What is a re-engagement campaign (win-back campaign)?
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A re-engagement campaign (also called a win-back campaign) is a short sequence of emails designed to wake up subscribers who've gone silent. You're reaching out to people who haven't opened or clicked anything in months, asking them: "Do you still want to hear from us?"
Here's what it looks like. You send 2-3 emails over two weeks. The first might say "We miss you. Here's what's new." The next one could remind them why they signed up. The final one is usually the stakes: "This is your last chance to stay." If they don't engage after that, you remove them.
Why does it matter. Inactive subscribers are spam trap magnets. ISPs see you mailing dead addresses and your reputation takes a hit. A re-engagement campaign gives inactive subscribers a chance to opt back in. If they don't, you clean your list. Win-win.
Next: Identify subscribers who haven't opened anything in 6-12 months. Then decide: run a win-back sequence or sunset them outright.
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