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20 Tips and Email Examples for Re-engagement Email Campaigns

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Re-engagement email campaigns target clients who registered with you, used your services and bought your products, but who’ve been pretty quiet for a while. Re-engaging clients with your brand is something you could easily do with email.

To spark your motivation and to make the process of win-back email creation easier, we paired our greatest tips on win-back campaigns together with some beautiful, real life reactivation email template examples. Good luck!

1. Astley Clarke

Astley Clarke, the leading British fashion fine jewellery brand, sent this win-back email to its clients with the promise of 17% discount for their next purchase. This is a great incentive for those looking for an elegant necklace or a pair of earrings.

2. Don’t wait too long

Don’t wait too long to reactivate your clients. You have to remind your clients about your brand and your products before they totally forget about you or unsubscribe from your email list.

3. Boden

Here is a romantic one from Boden. They refer to the relationship they have with their clients and want to know Do you miss them? or Do you need space? With the email ending on a more pragmatic note, tipping you on an up to 60% sale.

4. It’s not always about the money

Don’t make wrong assumptions like thinking that the only thing your clients will respond to are price incentives. Test several different re-engagement messages and see what is it that they respond best to.

5. Crate&Barrel

Crate&Barrel really miss you and they offer a 20% for your next purchase to keep you with them. The fact that the offer is available for a limited time, means that you have to hurry up with your purchase.

6. You need laser-focused strategy

Come up with specific strategy and create specific content that will turn your subscribers into active customers again.

7. jet

What better reason to purchase something if you are offered a free delivery or a free return. In this case Jet offers them both. They let you know in this short, on brand email with a quick call to action – Shop jet.

8. What is your biggest advantage?

Think about the biggest benefit people get from being your clients. Make this one benefit a central part of your email, explain it and highlight it with images and client testimonials.

9. Nest

When companies like Nest use email to stay in touch with their clients and re-activate the more sleepy ones, one can be sure that Email is here for the long haul. With this one Nest tips you that your thermostat is going to pay for itself in less than 2 years. Just go and grab one.

10. Remind About Previous Experience

In your re-engagement email remind about a prior experience your clients had with your brand. Let your clients recall their relationship with your company and remind them why they liked your brand on first place.

11. Mark&Graham

Here is one with clear design and an excellent reactivation message on top. You get 20% off your entire purchase. Just use the code provided at checkout.

12. Don’t Rely On A Single Email

Our inboxes are so busy that we could easily miss a single email. To guarantee the success of your reactivation campaign, better send a chain of emails featuring different subject lines and copy.

13. pinkberry

Another Miss you! email, this time paired with a sweet seduction. You just got a free yogurt added to your Pincard. Hurry up, you have 7 days to get it.

14. Give People Time to Engage

Don’t remove people who don’t respond immediately to your win-back campaign. Give them a little time, they may not be in the buying cycle right now.

15. SkillShare

This is probably the best way to promote a subscription based service. Give your inactive clients a free access to a premium account. Let them test drive your services and decide themselves if they wish to stay with you.

16. Use Email Marketing Automation

Make your win-back campaign part of an automated chain of emails. This way your email marketing provider is going to look for inactive users and send an email automatically according to the rules you’ve set up.

17. Teespring

A cute puppy can fix any situation and the guys at Teespring know this well. Their win-back email features one, but they also remind you what a great progress you had on their platform. Ready for another go of it?

18. Segment Clients By Activity

Segment your clients by buying activity, so you could offer different incentives. May be offer free delivery to those who have been heavy buyers and discount prices only for those with fewer purchases.

19. Thrive Market

Thrive Market promise not only free shipping for order over $49, but 25% off your first purchase. You get promo code to use at checkout and right underneath is the main call to action button – Start Shopping.

20. Be Proactive

Don’t leave money on the table. Be proactive. Get your inactive clients through a re-engagement program, before you remove them from your email list. Good luck!


Having in mind the big percentage of inactive users any company in any industry has in its books, reactivation and win-back campaigns should be part of every email marketer’s strategy. Don’t procrastinate and be sure to include a chain of re-engagement emails in your automated email flow.

If you need assistance with your reactivation email design or coding, be sure that you check how MailBakery could help you Email Template From Scratch.

Special thanks to for providing the email examples for this post.