When should I run a re-engagement campaign?
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Here's the timing: run a re-engagement campaign as soon as a subscriber hits your defined inactivity threshold. For most senders, that's somewhere between 90 and 180 days of no opens or clicks. Your engagement rules probably already flag these folks as lapsed or at risk.
The best time is right before you'd normally remove them from your active list. You're giving them one last chance to stay. It's also smart to run these before major seasonal pushes (holidays, big sales events) to clear out the dead weight before you ramp up volume.
Think of it as a filter: the ones who respond get to stay in your regular sends. The ones who ignore your re-engagement sequence? They're safely suppressed or removed. Your next step is setting a clear threshold if you haven't already. Write down exactly how many days without engagement triggers your re-engagement sequence.
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