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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Re-Engagement Campaign

A re-engagement campaign is a series of emails aimed at reactivating subscribers who have stopped opening or clicking, before they're removed from your list.

Also known as: re-engagement email, reactivation campaign, win-back campaign

Inactive subscribers are a hidden liability: they drag down engagement metrics and deliverability. A re-engagement campaign is your structured attempt to win them back — or cleanly let them go.

How does a re-engagement campaign work?

You identify subscribers who've been inactive for a set period, then send a short series — a reminder of your value, a strong incentive, and a final "do you still want to hear from us?" message.

Why run re-engagement campaigns?

Reactivating an existing subscriber costs less than acquiring a new one. And crucially, those who don't respond can be suppressed, which protects your sender reputation.

Re-engagement best practices

Lead with a compelling reason to return, make the offer strong, keep it short, and set a clear cutoff — remove or sunset those who stay silent.

Related terms

Email Newsletter Promotional Email Email Blast Cold Email Broadcast Email

Related reading from Drip

7 Re-Engagement Email Examples That'll Drive More Sales 10 Proven Strategies to Re-Engage Inactive Email Subscribers

Frequently asked questions

What is a re-engagement campaign?
A re-engagement campaign is a series of emails aimed at reactivating subscribers who have stopped opening or clicking, giving them a reason to return before they're removed from your list.
How does a re-engagement campaign work?
You identify subscribers inactive for a set period, then send a short series — a reminder of your value, a strong incentive, and a final message asking whether they still want to hear from you.
Why run a re-engagement campaign?
Reactivating an existing subscriber costs less than acquiring a new one, and the campaign helps you identify who's still interested. Those who don't respond can be suppressed, which protects your deliverability.
What are re-engagement best practices?
Lead with a compelling reason to return, make any offer strong, keep the series short, and set a clear cutoff — remove or sunset subscribers who stay silent to protect your sender reputation.
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