How to Reactivate Customers with Email Marketing

75% of your email base may be inactive, but studies show that even after the first win-back email, 45% of subscribers read subsequent messages. However, most companies make a critical mistake of sending duplicate emails to all “dormant” customers. Here, we present a systematic approach to email reactivation with deep segmentation and personalization.

Step 1

🎯 Step 1. Segment “dormant” customers by behavior, average check, product categories, and LTV. For B2B, also include job position, industry, and company size.

Step 2

🎁Step 2. Develop unique value propositions for each segment. For B2C, this can be early access and cross-sell/up-sell based on purchase history. For B2B — ROI calculators, case studies, and industry insights.

Step 3

⌛Step 3. Use psychological triggers, such as FOMO, emotional attachment to the brand, business results, and social proof. Identify motivators, such as savings, status, security, convenience, and novelty.

Step 4

📧 Step 4. Create a series of reactivation emails that gradually “warm up” the audience and give an immediate benefit to them. The first email should answer the question: “Why should I return?”

• For B2C — a special discount, bonus, free shipping, or gift.
• For B2B — a free consultation, checklist, case, or test access to the product.

Step 5

🛠 Step 5. Personalize content in real-time and integrate CRM/behavioral data. Set up smart recommendations based on ML algorithms.

Step 6

📲Step 6. Set up cross-channel remarketing for inactive subscribers by integrating email with web/app push and SMS.

Recommendations

The recommended frequency is once every 3 months for inactive subscribers. 90 days of inactivity is a signal that the customer needs to be returned.

What ruins campaigns:

❌ You think that the customer remembers your brand (70% forget in 90 days).

❌ You start with what YOU want, not what THEY lost.

❌ You try to “sell” instead of “remind about value”.

P.S. The strongest trigger is not a discount, but the realization that the customer is losing something right now.