Re-Engagement Email Template
Inactive subscribers drag down deliverability and hide your real engagement. A re-engagement email gives them one clear reason to come back — or a clean way to opt out — so your list stays healthy. This template does both without sounding desperate.
Last reviewed 2026-07-08
Template preview
Still want to hear from us, {{first_name}}?
We miss you — and we'll make it worth your while.
Hi {{first_name}}, we noticed it's been a while since you opened one of our emails. No hard feelings — we'd just love to know if you still want them.
As a subscriber you get {{value_1}}, {{value_2}} and first access to {{value_3}}.
Here's 15% off to welcome you back: {{code}} — or tell us what you'd like to see more of.
👉 Yes, keep me subscribed · 😴 Update my preferences
If we don't hear from you, we'll stop sending so we're not cluttering your inbox.
{{company}}, {{address}} · Unsubscribe
How to fill in each field
Subject line
Ask a direct question about their interest; honesty outperforms hype here.
Common mistake: Pretending nothing happened — acknowledging the lapse feels more genuine.
Remind of the value
Restate what they signed up for and what they've been missing.
Common mistake: Guilt-tripping instead of re-selling the benefit.
Clear choices
Offer an easy 'stay subscribed' action and a preferences/opt-out path.
Common mistake: Only pushing to stay, with no graceful exit — hurts deliverability.
List hygiene
If they don't respond, suppress or remove them to protect sender reputation.
Common mistake: Keeping unengaged contacts forever, dragging down open rates and inbox placement.
Related templates & variants
This is the win-back variant for inactive subscribers. To welcome brand-new subscribers use the welcome email; to recover a cart use the abandoned cart email.
Copy-paste email marketing templates that convert — with subject lines, preview text and a field-by-field guide. Download as Word or copy to Google Docs.
A welcome email template that sets expectations and drives the first key action. Copy-paste it, customize with the field guide, and download as Word.
An abandoned cart email template that recovers sales — reminder, the exact items, one incentive and a clear CTA. Copy-paste and customize with the field guide.
A promotional email template that drives clicks — punchy subject, one hero offer, urgency and a single CTA. Copy-paste and customize with the field guide.
Recommended tools
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Frequently asked questions
What is a re-engagement (win-back) email?+
It's an email sent to subscribers who have stopped opening or clicking, aiming to revive their interest or confirm whether they still want to hear from you. It protects deliverability by identifying dead weight on your list.
When should I send a re-engagement email?+
When a subscriber has been inactive for a set period (commonly 60–120 days). Send a short win-back series, then suppress those who still don't engage.
Should I remove subscribers who don't re-engage?+
Yes. Continuing to email unengaged contacts hurts your open rates and inbox placement. Suppress or remove them after a final win-back attempt.
Sources & further reading
- 10 re-engagement email examples (MoEngage)— moengage.com
- Re-engaging inactive subscribers with a win-back campaign (MailerLite)— mailerlite.com
We review authoritative guidance when building each template. Links are for reference only.