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The first re-engagement message should be one that re-establishes a relationship with the recipient. It's often referred to as the "win-back" campaign.
Our friends at Email On Acid found a good one from L.L.Bean, for example.
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While you are running your re-engagement campaign, you could consider reducing the mailing frequency of your "regular" campaigns sent to inactive recipients (the same recipients that you are trying to re-activate). This will have a positive impact on your average engagement as inactive recipients will be "skipped" in some of your regular campaigns. In MailUp there are settings that allow you do to so under managing inactive recipients
- You can do this manually by excluding one or more groups of inactive users (created by using activity filters) from one or more mailings.
- You can also allow active recipients to reduce the mailing frequency on their own (before they tune out and become inactive) by activating the Preference Center.
Step 4: Evaluate your re-engagement campaign
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