Re-engagementDefine inactive as no open or click in 60–120 days depending on send frequency. Run 2–3 emails over two weeks.
When to Trigger Win-Back
Define inactive as no open or click in 60–120 days depending on send frequency. Run 2–3 emails over two weeks.
If no engagement, suppress or delete before the next major send.
Messaging That Works
"We miss you" plus a direct question: still interested in [topic]? One-click preference update beats vague copy.
Highlight what they missed: top articles, product updates, or member-only perks.
Protect Sender Reputation
ISPs penalize senders who mail huge inactive segments. Win-back and sunset are hygiene, not optional.
Smaller active lists improve inbox placement for everyone else.
Frequently Asked Questions
Should I delete inactive subscribers?
After a failed win-back, yes — keeping them hurts metrics and deliverability.
Do discounts work in win-back emails?
They can, especially in retail — test against content-only reminders first.
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