How to re-engage subscribers without damaging your deliverability

Deliverability Podcasts

Realizing that you have a problem is the first step to solving a problem. And when you notice some of your subscribers starting to disengage, jumping on a re-engagement campaign is probably your solution. But like anything else, there’s a right and a wrong way to re-engage.

In fact, if you're not careful, your campaign may do more harm than good.

So what’s the right way to win back cold subscribers?
What content should you push and how much of it?
Should you re-engage everyone all at once?
And when do you finally cut the cord and let lost subscribers go?

In this episode, we’re breaking down how to re-engage while saving your domain’s reputation.

Remember, before hitting send to everyone on your list who’s seemed less than interested lately, consider your audience, your numbers, and a strategy that won’t bust your deliverability.

How to re-engage subscribers without damaging your deliverability


(29:44) “Make sure that whatever you’re doing to get people to re-engage is actually on-brand for you and is consistent with the type of content they’re going to receive from you. It shouldn’t be gimmicky.” ~ @alyssa_dulin

Main takeaways

  • Your email subscribers determine your deliverability. Negative actions like reporting as spam or leaving an email unread will harm your deliverability rate. Think of deliverability like a credit score for your domain.
  • It’s important to frequently clean out your list to avoid cold subscribers dinging your deliverability with negative responses.
  • Make sure the content you send adds value to your subscriber. Ask yourself why your audience subscribed in the first place and deliver.
  • Don’t send more than three re-engagement emails per campaign.
  • Don’t re-engage with everyone who has lost interest all at once. Re-engage in small batches and send emails to your engaged audience in between batches to offset negativity.
  • Re-engage with your audience at least every three months to avoid lists filled with cold subscribers.


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Alyssa Dulin

Alyssa is a Deliverability Lead located in Nashville, TN. She loves helping senders reach the inbox of their subscribers. Outside of work, Alyssa enjoys traveling, indoor cycling, and spending time with family.

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