Best Practices for Re-Engaging Inactive Segments

Best Practices for Re-Engaging Inactive Segments in Email Marketing for Handmade Sellers

Running a handmade business means pouring your heart into every product, so it can be disheartening when some of your email subscribers seem to have lost interest. Maybe they haven’t opened your emails in a while, or worse, they’ve completely forgotten about you! But don’t worry—every business deals with inactive subscribers at some point. The key is to re-engage these segments strategically.

If you’ve got inactive subscribers lurking on your list, it’s time to wake them up with some clever email marketing. Here are the best practices for re-engaging those sleepy subscribers and turning them back into loyal customers.

Why Re-Engagement Matters

Re-engaging inactive segments is not just about driving sales; it’s also about maintaining a healthy email list. Subscribers who don’t engage with your emails can negatively impact your sender reputation, deliverability rates, and overall campaign performance. Regularly re-engaging these subscribers—or removing them if they remain inactive—ensures your list stays clean, healthy, and profitable.

Best Practices for Re-Engaging Inactive Segments

1. Identify Your Inactive Segments

Before you can start re-engaging inactive subscribers, you need to know who they are. In Klaviyo or any other email marketing platform, create segments based on inactivity. For example:

• Engaged 180 but Not Engaged in the Last 30 Days: Subscribers who have been active within the last 180 days but haven’t opened an email in the last 30 days.

• Inactive 90: Subscribers who haven’t opened or clicked an email in the last 90 days.

• Inactive 180: Subscribers who haven’t opened or clicked an email in the last 180 days.
  

I go more into creating segments in this post. How to Create These Segments in Klaviyo:

1. Go to Lists & Segments in your Klaviyo dashboard.

2. Click Create List/Segment and select Segment.

3. Name your segment (e.g., "Inactive 90").

4. Set the definition to:

   • What someone has done (or not done) > Opened Email zero times in the last 90 days.

5. Click Create Segment to save.
   

Is your email list full of sleepy subscribers? Don’t let them snooze forever—try these re-engagement strategies and bring them back to your website.

2. Run a Re-Engagement Campaign

A Re-Engagement Campaign is a targeted email or series of emails designed to wake up inactive subscribers and get them interested in your brand again. The idea is to remind them why they signed up in the first place and entice them to come back. Here’s how you can run an effective re-engagement campaign:

• Catchy Subject Lines: Use intriguing subject lines that grab attention, like “We Miss You—Here’s 15% Off to Come Back” or “Still Interested? We Have New Arrivals Just for You.”
  

• Incentives: Offer a special discount, free shipping, or a gift with their next purchase to incentivize them to engage again.
  

• Personalized Content: Mention their name, previous purchases, or items they’ve browsed. Make it feel personal and relevant.
  

• Highlight What’s New: Share new products, features, or any updates they might have missed.
  

• Easy Unsubscribe Option: Always provide a clear option to unsubscribe. It may sound counterintuitive, but it shows that you respect their inbox and helps keep your list clean.
  

My Experience: When I ran my first re-engagement campaign, I used the subject line “We Miss You! Here’s a Special Treat Just for You” and offered a 15% discount. I saw a 12% open rate from previously inactive subscribers and even converted 5% into sales. It was a small but significant step in reactivating my audience.

3. Test Different Approaches

Not all subscribers will respond to the same re-engagement tactics. Test different approaches to see what resonates with your audience. Consider A/B testing different subject lines, offers, or email formats (plain text vs. rich HTML). Some subscribers might respond better to a heartfelt message, while others might be more enticed by a strong discount or new product announcement.

What to Test:

• Subject Lines: “We Miss You, [Name]” vs. “It’s Been a While—Let’s Reconnect.”

• Offer Types: Percentage discount vs. free shipping.

• Email Content: Product-focused vs. story-focused emails.
  

My Experience: I noticed that my audience responds better to plain text, conversational emails that felt more like a personal note rather than a sales pitch. When I tested different formats, my engagement rates went up by 21% with the plain text approach. You can overuse this strategy, so use it sparingly.

4. Set Up an Automated Re-Engagement Flow

Automate the process to save time and ensure consistent communication. Set up a re-engagement flow in Klaviyo that triggers after a subscriber has been inactive for a specific period, such as 60 or 90 days. Your flow can include a series of emails designed to re-engage, provide value, and ultimately prompt action.

How to Set Up an Automated Re-Engagement Flow in Klaviyo:

1. Go to Flows in your Klaviyo dashboard.

2. Click Create Flow and select Browse Ideas.

3. Choose Win-Back Flow or start from scratch.

4. Define the trigger as Has not opened an email in X days.

5. Create a series of emails that gradually increase the urgency and appeal, such as:

   • Email 1: “We Miss You, [Name] | Here’s 10% Off Your Next Order.”

   • Email 2: “Still Haven’t Seen You—A Special Gift Awaits.”

   • Email 3: “Final Call—This Offer Ends Soon”
     

5. Ask for Feedback

Sometimes, customers stop engaging because something has changed—either in your business or their interests. Ask for feedback to understand why they became inactive. You can create a simple email with a quick survey or a “Tell Us How We’re Doing” message.

How to Implement This:

1. Create an email with a brief and friendly tone, such as “We’d Love Your Feedback, [Name].”

2. Include a simple survey link or a few clickable options for feedback (e.g., "I’m no longer interested," "Too many emails," "Not relevant anymore").

3. Use their feedback to adjust your content strategy and segmentation.
   

My Experience: I once sent out a feedback email to my inactive segment, and surprisingly, many replied saying they loved my products but still had a lot of product left. This insight allowed me to adjust my email frequency for that segment, resulting in a gradual increase in engagement.

6. Clean Your List Regularly

If you’ve tried multiple re-engagement strategies and some subscribers still remain inactive, it’s time to clean your list. Remove subscribers who haven’t opened or clicked in over a year. This might seem scary, but it’s better for your deliverability and overall email health.

How to Clean Your List in Klaviyo:

1. Go to Lists & Segments.

2. Create a segment for subscribers who haven’t engaged in over a year.

3. Send a final "We’re Saying Goodbye" email to give them one last chance.

4. Remove those who don’t respond.
   

Additional Tips for Re-Engaging Inactive Segments

• Keep it Short and Sweet: Long-winded emails can be overwhelming. Keep your re-engagement emails concise and to the point.

• Use Humor or a Personal Touch: A little humor or a heartfelt message can go a long way. Make it clear you value them as a customer.

• Highlight Social Proof: Show off some recent 5-star reviews or customer testimonials to remind them why they loved your products in the first place.

• Reinforce Your Value Proposition: Remind them why they signed up initially and what makes your handmade products unique.
  

Re-Engage and Reignite Interest

Re-engaging inactive segments isn’t just about boosting sales; it’s about maintaining a strong, healthy relationship with your audience. By understanding why your subscribers disengaged and using targeted strategies to win them back, you can breathe new life into your email marketing and keep your handmade business growing.

Question for You:

Have you run a successful re-engagement campaign? What tactics worked best for you? Share your story in the comments below!