{"id":54899,"date":"2022-10-12T13:33:08","date_gmt":"2022-10-12T17:33:08","guid":{"rendered":"https:\/\/www.canadahelps.org\/?p=54899"},"modified":"2025-06-12T13:33:45","modified_gmt":"2025-06-12T17:33:45","slug":"re-engagement-emails","status":"publish","type":"post","link":"https:\/\/www.canadahelps.org\/en\/charity-life\/re-engagement-emails\/","title":{"rendered":"How to Win Back Inactive Subscribers with Re-engagement Emails"},"content":{"rendered":"

Last month, we talked about\u00a0cleaning up your email lists<\/a>\u00a0of inactive email subscribers.<\/p>\n

We recommend you read through that blog before continuing here. In that last blog, we defined inactive subscribers as people who haven\u2019t opened or clicked through an email in the last 90 days.<\/p>\n

We also explained why cleaning up your email lists is a great way to ensure you\u2019re only sending emails to those who want to receive them. But, before deleting or removing inactive subscribers from email lists,\u00a0successful charities should try to win back inactive subscribers by sending them a re-engagement email first<\/strong>.<\/p>\n

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Blog Guide:<\/strong><\/h2>\n
What Re-Engagement Emails Are<\/a>
\nThe Importance of Re-Engagement Emails<\/a>
\nTypes of Re-Engagement Emails<\/a><\/div>\n

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What Re-Engagement Emails Are<\/h3>\n<\/div>\n

Re-engagement emails are\u2026<\/strong>
\n\u2714\ufe0f Emails you send specifically to inactive subscribers<\/p>\n

The content in your re-engagement email should\u2026<\/strong>
\n\u2714\ufe0f Spark the subscriber’s interest in your charity once again<\/p>\n

The objective of a re-engagement email is to\u2026<\/strong>
\n\u2714\ufe0f Convert inactive subscribers into engaged subscribers<\/p>\n

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Once upon a time, your subscriber subscribed to your emails because you had some exciting to offer them. It could\u2019ve been your charity\u2019s mission, impact, campaign, or anything in between that sparked their interest. But somewhere in between, they stopped opening and clicking through your emails.<\/p>\n

Maybe you sent too many emails or too few. Or perhaps you’re asking for too many donations rather than providing relevant impact stories, updates, or other content. Whatever the reason, sending re-engagement emails is an opportunity for your charity to win inactive subscribers back and get them excited about your critical mission again.<\/p>\n

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The Importance of Re-Engagement Emails<\/h3>\n<\/div>\n

The\u00a0average donor retention rate is 43 percent<\/a>. In other words, for every 100 people who donate to your organization, 57 of them won\u2019t return.<\/p>\n

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Now pair this with the fact that it costs ten times more to acquire a new donor than to retain one.\u00a0<\/strong>Whether the subscriber is a potential donor or donated in the past, you work hard to attract them to your cause. So wouldn\u2019t you agree that charities should try their best to keep subscribers part of their ecosystem before writing them off?<\/p>\n

Every subscriber you re-engage is a huge win because it could lead to a new or repeat donation.<\/strong><\/p>\n

But it\u2019s not about re-engaging every inactive subscriber either. Simply identifying inactive subscribers who don\u2019t click the calls to action (CTA) or open your re-engagement emails is a win because you now know it\u2019s safe to remove these inactive subscribers from your email lists.<\/p>\n

The benefit is that once you confirm and remove inactive subscribers, you\u2019ll have a cleaner email list, leading to more accurate engagement metrics.<\/p>\n

However, to help maximize the likelihood of an inactive subscriber re-engaging with an email, successful charities selectively time when and what type of re-engagement email to send.<\/p>\n

That\u2019s right, just because we defined an inactive subscriber as someone who hasn\u2019t opened or clicked through an email in 90 days doesn\u2019t mean you have to send a re-engagement email every 90 days.<\/p>\n

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Types of Re-Engagement Emails<\/h3>\n<\/div>\n

To help inspire you to create re-engagement emails, we curated some of our favourite examples below and the ideal time to send them.<\/p>\n

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The \u201cUpdate My Info\u201d Re-Engagement Email<\/h4>\n<\/div>\n

One of the most common ways to re-engage inactive subscribers is to ask them to update or confirm their contact information.<\/strong>\u00a0This isn\u2019t just an opportunity for your charity to confirm the contact\u2019s email address either.<\/p>\n

You\u2019ll also be able to collect new mailing addresses, updated mobile or landline phone numbers, or even alternate email addresses! This flexibility is crucial for your charity because you\u2019ll be able to reach your donors even more efficiently to share important information about your cause.<\/p>\n

Postable does a phenomenal job with this:<\/p>\n

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Why this re-engagement email works:<\/strong><\/h5>\n