Why Re-engagement is a High-Value Move for Your Business
A growing list of unengaged contacts creates a silent risk to your marketing performance and long-term reach. When a significant portion of your audience stops opening your emails, it signals to inbox providers like Gmail and Outlook that your content may be irrelevant or unwanted. In addition, sometimes a reminder about the benefits of your services is all it takes to remind a previous customer of your value. In this guide we'll demonstrate how to set up an automation that will re-engage your contacts over time.
To Get Started
Log in to your Keap application.
- Navigate to the Send a Broadcast email section:
For Pro / Max users: go to Marketing → Email broadcasts.
For Classic users: go to Marketing → Email & Broadcasts.
On the Email Broadcast page click Create email broadcast
Select who the Sender of the email
Add your subject line
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Add your audience
Click in the box and search for the tag you created in the previous process and select the tag
Create your re-engagement email. Write a re-engagement email asking if the customer is still interested in hearing from your business. Let them know they'll be opted out of future emails unless they choose to stay subscribed. Include a clickable link in your message (highlight the text, select Link, then enter your desired URL). When a contact clicks the link, apply a “Re-engaged Contact” tag to them.
Click Save and exit
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Send your broadcast
Re-engagement Email Template Examples
Whether you want to use a lighthearted check-in to see if they are still interested or a high-value incentive to drive an immediate purchase, these templates provide the structure you need to move a contact from "Inactive" to "Engaged". Each template below is designed to tackle a different business goal while protecting your sender reputation. Choose the approach that best fits your brand voice and the specific reason your leads might have gone quiet.
1. The “We Miss You” Email
Subject Line Options:
“Hey [Name], remember us? We miss you!”
“We miss having you around, [Name]!”
Body:
We’ve noticed it’s been a while since you last engaged with us, and we just wanted to check in. We value your time and would love to reconnect. Is there anything we can help with?
Call to Action (CTA):
"Click here to visit our website"
2. The Personalized Offer Email
Subject Line Options:
“A little something to say we miss you, [Name]”
“Special offer just for you, [Name]”
Body:
We’ve missed having you with us, so here’s something special — just for you. Come back and enjoy [insert offer or discount].
CTA:
“Redeem your offer here”
“Start shopping now”
3. The Feedback & Improvement Email
Subject Line Options:
“Help us improve! We value your opinion, [Name]”
“We're listening, [Name]!”
Body:
Your feedback helps us do better. We’d love to hear how we can improve your experience.
CTA:
“Take our short survey”
“Reply with your thoughts”
4. The New Product or Service Announcement
Subject Line Options:
“Exciting news for you, [Name]!”
“New [Product/Service] alert — check it out!”
Body:
We’ve launched something new and think you’ll love it. Take a look at what’s fresh from [Your Brand].
CTA:
“Learn more here”
“Try it out today!”
5. The Social Proof Email
Subject Line Options:
“See what others are saying about us, [Name]!”
“[Name], hear from our happy customers!”
Body:
Don’t just take our word for it — here’s what others are saying about [Product/Service]:
“[Insert customer quote/testimonial].”
CTA:
“Read more testimonials”
“Explore our success stories”
18 Month Unengaged Contacts
As a user of Keap, you are able to enjoy the benefits of the combined deliverability reputation of all Keap users. This combination of authority results in highly deliverable emails that are more likely to reach your contact's inbox. Because of this, Keap has safeguards in place to ensure that the reputation of all our senders is protected.
When one of your contacts has been unengaged with your Keap platform for a period of 18 months, they are automatically marked as non-marketable and emails can not be delivered to them. There is not a manual way to mark them as engaged, or any other way to manually force Keap to send to them. As a Keap user, your only recourse is to send them a re-engagement email as described in this guide, and this will give them the ability to re-engage themselves.
Key Elements of a Successful Re-engagement Email
Personalization:
Use the recipient’s name and, if possible, reference their past behavior, purchase history, or preferences.Clear Call to Action:
Tell recipients exactly what you want them to do (e.g., click a button, complete a survey, visit your site).Compelling Subject Line:
Grab attention and clearly communicate the intent of the email.Concise, Engaging Content:
Keep the message focused, benefit-driven, and easy to read.Incentives (Optional):
Consider including a discount, free shipping, or bonus offer to motivate action.Segmentation:
Tailor your message to different groups of inactive contacts (e.g., based on product interest or inactivity duration).Testing:
A/B test subject lines, content, send times, and offers to optimize performance.
Final Tip
If contacts do not re-engage after a re-engagement series, consider removing or suppressing them to maintain a healthy sender reputation and comply with inbox provider expectations.
Looking for extra help?
If you’d like professional guidance with your email practices or recommended tools to improve your email practices and deliverability, check out these trusted partners:
- Email Deliverability specialist training, consulting and software
- List Cleaning
- Form Security
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