Re-engagement Campaign Template

Sending to unengaged contacts hurts deliverability. Re-engagement campaigns let you give dormant contacts a genuine last chance before moving them to a suppressed segment.

Who this is for

Use this template when a contact:

• Has not opened or clicked an email in 60–90 days
• Was previously active (not someone who never engaged)
• Is still subscribed and not bounced

The sequence

Email 1 — The "we miss you" email

Timing: Day 1

Subject options:

• We miss you, [First name]
• It's been a while
• Still interested? (just checking)

Body:

Hi [First name],

It's been a while since we've heard from you — and we're not going to take that personally.

But we want to make sure you're still getting value from [Brand].

[One sentence about what's new or what you've improved recently.]

If you're still interested, [simple CTA — visit a relevant resource, or just reply].

If we should stop emailing you, just click here: [unsubscribe link]

[Name]

Note: Make the unsubscribe option visible. You want to clean your list, not just re-engage it.

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Email 2 — The offer email

Timing: Day 5

Subject options:

• Something for you (if you're still there)
• A little something to say hello

Body:

Hi [First name],

Still us. We wanted to offer you something before we part ways.

[Describe the offer: exclusive content, discount, free resource, extended trial, etc.]

[Button: Claim it]

This is just for contacts we haven't heard from in a while — our way of saying thanks for being here, even if you've been quiet.

[Name]

Tip: The offer doesn't have to be a discount. A genuinely useful resource works just as well and doesn't train subscribers to wait for deals.

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Email 3 — The breakup email

Timing: Day 10

Subject options:

• This is goodbye (unless you say otherwise)
• Should I stop emailing you?
• Last email from us

Body:

Hi [First name],

I'm going to stop emailing you after this one.

Not because we want to lose you — but because if these emails aren't useful, we'd rather give you a clean inbox than keep interrupting it.

If you'd like to keep hearing from us, just click below:

[Button: Keep me subscribed]

If you don't click, we'll move you to our inactive list and stop sending.

Either way — thank you for being here.

[Name]

This is the most important email in the sequence. It uses the threat of loss to prompt action. Contacts who click the re-subscribe button are highly engaged going forward — they opted in a second time.

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After the sequence: sunset path

For contacts who don't engage with any of the three emails:

1. Tag them with re-engagement-failed
2. Move to a suppressed segment — don't delete them, just stop sending
3. Optionally: sync the suppressed status to your CRM so sales knows these contacts went cold

In FlowNurture, set this up as the final step in the re-engagement workflow:

End of sequence
  → Condition: Did contact open or click any email?
     ├── Yes → Add tag: re-engaged, enroll in active nurture
     └── No  → Add tag: re-engagement-failed, remove from all active segments

Why this improves deliverability

Email providers (Gmail, Outlook) use engagement signals to determine whether your emails go to the inbox or spam. Sending to a large list of unengaged contacts drags down your sender reputation even if most recipients don't mark you as spam — the absence of engagement is itself a negative signal.

Running regular re-engagement campaigns:

• Keeps your engaged rate high (a better signal to inbox providers)
• Reduces the risk of spam complaints from resentful dormant subscribers
• Gives you a more accurate picture of your actual audience size

A smaller, engaged list outperforms a large, cold list on every deliverability metric.

Implementation in FlowNurture

Setting up the segment trigger

Create a segment in FlowNurture with the condition:

• Last email open: more than 60 days ago
• AND Last email click: more than 60 days ago
• AND Subscription status: subscribed

Set this segment to refresh weekly. Enroll new entries in the re-engagement workflow automatically.

Suppressing re-engagement emails from future campaigns

Add the tag re-engagement-failed to your exclusion list in FlowNurture campaigns. Under Campaign → Audience → Exclusions, add the tag. This ensures re-engagement-failed contacts are automatically excluded from all future campaign sends without manual list management.