How to Create Effective Re-Engagement Email Templates
6 juin 2025
Learn how to re-engage a prospect via email template with proven strategies, examples, and automation tips to revive cold leads and boost engagement.
Email remains one of the most effective marketing channels. The average industry engagement rate is 35.63%, driven mostly by well-targeted, relevant messages.
So when your inactive list needs a second chance, email is still the best way to reach them. A thoughtful re-engagement campaign can revive interest, rebuild trust, and turn silence back into action.
This blog explains how to re-engage contacts using targeted, well-timed emails and shows how to re-engage a prospect via email template, with examples, message types, writing strategies, and campaign structure to guide your next move.
What is a Re-Engagement Email?
A re-engagement email is a targeted message sent to subscribers or customers who haven’t opened, clicked, or purchased in a while.
Businesses often send re-engagement emails to reconnect with inactive contacts, reintroduce value, and bring them back into the customer journey.
For example, a brand might send a “We Miss You” email offering 20% off to encourage a lapsed customer to return and complete a purchase.
Think of it as a second shot, like knocking on a once open door, this time with a clearer reason to talk and something more relevant to offer.
Benefits of Re-Engagement Emails
Re-engagement emails offer clear benefits for businesses, from restoring contact with inactive users to improving overall email performance. Here are some of the key advantages:
Engagement: These emails can prompt inactive users to open, click, and return to your site or app.
Customer Relationship: Re-engagement emails show that you value the customer’s attention and are willing to reconnect on their terms, helping rebuild trust and familiarity.
Brand Recall: Reminds inactive contacts of your business and what you offer, bringing your brand back into focus.
Conversion Recovery: Offers or reminders can turn silent leads into paying customers.
List Health: Helps you identify who’s still interested and clean up inactive contacts.
How to Write a Re-Engagement Email
An effective re-engagement email brings inactive contacts back by combining the right elements, each designed to prompt action without sounding pushy or generic. Every part of the message should serve a specific purpose and stay consistent with your brand voice.
1. Subject Line
The subject line sets the tone and helps you convince the customer to open the email. Make it relevant and direct, ideally with a personal touch.
Some examples of strong subject lines include:
“Hey Sam, we saved your seat—ready to come back?”
“Quick check-in: Still interested in project updates?”
“You’ve been quiet—we’ve got something new for you.”
2. Personal Greeting
Addressing the recipient by name helps re-establish a personal connection and increases the chances of engagement. It signals that the email isn’t generic and reminds the reader that the message is explicitly meant for them.
Using email marketing platforms, you can personalize re-engagement emails at scale. These tools let you automatically insert names or other contact details into each message, making every email feel tailored, even when sent to a large list.
3. Reference to Past Activity
Briefly mention the user’s original interest to remind them why they signed up. Here are some examples:
“You downloaded our design guide last year—have you seen the new version?”
“You signed up for weekly deals but haven’t opened one in a while.”
“Looks like it’s been a few months since your last login.”
5. Focused Call to Action (CTA)
Use a single, clear prompt that tells them exactly what to do next. You can use CTA phrases like:
“Explore the new templates.”
“Reactivate your account.”
“Take me back.”
6. Optional Offer or Incentive
Including a limited-time offer can help bring inactive users back. It shows appreciation and gives them a clear reason to act now.
Examples:
“Get 15% off if you return this week.”
“Reactivate your account today and unlock one free month.”
“Come back now for early access to our new features.”
7. Exit Option
Always include a link to unsubscribe or update preferences like “Prefer not to hear from us? You can update your settings here.”
When the subject line, message, and CTA work together and the offer feels timely and relevant, your chances of reactivating that contact improve.
6 Types of Re-Engagement Emails – Examples and Templates
There’s no single format that works for every inactive contact. The right re-engagement email depends on your audience and the tone your brand wants to strike.
Below are six proven types of re-engagement emails, each with a specific goal, two ready-to-use templates, and a real example for context.
1. “We Miss You” Email
This is the most common re-engagement format. It’s used when a subscriber or customer hasn’t interacted with your emails, platform, or product for a noticeable period (usually 30+ days).
The message should express sincerity and empathy—make it clear you're reaching out because you value the connection, not just the sale.
Pro tip: Add a small, exclusive reward to show you care and appreciate their return.
Template 1: Simple and Warm
Subject: We’ve missed you
Body:
Hi [First Name],
It’s been a while since we last connected, and we just wanted to check in. We really appreciate you being part of our community, and we’d love to see you back.
Here’s a little something to welcome you: [small perk or offer].
[CTA Button: Reconnect Now]
Template 2: With Soft Reminder and Thank-You Gift
Subject: Still interested in [Product/Topic Name]?
Body:
Hey [First Name],
You signed up for [reason they joined], but we haven’t seen you in a bit. We’re still here—and we’ve saved something for you.
Enjoy [reward or perk] on us when you return. It’s our way of saying thanks for being with us.
[CTA Button: Claim My Gift]
Example:
2. Offer with a Discount or Coupon Code
This format is built around a clear, time-limited offer. It works well when the goal is to drive an immediate response, especially from contacts who previously showed purchase intent but never followed through.
The tone can be casual or direct, but the key is clarity: make the offer easy to understand and act on.
Template 1: Direct and Incentive-First
Subject: Here’s 20% off—just for coming back
Body:
Hi [First Name],
We noticed you’ve been away for a while. To make your return a little easier, here’s 20% off your next order.
Just use the code WELCOMEBACK20 at checkout.
[CTA Button: Shop Now]
Template 2: Friendly Reminder with Offer
Subject: Ready to return? We’ve got a gift for you.
Body:
Hey [First Name],
It’s been a bit since your last visit, and we’d love to have you back.
To say thanks, here’s an exclusive coupon: COMEHOME15
Apply it anytime this week and enjoy 15% off.
[CTA Button: Redeem My Offer]
Example:
3. Exclusive Perks or Rewards
This type focuses on loyalty-based re-engagement. It reminds customers they’re part of something valuable, whether it’s a rewards program, an insider group, or a long-time customer tier.
The goal is to make them feel seen and give them a reason to stay connected through early access, bonus points, or VIP-only offers.
Template 1: Loyalty Recognition
Subject: You’ve earned this
Body:
Hi [First Name],
We noticed you haven’t checked in recently, but your perks are still here.
As one of our loyal customers, you qualify for [exclusive reward or early access].
Tap below to enjoy your benefits anytime.
[CTA Button: View My Rewards]
Template 2: VIP-Only Perk Unlock
Subject: Special access—just for our insiders
Body:
Hey [First Name],
You’re part of our exclusive list, and we wanted to make sure you don’t miss out.
This week, insiders like you get [early access/bonus credits / free upgrade].
It’s available now—no code needed.
[CTA Button: Claim My Perk]
Example:
4. Feedback Request Email
This email invites users to share why they stopped engaging. It shows that you value their input, not just their activity. Feedback-based re-engagement works well when you want to retain users and improve your experience. To increase response rates, consider adding a small incentive, like a discount for completing the survey.
Template 1: Quick Feedback + Thank-You Perk
Subject: Can we ask—what changed?
Body:
Hi [First Name],
We noticed you haven’t been active in a while. If you can spare a minute, we’d love to hear your thoughts.
As a thank-you, we’ll send you 10% off your next order after completing the quick survey.
[CTA Button: Share Feedback]
Template 2: Exit Check-In with Offer
Subject: Before you go—tell us how we did
Body:
Hey [First Name],
We want to get better, and your input helps. Let us know what didn’t work—or how we can improve.
To thank you for your time, you’ll receive a 10% discount just for filling it out.
[CTA Button: Take the Survey]
Example:
5. Seasonal or Occasion-Based Email
This format uses timing to reconnect, whether it’s a holiday, the user’s birthday, or an anniversary since they joined or last purchased. It works well because it feels natural, not forced. The occasion gives you a reason to reach out, and the message can be tied to exclusive access, limited perks, or just a timely reminder.
Template 1: Holiday-Themed Check-In
Subject: A little something for you this season
Body:
Hi [First Name],
The holidays are a great time to reconnect, and we’d love to see you back.
To make it easy, here’s [incentive or offer] waiting for you now.
[CTA Button: View My Gift]
Template 2: Account Anniversary Email
Subject: It’s been one year. Are you ready to jump back in?
Body:
Hey [First Name],
You joined us around this time last year, and we’re still glad you did.
If you're thinking about coming back, this is the perfect time.
Here’s a small token to welcome you again: [reward or update].
[CTA Button: Return to My Account]
Example:
6. Humor-Based Re-Engagement Email
This format uses humor to grab attention and reset the tone. It works well when your brand voice allows for informality and your audience responds to light-hearted content. Humor can disarm hesitation, make your message memorable, and signal that you're not just another automated follow-up.
Still, it should stay on-brand and avoid sarcasm that could misfire.
Template 1: Playful and Self-Aware
Subject: Did we do something wrong?
Body:
Hey [First Name],
We noticed you’ve been quiet, and we’re starting to take it personally.
If you’re ghosting us, at least let us down easy.
(Or click below and make our day.)
[CTA Button: I'm Still Here]
Template 2: Absurdly Honest
Subject: This is our 100% desperate email
Body:
Hi [First Name],
We’re not above begging.
Come back, and we’ll throw in [fun perk or discount]—no questions asked.
We even made this email short, just for you.
[CTA Button: Win Me Back]
Example:
Want to skip the guesswork? NewMail AI helps you auto-draft re-engagement emails based on past threads so your message feels personal, not generic. Try Smart Drafts with NewMail.
Email Re-Engagement Campaign Workflow with Examples
A re-engagement campaign isn’t a single email—it’s a sequence. Spacing out 2–3 emails over 7 to 14 days gives you multiple chances to recapture attention without spamming.
Example Workflow (3-Step Sequence)
Day 1: Friendly Check-In: Send a “We Miss You” email with a soft tone and optional reward.
Day 5: Offer or Feedback Request: If you haven’t received a response, follow up with a discount or ask what went wrong.
Day 10: Final Nudge: Use urgency (limited-time perk) or closure (“We’ll stop emailing unless you click”).
Each message should build on the last, no repetition, no pressure, and always with a clear CTA.
For a comprehensive understanding of setting up automated email sequences, refer to our guide on How to Set Up Mail Automation to Save Hours of Work.
Best Practices for Re-Engagement Campaigns
To run effective re-engagement campaigns, your emails need to connect with the right subscribers at the right time. Here are the key practices to follow.
Segment Your List: Don’t send the same message to everyone. Group inactive users by how long they’ve been silent or what they last engaged with.
Personalize Content: Use names, past behavior, and original signup reasons to make the email feel relevant, not automated.
Test Before Sending: Run A/B tests on subject lines, offers, and CTA placement to see what drives the most engagement.
Use Behavioral Triggers: Automate emails based on inactivity timelines, cart abandonment, or content views to time your messages well.
Set a Sunset Policy: After a defined number of ignored emails, remove or suppress contacts to protect your sender reputation and list health.
To look deeper into the fundamentals of email automation, check out our Complete Beginner's Guide on How to Use Email Automation.
Tired of missing re-engagement windows? With NewMail’s daily briefings and inactivity alerts, you’ll always know who’s slipping away before it’s too late. Get Daily Insights with NewMail
Automation Tools for Re-Engagement Campaigns
Manually building a re-engagement campaign can be time-consuming. Most email marketing tools now offer automation features that let you set up workflows, triggers, and follow-ups with minimal effort.
Many of them offer free trials, but it’s important to review their privacy settings and data policies before committing.
Automation can help you scale your campaigns and send emails based on user behavior. These tools also track metrics like open rates, click-throughs, and conversions—so you can see what’s working and what needs adjustment.
Explore the Top AI Email Assistants for Managing Your Inbox in 2025 to discover tools that can enhance your re-engagement efforts.
Re-Engage Smarter with NewMail AI
NewMail helps you learn how to re-engage a prospect via email template, right from your inbox. It supports fast, personal follow-ups without extra tools.
Key features include:
Smart Drafts – Generates personalized responses based on past email context
Daily Briefings – Summarizes important updates and flags unresponsive contacts
Priority Sorting – Highlights emails that need action, so you don’t miss follow-ups
Inbox-Integrated – No extra tools required—everything runs inside your existing email flow
