# How to Create Re-Engagement Email Campaigns
In the world of digital marketing, your email list is one of your most valuable assets. However, over time, even the most loyal subscribers can drift away, leading to lower open rates and potentially harming your sender reputation. A well-crafted re-engagement campaign (often called a 'win-back' sequence) allows you to reconnect with these inactive users, clean your list, and boost your overall return on investment.
Why This Matters for Australian Small Businesses
Every email address on your list costs you money in platform fees (like Mailchimp or Klaviyo). If a portion of your list hasn't opened an email in six months, you aren't just losing potential sales—you're paying to talk to people who aren't listening. Furthermore, Australian ISPs (like BigPond or Optus) monitor engagement; if too many people ignore your emails, your future messages might end up straight in the spam folder.---
Prerequisites: What You’ll Need
Before we dive into the steps, ensure you have the following ready:- An Email Service Provider (ESP) such as Mailchimp, Klaviyo, or ActiveCampaign.
- Access to your website analytics (to track conversions).
- A clear understanding of your "last active" threshold (usually 90 to 180 days).
- A special offer or incentive to entice users back (e.g., a discount code or an exclusive guide).
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Step 1: Define Your "Inactive" Subscriber
Not every business defines "inactive" the same way. If you sell coffee beans, a customer who hasn't opened an email in 30 days might be inactive. If you sell high-end furniture, it might be six months. Action: Look at your data. Identify the point at which a subscriber typically stops engaging. For most Australian SMEs, we recommend targeting anyone who hasn't opened or clicked an email in the last 3-6 months.Step 2: Segment Your List
You don't want to send these emails to your entire list. You need to create a specific "Segment." Screenshot Description: In your email tool, look for the 'Segments' or 'Audience' tab. You should see a builder where you can set rules like: "Date of last open is more than 120 days ago" AND "Subscriber status is active."Step 3: Set Your Campaign Goals
What does success look like? It’s usually one of two things:- Re-activation: They open the email and click through to your site.
- List Cleaning: They unsubscribe or remain inactive, allowing you to remove them safely to improve deliverability.
Step 4: Craft a Compelling "We Miss You" Subject Line
Since these people are already ignoring your emails, your subject line needs to be a pattern-interrupt. Avoid generic titles. Pro Tip: Try something personal or slightly provocative like:- "Is it something we said?"
- "We’ve missed you, [Name] – here’s a little gift."
- "Should we say goodbye?"
Step 5: Design Your First Re-Engagement Email
Keep it simple and personal. This shouldn't look like a standard newsletter; it should feel like a direct note from a real person at your business. Content Ideas:- Acknowledge the silence: "We noticed you haven't been around lately."
- The Value Prop: Remind them why they joined (e.g., expert advice or local Brisbane deals).
- The Incentive: Offer a "Welcome Back" discount code.
Step 6: Create a 3-Part Email Sequence
A single email is rarely enough. We recommend a three-step approach:- The Friendly Hello: The "We miss you" note with a small incentive.
- The High-Value Reminder: Sent 3 days later, highlighting your best-performing content or latest products.
- The "Goodbye" Email: Sent 7 days later. Be clear: "We’re going to remove you from our list in 48 hours so we don't clutter your inbox. If you want to stay, click here."
Step 7: Set Up Automated Triggers
You shouldn't do this manually every time. Set up an automation (or "Flow") that triggers whenever a subscriber meets your inactivity criteria. Screenshot Description: In your automation builder, you should see a workflow starting with the trigger "Member joins segment: Inactive." Followed by "Send Email 1," a "Time Delay" of 3 days, and so on.Step 8: Optimise for Mobile
Over 60% of Australians check their email on their smartphones while commuting or on break. Ensure your buttons (CTAs) are large enough to tap with a thumb and your text is legible without zooming.Step 9: Include an Easy Unsubscribe Link
It sounds counter-intuitive, but you want people who aren't interested to leave. A prominent unsubscribe link prevents them from marking your email as "Spam," which is far more damaging to your reputation.Step 10: Test and Review
Before hitting 'Live,' send test versions to yourself and colleagues. Check every link. Ensure the discount code actually works on your Shopify or WooCommerce store.Step 11: The Final Purge
Once the sequence is finished, wait one week. Anyone who went through all three emails and still didn't open or click should be archived or unsubscribed.Warning: Be brave! Deleting subscribers feels like losing leads, but "ghost" subscribers hurt your ability to reach the people who actually want to buy from you.
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Common Mistakes to Avoid
- Being Too Needy: Avoid guilt-tripping your customers. Keep it light and professional.
- Ignoring the Data: If your re-engagement emails have a high spam complaint rate, your incentive might be too aggressive or your segment might be too old (e.g., people who haven't engaged in 2 years).
- Poor Timing: Sending a re-engagement email at 2:00 AM on a Tuesday isn't ideal for an Australian audience. Aim for mid-morning (10:00 AM) or early evening (7:00 PM) AEST.
Troubleshooting Common Issues
Issue: My emails are going to the Promotions tab. Solution:* Reduce the number of images and links. Use more plain-text formatting to make the email feel like a personal correspondence. Issue: No one is clicking the "Stay Subscribed" button. Solution:* Your offer might not be strong enough. Try a more significant discount or a "free gift with next purchase" to see if that moves the needle. Issue: I’m worried about Australian Privacy Principles (APP). Solution:* Ensure you are only emailing people who previously opted in. Under the Spam Act 2003, you must provide a functional unsubscribe facility. As long as you respect their choice to leave, you are compliant.---
Next Steps
Now that you've built your re-engagement campaign, it's time to focus on your active subscribers. Consider setting up an Email Welcome Series for new leads to ensure they stay engaged from day one.If you need help segmenting your database or setting up complex automations, the team at Local Marketing Group is here to help. Contact us today to book a strategy session.