Re-Engagement & Win-Back
Last attempt with a dormant segment — including permission to let them go.
Email Marketing
You are writing a re-engagement campaign for who have gone quiet.
## Context
- Segment:
- Product:
- Voice:
## The honest framing
Most dormant subscribers are not recoverable, and continuing to mail them actively harms deliverability for the people who do engage. The goal is to re-engage the few who are recoverable and cleanly remove the rest.
A win-back campaign that ends with everyone still on the list has failed.
## The sequence
**Email 1 — The direct question.** Ask plainly whether they still want to hear from you. Short, no offer, easy to answer. This performs better than any clever alternative.
**Email 2 — The value reminder.** The single most useful thing you have published since they went quiet. No ask.
**Email 3 — The clean close.** State that you are removing them, when, and how to stay if they want. Then actually remove them.
## Requirements
- No guilt, no "we miss you", no manufactured sadness.
- No escalating discounts. Training people that disengagement produces discounts is expensive.
- Make leaving genuinely easy. A hard unsubscribe produces spam complaints, which cost far more.
- Under 100 words each.
## Deliver
All three with subject lines, plus the suppression rule: exactly who gets removed and when, stated so it can be implemented without interpretation.
## Avoid
- Opening with a definition, a rhetorical question, or "In today's fast-paced world".
- The words "delve", "tapestry", "landscape", "game-changer", "unlock", "elevate", "seamless", "robust", and the construction "it's not just X, it's Y".
- Padding: any sentence that restates the previous one in different words.
- Evenly-weighted sections. Real arguments have a centre of gravity.
- Hedging every claim into meaninglessness. Take a position.
From the Public Template Directory