Tell me about your list
The right re-engagement approach depends on who you are writing to and how long they have been quiet.
Non-buyers who went quiet
Subscribers who opted in but have never purchased. Went inactive before any transaction.
Buyers who went quiet
Past customers or clients who purchased but have stopped engaging with your emails.
Mixed list
A segment that includes both buyers and non-buyers who have gone inactive.
60 days no clicks
Standard starting point for most lists sending weekly or more
90 days no clicks
Good for lists with lower sending frequency or longer buying cycles
120 days no clicks
For lists where the relationship naturally runs longer before a purchase decision
Custom threshold
I have a specific window in mind
Step 1 of 3
Your re-engagement approach
This shapes the tone and hook of all three re-engagement emails.
Honest and direct
No incentive. Just a candid check-in that gives them a clear choice. Respects their intelligence.
A valuable piece of content
Re-engage with something genuinely useful — a resource, a guide, or a lesson they may have missed.
A free resource or tool
Give them something new — a checklist, a template, or a tool that demonstrates current value.
A discount or offer
A time-limited incentive to come back. More common for product businesses than service providers.
Leave blank if you are using the honest and direct approach — no hook needed.
This goes into Email 2 — the value reminder. Be specific about what they have been missing.
Yes — offer fewer emails or topic preferences
Give subscribers a lighter option before fully exiting. Respectful and often recovers people who just needed a volume adjustment.
No — stay or go
A clean binary choice. Simpler to set up and still fully respectful.
Your sunset flow
The sunset is not a guilt trip. It is a respectful sign-off — and it can still deliver value on the way out.
Things I changed my mind about
Tools, ideas, or approaches you once dismissed and now rely on. Credibility moment — you tested it, here is why it won you over. Works well with affiliate links.
What I would send my best friend
One focused recommendation — if you had five minutes on a call, what would you point them to first? Personal and cuts decision fatigue.
A curated resource list
Two or three genuinely useful things — tools, reads, or resources relevant to your audience. Delivers value even on the way out.
Straight to the farewell
No content, no incentive. Just a warm, honest goodbye that closes the loop with integrity.
Suppress from marketing
They stay on your list but receive nothing. Safer for consent history. Recommended default.
Unsubscribe
Remove them entirely. Reduces list size and costs. Use if your ESP charges by subscriber count.
Suppress buyers, unsubscribe non-buyers
Keeps purchase history intact for buyers while removing cold non-buyers. Best of both approaches.
Your Re-engagement + Sunset Blueprint
Automation Logic
Re-engagement Flow — 3 emails
Sunset Flow — 3 emails