Let's talk about the elephant in the room—inactive subscribers who hang out on your email list like uninvited guests at a party. A re-engagement email sequence is similar to a lead nurture, but it's specifically for cold leads or customers who aren't engaging with your business anymore.
By segmenting these leads into a unique sequence, you can re-engage them with more specific, targeted content. Plus, if these leads still aren't engaging with you after your re-engagement efforts, you can remove them to maintain a healthy email list.
This is especially important if you're using an email platform that charges you based on the number of people on your list. Why pay for subscribers who never open your emails? If you're on a platform with subscriber-based pricing, list cleaning is definitely something you'll want to do regularly.
Your re-engagement sequence should start by reintroducing your brand and reminding subscribers what you do and how you can continue to provide value to them. Many people forget why they signed up in the first place, especially if it's been months since they've engaged with your content.
Provide educational content that re-sparks their interest. Share your best tips, recent success stories, or updates about your business that might catch their attention. Sometimes people go inactive simply because life got busy—not because they're no longer interested.
Follow up with a special offer that encourages them to engage with you again. This could be a discount, exclusive content, or early access to something new. Make it compelling enough to break through their inbox noise.
If subscribers still don't engage after your re-engagement sequence, it's time to let them go. Removing inactive subscribers actually improves your email deliverability because email providers favor senders with engaged audiences.
