option, it can be termed as Fear of Missing out, but it works in your favour.


As an online business owner or entrepreneur, you need to send emails to hundreds and thousands of people. Most of them open your email and you get a good response from them. But we also know that there are a lot of people who don’t open email and eventually lose contact with the company. With so much competition in the business, it’s getting hard to get the attention of the customers which results in decreased interest, and later they just stop engaging in your emails. Initially, it might not look very concerning, but as the list of inactive customers increases, it poses a threat to your business as you keep spending your resources and a huge chunk of your customers are not even looking at it. Also, it’s an amazing opportunity for you to bring them back to your business which will give you greater returns and increase profit. 


How to address this issue?


Once you determine and create a list of inactive users (Email marketing tool automatically does this for you), you need to plan a re engagement campaign only targeting such users. Moreover, you should make such a campaign a routine as you'll always be having a new list of inactive users in hand. It will not only make you reach out to those who have forgotten your company, but it will act as a new revenue stream for your company. If re-engagement campaigns are implemented well, it will reduce your attrition rate and increase the engagement exponentially. Don't get surprised if we tell you that the cost of reactivating an old user is very less than the cost of acquiring a new one. So, now you know a treasure is about to get found. In this article we will tell you

  • Why you should start re-engaging with the inactive customers
  • How to determine and filter inactive customers
  • Tips for how to write re-engagement emails



Why you should start re-engaging with the inactive customers


When a new customer signs up for your emails, they remember you as a company and also anticipates your incoming emails. But as the time passes, your impression as a company diminishes and with every new email, customer's attention to your email decreases. Later, some of them becomes completely inactive, reason being:

  • They lose interest in your products, services and newsletters
  • They didn't find your offerings beneficial for them
  • Company’s inability to convey the value of their offerings
  • They find better alternative for your products/services

As we already discussed, the cost of acquiring new customers is higher than that of reactivating the old one. So you should also consider reactivating the old customers through email marketing campaigns, that too with very less cost.


How to determine and filter inactive customers


The customers who have not opened or interacted with your emails in the last 2-3 months can be categorized as inactive customers. Although it completely depends upon you and your business, You can customize and change the months depending upon your business world. 

But the most common method to identify inactive users is tracking how many customers have not opened email in the last ----- months. Also you may track for how much time they have been inactive, check their click through rate for the emails that have been sent in the last few months. 

But you don't have to worry about these things, your email marketing tool/software does this job and then you get a list of inactive users, depending on the algorithm you have set.

Remember it is very crucial to make a separate list of such inactive users and start a re-engagement campaign for only such users. Because if you start sending re-engagement emails to every user, then regular users will get annoyed. 


Tips for how to write Re-engagement emails


  1. Give reason to customers why they should join

Simply sending re-engagement emails to the inactive customers is not going to work. If you ll just ask them to reconnect without any concrete reason, no customer is going to come back to you. Give reasons to the customer why they should consider re-engaging with you, show them the value of your offerings, explain to them how they are going to be benefited if they stay in contact with you. This could be in the form of new product updates, upcoming discounts and sales, exclusive offers. Also, give your customers incentives to join, you can tell them what rewards they are going to get, for example 50% off on your next purchase, exclusive offer crafted just for them.  


  1. Show that your care about your customers

Convey that you are thankful to your customers for being a part of their business. You can tell them that you have always cared about them and considered them a very valuable asset of their business. You can also send email to the inactive customers on the behalf of the CEO, thanking and motivating them to consider re-engaging. You can also send email showing how your customer care department works, how your company strives to help and assist the queries of the customer. It will boost the confidence of inactive customers. You can even make a video or picture collage of customer care operations to validate your claim.




  1. Add an emotional touch

You can tell them how you are going to miss them if they will unsubscribe from receiving the emails. This message must be send on behalf of CEO or Founder. This is create an emotional impact on the minds of your customer. When they receive message from any authority addressing directly to them, customers feel special and they think they are being valued. It will help reduce your customer attrition rate. Also convey that customers might forget the company, but company will never forget them and they are always welcome to get into touch. 


  1. Ask them if they have any query

Lot of customers don't pay attention to your emails because they might have faced certain issues regarding your product/services which might have caused discomfort to them. This disappoints your customers and it becomes a big reason to unfollow your updates and emails. Some customers are very local about their queries, but they hesitate to directly ask out the questions. If you will encourage them to open up about the problems they have faced, they might just ask you whatever problems they faced leading to unfollowing the emails. Also it will act as a strong foundation to start a new relationship with your old customers.


  1. Don't forget to add CTA if they want to receive fresh emails

After doing all the above efforts and trying your best to get your lost customers back, if you don't give them the option to join them back, all your efforts will go to vain. Moreover it will cause great discomfort to those people who want to rejoin you. They will never think again to join you back. So, don't forget to add a clear call to action so that those who want to opt to join you can do so. Even if customers are not satisfied with the reasons why they should join you, still if they see the CTA then it will trigger the mind of the customer to at least join and then see what new offers and benefits you have got for them. State clearly what benefits they are going to enjoy, what changes you have done into your service since the customer has lost touch with you. Also, play strategically, build the content which specifies the benefits and rewards to join back around the CTA button, there will be a lot of people who will get excited when they read all the benefits and placing CTA nearby will immediately make them join you back. If you write a benefit somewhere else and there is a lot of other content in between, then you are not going to get many subscribers back. So implement this strategy, you will definitely see positive results. 

  1. Make it highly personalized

You can write the email on the name of the customer, call them by their name. It feels like a person is talking to them, not a bot. This creates an impact on the mind of the customers. It makes them feel that your company cares about them. And you genuinely want them to return. You may also write the name of the customer in the subject line so that the probability of that email being opened increases exponentially. Please remember, don't repeat their name more than 2-3 times. Else, it will feel very artificial and wont serve the purpose.

  1. Give them an option to opt-out

Whenever you are sending a re engagement email, don't forget to add an unsubscribe button so that the customer who is not interested will opt out not to receive emails from you. It will make your job easy, your list of inactive customers will reduce and from next time you won't have to send email to such people. Also you can optimize the utilization of your resources. Moreover, it conveys your clear intent that you are not forcing someone to join you back, it makes a very clear picture for customers and simplifies their thought process. Interestingly, lot of people join you back when they see unsubscribe option, it can be termed as Fear of Missing out, but it works in your favour.


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