Quick Tips Video: What to Write in a Re-Engagement Email

Before you can remove inactive subscribers from your list, you should send them a re-engagement email to see if they want to stay. Watch the latest Quick Tips to learn what to write in your email.

With the new year quickly approaching, it’s the perfect time to review your overall email marketing strategy and make plans for a fresh start come January 1.

And what better place to start than with your subscriber list?


Cleaning up inactive subscribers from your email list is an easy way to set yourself up for success for the new year. It ensures that you’re emailing the people who want to hear from you, and it’ll help improve your overall engagement.

To find out if your subscribers want to remain on your list, you’ll need to send them a re-engagement email. Watch the latest episode of Quick Tips to find out what you should include in your message:

Here’s the transcript in case you missed anything in the video:

M: Hi, welcome back to another episode of Quick Tips. I’m Monica.

O: And I’m Olivia. As yet another awesome year comes to an end, I can’t help but look back and feel a bit nostalgic.

M: Me too. But you know, I’m excited for the new year; starting fresh with a clean slate.

O: As you’re wrapping things up for 2015 and getting your plans together for next year, there’s one thing that comes to mind that could probably use a little refresh: your email list.

M: Now don’t get us wrong; a growing email list is great. But as your subscribers increase, you might notice that your open rates aren’t looking so hot.

O: This might occur for a few reasons. Usually, it’s a sign that you have a high number of inactive people on your list.

M: We refer to inactive subscribers as those who haven’t opened a single email in the last 6 months. Since the key to a healthy email list is regular maintenance, removing inactives is one way to boost email performance.

O: But you shouldn’t just delete them and say sayonara. First, you’ll want to send them a re-engagement email to give them a chance to stay on your list.

M: So what do you write in your email?

O: Let’s break it down piece by piece, starting with the subject line.

M: Your subject line should get right to the point. In a recent re-engagement email we sent to our inactive subscribers on our blog list, the subject line read: “Do you still want to receive our emails?”

O: It seems like an obvious choice, and that’s the point. A simple, direct headline is all you need.

M: The same can also be said for the main content of your email too.

O: In your email message, avoid fluff and be direct about why you’re emailing them. Tell subscribers that you’re reaching out because you want to make sure they still want your emails.

M: This is also a good time to repeat the value of your emails. Whether you send blog post updates, company news, event announcements, or promotional emails, remind subscribers what they’ll miss out on if they unsubscribe.

O: Once you’ve taken care of those content must-haves, it’s time to write a clear call to action. To make it easy for subscribers, we recommend including only one call to action.

M: Check out our re-engagement email to our blog list – notice the CTA specifically tells them that by clicking the button, it will ensure they remain on our email list. Think of it as a way to re-confirm their commitment to our email list.  

O: You’ll also notice copy below the CTA that states they will be automatically removed from the list if they don’t click the link in 7 days. This eases the subscriber’s fear of what will happen if they don’t click the button. It also gives you a timeline for when to remove subscribers who no longer want to be on your list.

M: And that’s all you need for your re-engagement email! Simple, right?

O: Now for your Quick Task: As you gear up for 2016, take a look at your subscriber list to see how many are considered inactive. Write a re-engagement email and start cleaning your list so you have a fresh start for the new year.

M: That’s it for today! If you have any questions, feel free to leave a comment below. To make sure you never miss an episode, subscribe to our YouTube channel!

O: Thanks for joining us, we’ll see you back in a couple of weeks.

8 Comments

  1. Isaiah Jackson

    12/22/2015 9:48 pm

    Hey Monica,

    Would you only send one email to the inactive subscribers or would you send just the one email?

    -Isaiah

  2. Monica Montesa

    12/23/2015 8:39 am

    Hi Isaiah,

    I recommend sending one email to all of your inactive subscribers.

    Hope that helps!

    – Monica

  3. Joseph

    12/23/2015 10:13 am

    Thanks so much for all your helpful videos. I love watching them! Out of curiosity, where does that “keep me on the list” direct them to? Is there an convenient way to know who has clicked and who hasn’t?

  4. Monica Montesa

    12/23/2015 11:00 am

    Hi Joseph and Patricia,

    That’s a great question! We usually link the “Keep me on the list” button to a thank you page, which contains brief copy that says they’ll stay on our list.

    If you’re an AWeber customer, you can go to the Reports tab in your account to see who clicked and didn’t click the link.

    To remove subscribers who didn’t click the link, go to Manage Subscribers in your account. Select the Field that says “Link not clicked,” and then choose the link from the re-engagement email you sent out.

    Click “Search,” and your inactive subscribers will show up. You can then unsubscribe all of those email addresses from your list.

    Hope this is helpful!

    – Monica

  5. Patricia

    12/23/2015 10:29 am

    I have the same question as Joseph. Should we make another list for these inactives – If we do, wouldn’t that make them double opt in again?

  6. Maryn

    12/23/2015 12:44 pm

    Hi, great information … just one thing: How do you identify the “inactive” subscribers? Where do you go to run a report that will show you who has not opened a single email in six months? Thanks so much –

  7. Monica Montesa

    12/23/2015 1:39 pm

    Hi Maryn!

    To identify inactive subscribers, simply go to the Subscribers tab in your account. Where it says “Select Field, choose No Opens. The next field over, select “since.” In the field after that, choose your date range. To see how many people haven’t opened an email in the last 6 months, select the date from 6 months ago. Then click search, and you’ll be presented with your inactive subscribers.

    Let me know if this helps!
    – Monica

  8. sara

    12/23/2015 7:18 pm

    How do you put the click here button in the re-engagement email?