Set up a re-engagement series

Business Benefits

Bring back previously active users who have become inactive.


Open your email platform and navigate to your automation tab.

Select Create new flow/automation and (if applicable) select the pre-built re-engagement automation. Most platforms that offer automation have pre-built the major flows like the re-engagement flow. If yours does not, refer to your specific platform’s guide on automation.

Open your flow trigger options and set the trigger to be: has not opened any email in the last 2 months.

  • Experiment with the time period, but 2 months is a good starting point.
  • You can increase the size of your audience by increasing the non-opening period.
  • If you have selected a pre-built flow, the trigger will likely already be set up for you and you can adjust the time period by changing the trigger settings or criteria.

Insert your email template block after the trigger block and create a compelling subject line.

  1. Use some form of personalization by inserting a dynamic tag like [Firstname].
  2. If you intend to use a discount offer, which is recommended for re-engagement flows, mention this in your subject line.

Examples of good re-engagement flow subject lines:

  • [FIRSTNAME] We’ve Missed You! Here’s 15% OFF EVERYTHING.
  • [FIRSTNAME] It’s Been a While! We’ve missed You!
  • [FIRSTNAME] We Want You Back! 20% off your next order
  • 20% Off. Because We Miss You [FIRSTNAME]
  • We Still Miss You. (And You Still Have 20% OFF!)
  • We Want You Back [FIRSTNAME]!
  • Is this goodbye, [FIRSTNAME]?

Create a headline in your email’s body to entice your reader to engage with you.

Examples of good re-engagement headlines to attract attention:

  • Let’s get back together! 20% off your next buy
  • Where have you been, [FIRSTNAME]? Come back today and get 20% off
  • Be our friend again and get 20% off
  • Did we do something wrong? We want you back!
  • Here’s what you’ve been missing since you’ve been gone

If you want to add an image with a headline, make sure you repeat any important information as text in the body of the email, in case the image does not load. Consider offering a discount to get them back onsite.

Add your offer or reasons inside the email’s body to explain why your user should return to your website.

Provide a reason for them to check out your website again. Simply saying, We miss you come back! with a link to products or services probably will not yield good results. Offering a discount or outlining new and exciting features or content gives the users a reason to visit. For example, offer a discount like GET 20% OFF YOUR NEXT ORDER and then outline anything new or exciting. For example, Since you’ve been gone we’ve made some huge improvements like… Why not check them out and while you at it have 20% off your next purchase!

If you have a new product line or new popular products, add a section underneath promoting these products. For example, Why not use your discount on these brand-spanking-new products we’ve just released?

Insert a visible button at the end of your copy with a compelling call to action.

For example, COME BACK TO US AND GET 20% OFF. If you are using a discount offer of some kind may sure you add a time pressure, like, 20% off for the next 7 days.

Save the email, then go back to your flow and insert a time delay block after that email.

Set the delay to no more than 7 days from when the first email was sent. Now create a new email after this time delay.

Give your second email a compelling subject line that informs the user this is their last chance to use their discount or special offer.

For example, Your 20% discount ends today.

In the body of your email, reiterate the offer with a compelling headline and body text.

Include the fact that today is the last chance to redeem or use the special offer. For example, SHOP NOW AND GET 20% OFF UNTIL MIDNIGHT.

Once complete, save the email and send yourself a test.