Over time, many companies notice that some of their customers or newsletter subscribers lose engagement and „fall asleep“. A targeted reactivation campaign can provide the impetus to bring back lost contacts and improve the quality of your database at the same time. This allows you to benefit from higher opening rates, more targeted approaches and lasting customer loyalty - all with a structured approach.
Why a reactivation campaign makes sense
Not every contact who has triggered an order or subscription remains active in the long term. There are many reasons for a decline in loyalty: Perhaps interest has shifted, a problem has not been resolved or the frequency of emails was too high. A reactivation campaign focuses precisely on these factors and offers the opportunity to target subscribers and encourage new interactions[2][4].
In our iROI coaching, we support you in analysing the right target group, developing suitable approaches and automating your process. Clients often report that it is only through targeted segmentation that they realise how many „dormant“ contacts actually still offer potential.
Reactivation campaign planned step by step
1. define goal and target group
Before you get started, you should clarify which action is considered a success: Do you want contacts to open newsletters again, click on links or even make a new purchase[1][4]? This objective is derived from your previous analysis and influences all further steps.
A practical example shows how companies define their target group: Within three months, all customers who had not opened a single newsletter were identified. This list was used as the basis for the subsequent reactivation campaign.
BEST PRACTICE with one customer (name hidden due to NDA contract) A stationary retail company segmented its email list according to purchasing behaviour and open rate. Customers who had not opened an email for six months were defined as a target group. Contacts who had previously purchased certain categories regularly but were no longer interacting were particularly promising. By targeting them with personalised offers, it was possible to win back many of these contacts and trigger new orders.
2. analyse reasons for inactivity
It is worth getting to the bottom of the causes of inactivity: Were too many emails sent? Was there dissatisfaction with the product? Or was the wrong content simply being offered? A survey or a brief enquiry by email helps to understand the reasons and adapt the campaign accordingly[1][8].
Another practical example: an online design service provider conducted a small survey among its inactive customers and found that many felt the previous newsletter design was too impersonal. The results were incorporated directly into the new reactivation campaign, in which personal insights and exclusive content were now shared in a targeted manner.
3. develop content and incentives
Many inactive customers need a good reason to get in touch with you again. Offer added value that is tailored to the interests of your target group - for example, exclusive tips, a free webinar, a voucher or a small thank you for returning[5][10].
An example from the education provider sector: A language school sent its former customers, who had not opened the newsletter for six months, a personalised email with a discount code for the next course and a short, friendly „We miss you!“. This addressed individual learning progress and offered a dialogue at eye level. The response rate was significantly higher than with a traditional advertising email.
How to successfully implement your reactivation campaign
The implementation of a reactivation campaign depends on clear structures and automation. Many email marketing tools offer special functions to regularly identify and target inactive contacts - for example, through a series of two to three emails sent at intervals of one to two weeks[5][6].
Here are some concrete tips for your next reactivation campaign:
- Use eye-catching, personalised subject lines such as „We miss you!“ or „Can I have some more?“ - Emojis and a direct approach significantly increase the open rate[1].
- Design the emails differently to your regular newsletters, for example with a new design, a short video or humorous elements.
- Use clear calls to action (CTAs): Let customers update their profile, redeem a discount or respond directly to a survey[1].
- Temporarily exclude campaign participants from regular mailings to draw attention to the reactivation emails.
- Track your success and adjust your strategy on an ongoing basis - even those who do not react at all will give you valuable information.
Another real-life example shows how important automation is: an online retailer used an intelligent mailing system that automatically recognised when a customer had not opened an email for eight weeks. A three-stage reactivation campaign was launched immediately. The first email communicated appreciation, the second offered a time-limited discount. Those who still did not respond were removed from the mailing list. This ensured that data quality remained high and resources were utilised in a targeted manner.
BEST PRACTICE with one customer (name hidden due to NDA contract) A large event agency with several locations in Germany had realised that many former customers were no longer responding to their emails. Together in iROI coaching, a multi-stage reactivation campaign was developed: Firstly, customers received a friendly reminder with an invitation to an exclusive event. Those who did not respond received a short, personalised offer for a free consultation a week later. After the third email, the data quality was improved in the long term. The result: the number of active contacts increased and the agency was able to communicate in a more targeted manner - also thanks to the automation functions in the CRM that was introduced.
Legal information and data maintenance
A reactivation campaign depends on up-to-date and legally compliant handling of customer data. Processing in accordance with the GDPR, as well as aspects of competition law, must be observed in order to avoid legal risks[7]. Use existing CRM systems to centrally manage and regularly analyse all customer information.
An example from the financial sector: A bank contacted its former customers by post with a personal invitation to a consultation after a long period of inactivity. Consent to be contacted had already been obtained as part of the customer relationship management process. This made it possible to implement the recovery in a legally compliant manner and with suitable offers.
My analysis
A professionally planned reactivation campaign is much more than a short email with emphasis. It thrives on analysis, a personalised approach, valuable content and clear objectives. If you see inactive contacts as an opportunity, you can not only tap into new sales potential, but also improve the quality of your database in the long term. Ultimately, it is worth using this channel on a regular basis because it allows you to maintain relationships, better understand customer needs and strengthen long-term loyalty.
iROI-Coaching supports you in setting up your reactivation campaign systematically and based on data. Together, we analyse your target group, develop customised content and use automation to ensure that you benefit in the long term.
Further links from the text above:
Reactivate inactive subscribers: Examples & tips for implementation [1]
Reactivation campaign: winning back email contacts - definition and tips [2]
Reactivation campaigns: Optimising newsletters and email marketing [4]
Win back customers through effective emails [5]
Definition and meaning: reactivation campaign [10]
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