If you've used different subject lines, tried different send times, mixed up your content, and your subscribers still won't engage with your emails — it's time to launch some re-engagement email campaigns.
According to a study by Salesforce, 63% of marketers said that re-engagement campaigns are "very effective." A study by Return Path found that 45% of recipients who had received win-back emails read subsequent messages. By sending a re-engagement email to your inactive subscribers, you'll see who is still interested in your brand and is likely to generate some immediate sales.
To get you inspired, here are a few awesome ways different brands have approached re-engagement emails. And you can always come to our team of email experts for stunning campaigns of your own.
Twelve real-world examples
1. Pottery Barn
Subject line: We've Missed You! Here's 15% OFF EVERYTHING – Even Furniture!
Pottery Barn — win-back / re-engagement email 2. ShoeBuy
Subject line: We Want You Back!
ShoeBuy — win-back / re-engagement email 3. 1-800-Flowers.com
Subject line: Just Remember... We Just Love Treating You: Shop Our Sale & Get 20% off Everything!
1-800-Flowers.com — win-back / re-engagement email 4. SkillShare
Subject line: It's Been a While!
SkillShare — win-back / re-engagement email 5. Urban Outfitters
Urban Outfitters has used playful, on-brand re-engagement creative—often leaning on humor, product storytelling, and FOMO rather than a single discount headline. Pull their archive for subject-line inspiration that matches your voice.
Urban Outfitters — win-back / re-engagement email 6. YOOX.COM
Subject line: There's Still Time!
YOOX.COM — win-back / re-engagement email 7. West Elm
Subject line: 20% Off. Because We Miss You
West Elm — win-back / re-engagement email 8. West Elm
Subject line: We Still Miss You. (And You Still Have 20% OFF!)
A second win-back from the same brand—layering urgency and repeating the offer for subscribers who did not convert on the first send.
West Elm — win-back / re-engagement email 9. Mark and Graham
Subject line: 20% off Because We Miss You!
Mark and Graham — win-back / re-engagement email 10. Williams-Sonoma
Subject line: We've Missed You – NEW Special Offer Inside
Williams-Sonoma — win-back / re-engagement email 11. Williams-Sonoma
Subject line: WE MISS YOU! Don't Pass Up This Unique Code Inside + Complimentary Shipping
Another variation from the same retailer—escalating the offer with a unique code and shipping incentive.
Williams-Sonoma — win-back / re-engagement email 12. Pottery Barn Kids
Subject line: We Miss You! We're Singling You Out for This: 20% OFF Expires TONIGHT
Pottery Barn Kids — win-back / re-engagement email
What if they still don't engage?
What's the worst-case scenario? They'll want to unsubscribe — and that's all right too. At least you'll be able to clean up your email list. It's really a win-win.
If people do choose to unsubscribe from your emails, you can always use the opportunity to connect with them via different channels. At the end of the day, that is the point of marketing — creating multiple touchpoints.
HubSpot has been widely referenced for a humorous video experience on their unsubscribe flow — not only entertaining, but also directing people toward other ways to stay engaged with the brand. Worth studying when you design your own preference center and exit paths.
Want re-engagement campaigns that fit your brand voice and margins? We design and run win-back and sunset programs for eCommerce brands every day. Book a call →