Email Remarketing Strategy

The threshold varies depending on the business and the usual sending frequency, but generally, a contact who hasn’t opened an email or taken any relevant action for 90 to 180 days is considered inactive. Clearly defining this threshold is the first step in designing an effective reactivation strategy.

The risk exists if the messages are generic, frequent, or lack context. A well-designed remarketing campaign uses a respectful tone, references the contact’s history, and offers real value before any sales call to action. The key is personalization and avoiding overwhelming the contact with too many reactivation attempts.

They are managed in a specific way: some are moved to a very low frequency list to maintain minimal presence, and those that don’t respond to any reactivation attempts are deleted. Keeping completely inactive contacts in the database harms deliverability and distorts campaign metrics.

Yes, and it’s one of the most cost-effective uses. Reactivating a customer who has stopped buying or interacting costs significantly less than acquiring a new one. Customer reactivation campaigns typically have higher conversion rates than cold outreach campaigns.

Generally, two to four emails are sufficient. The first is usually a gentle reminder, the second a renewed value proposition, and the third or fourth a final message before unsubscribing. More than four unanswered attempts are usually counterproductive.

Yes, and the combination often amplifies the results. Email remarketing can be coordinated with paid media campaigns targeting the same inactive segments, creating multiple touchpoints that increase the likelihood of reactivation.