An email campaign specifically targeted at subscribers who have gone quiet — stopped opening or clicking emails over a defined period — aiming to either revive their engagement or identify that they should be removed from the active list.
Why it matters
Continuing to send regularly to disengaged subscribers who never open anything can quietly damage overall sender reputation and deliverability, since low engagement rates are a negative signal to mailbox providers — a re-engagement campaign is often the last, deliberate attempt before removing inactive contacts through list hygiene.
In a sentence
"Anyone who hasn't opened an email in 90 days gets a re-engagement campaign asking if they still want to hear from us, before we remove them from the active list."
Related terms
- Often confused with: Win-back campaign (Category 5, Part One) — a re-engagement campaign targets subscribers who are still on the list but not opening emails; a win-back campaign more specifically targets former paying customers who canceled or churned, aiming to bring back actual lost revenue, not just email engagement).