How to run a Re-engagement Campaign for your Unengaged Contacts

Between 40%-60% of your database is unengaged!

So far as your enterprise and e-mail platform are involved, these contacts in your database may as nicely be digitally lifeless, mendacity dormant and gathering digital mud.

In case you are an occasion enterprise or a media writer, that is more likely to be your case. It’s costing you cash and damaging your popularity with sponsors and advertisers.

As loopy because it sounds, it’s an uncomfortable actuality that for when you and your advertising staff has to face. These contacts will not be including any worth to your 

Why You Ought to Care About Re-Engagement

Over time, even essentially the most priceless contact databases lose their edge. Folks disengage, roles change, and inboxes get cluttered. For event-led companies and media publishers, a bloated record of inactive contacts drains marketing campaign efficiency, skews reporting, and harms e-mail deliverability.

A strategic re-engagement marketing campaign helps you:

• Revive dormant curiosity in your occasions, subscriptions, or content material
• Establish high-value contacts earlier than they churn completely
• Defend sender popularity and enhance future deliverability

The 6-Step Re-Engagement Playbook

1. Establish Your Unengaged Contacts

In your e-mail advertising device it’s best to have the likelihood to simply isolate in an inventory the next:

• Contacts which have by no means opened/clicked in your emails
• Unsubscribed

You may also evaluation and cross reference them with:

• Contacts with no gross sales exercise logged on them
• Contacts that have been added to your DB greater than 4 years in the past
• Lapsed subscribers or members
• Inactive publication readers

Section them into:

• Nonetheless subscribed (protected to e-mail)
• Unsubscribed/inactive (use advertisements or third-party instruments)

2.  Use a Third Celebration Instrument NOT your HubSpot Account

Keep away from blasting chilly lists out of your main HubSpot portal or your major e-mail device.

As a substitute: Use third-party instruments like: Overloop , Mailshake, Lemlist. Predominantly you may be utilizing these instruments to fireplace out a key set of emails to probably a giant variety of contacts in a price environment friendly method.

It additionally helps preserving your benchmarks clear and your 

3. Craft the Proper Content material Sequence

Don’t simply ship them your standard kind of emails. They aren’t responding to them for a cause. So you will want to consider this just a little bit extra cautious.

Audit your finest content material, the perfect occasion recordings, previous occasions, webinars, movies… and so forth. Then curate the perfect of the perfect that you’ve got ever produced, guarantee that is worth add. Not gross sales.

Construct between 3–5 emails over 2–3 weeks, right here is an instance:

• Electronic mail 1: “Nonetheless with us?” – ask a easy query or supply a priceless useful resource
• Electronic mail 2: Share a pattern report or top-performing piece of content material
• Electronic mail 3: Spotlight a related occasion, speaker, or session
• Electronic mail 4: Reintroduce your model’s worth proposition
• Electronic mail 5: Final probability to remain linked (with a delicate opt-in CTA)

4. Construct a Re-marketing Marketing campaign with Paid Advertisements

Use these identical lists/segments to construct remarketing advertisements on LinkedIn, search and the instruments that apply most to your viewers. That is completely essential.

These contacts did not have interaction with you through e-mail, you MUST attempt to have interaction with them by means of a special channel.

Serve them:

• Occasion spotlight reels
• Your finest keynote speaker bulletins
• Subscriber-only content material promos
• Your most precious downloadable, and make it free

5. Monitor, Tag, Take a look at

It’s tremendous necessary that you just use UTMs and Marketing campaign Tags to trace any behaviour or engagement again into HubSpot. Construct lists to tag contacts who re-engage:

• Opened or clicked
• Re-subscribed
• Registered or downloaded

Use this perception to:

• Create hotter lists for future campaigns in your major device
• Hold a sizzling remarketing record which you can all the time use

6. Cull the Actually Disengaged

After 30–45 days, take away or archive contacts who didn’t have interaction from HubSpot. For those who determine to maintain them someplace, guarantee you’re all the time excluding them from emails, experiences and so forth.

This isn’t a loss—it’s a reset. You’re bettering efficiency, deliverability, and readability.