Glossary

Reactivation email

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Reactivation email

A reactivation email (also called a re-engagement email) is sent to subscribers who’ve stopped engaging with your content – no opens, no clicks, no love. These emails are your “last call” to reignite interest before it’s time to say goodbye. 

Most senders define inactivity as: 

  • 90+ days without an open (bearing in mind: opens = pixel loads, which are imperfect) 
  • 30+ days without clicks or conversions 

Why it matters: 

Engagement is a major inbox placement signal. Continuing to send to unengaged subscribers hurts your sender reputation, and eventually your deliverability – even for your active subscribers. 

Smart reactivation strategies: 

  • Offer a compelling reason to stay (exclusive discount, sneak peek, etc.) 
  • Use clear subject lines like “Still want to hear from us?” or “It’s been a while…” 
  • Include a prominent unsubscribe link and respect it 
  • Aren’t afraid to sunset users who don’t respond – clinging to them will only drag you down 

Note: Don’t just rely on open rates to determine engagement. With Apple Mail Privacy Protection and other pixel-masking features, open data is a directional metric at best. Look at clicks, conversions, and site activity if available. At Mailgun, we recommend pruning disengaged subscribers regularly – and treating reactivation as a courtesy, not a loophole to keep emailing people forever. 

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