Re-Engagement Campaigns: Will That Winback Email Help or Hurt?

I sometimes call a re-engagement campaign a "winback" campaign because the goal is simple: try to "win back" a subscriber, meaning to keep them active in your email database. The catch is that every send to a disengaged recipient carries a risk for your deliverability reputation. So you need to be strategic about it.

Hanna Cabanellas at Iterable has a very solid breakdown of how to run a re-engagement campaign without sinking your sender reputation in the process. She explains when it makes sense, how to segment carefully, what to say, and how to pair it with engaged sends to stay in good standing with inbox providers.

Before you fire off a last-chance "We miss you!" winback campaign, pause and check out Hanna’s full write-up first: Re-Engagement and Deliverability: Best Practices for Email Marketers