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How to send a re-engagement campaign?

N.Makarov
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Summary

Introduction

Re-engagement campaigns help you reconnect with inactive contacts and confirm whether they still want to receive emails from you.

They can help you clean your contact list, refresh consent, improve engagement, and maintain better deliverability by focusing your future campaigns on contacts who are still interested in hearing from you.

In this guide, you will learn how to create your own re-engagement campaign in Mailjet. You can build your own email directly in the Email Editor and adapt the message to your brand, audience, and consent process.

Start creating your re-engagement campaign

Step 1: Identify inactive contacts

Start by choosing the contacts you want to re-engage.

For example, you may want to target contacts who:

  • Have not opened your emails in the last 3, 6, or 12 months
  • Have not clicked any links in your recent campaigns
  • Have not interacted with your brand for a long period of time
  • Need to confirm that they still want to receive your emails

You can create a segment in Mailjet based on contact activity, then use this segment as the audience for your re-engagement campaign.

Your definition of an inactive contact depends on how often you send emails. For example, a contact may be considered inactive if they have not opened or clicked your emails for 3, 6, or 12 months. If you send emails frequently, you may want to re-engage contacts sooner.

Step 2: Plan your re-engagement message

Before designing the email, decide what you want the contact to do.

For a consent or reconfirmation campaign, the main goal is usually simple: ask contacts to confirm that they still want to receive your emails.

Your message should clearly explain:

  • Why are you contacting the recipient
  • What type of emails will they continue receiving
  • What action do they need to take to stay subscribed
  • What may happen if they do not confirm

You can send a single re-engagement email or create a short series with our Automation feature. For example:

  1. First email: Ask if the contact still wants to hear from you.
  2. Second email: Remind them what they will receive if they stay subscribed.
  3. Final email: Let them know this may be their last chance to confirm before you stop sending them marketing emails.
Keep each email short and focused. The goal is to make the confirmation action easy to understand.

Step 3: Create your re-engagement email

Go to Campaigns and create a new email campaign.

Choose a subject line, select your audience, and continue to the email design step.

When choosing how to design your email, you can use:

  • A new design created with the Email Editor
  • An MJML or HTML template created by your own team

Your subject line should be clear and direct, so contacts immediately understand why you are contacting them. Good examples include:

  • Still want to hear from us?
  • Should we keep in touch?
  • Do you still want to receive our emails?
  • We would love to stay connected

For most users, we recommend using the Email Editor, as it allows you to create and customize the campaign without coding.

Keep the email short, simple, and focused on one action: asking the contact to confirm whether they still want to receive emails from you. Avoid adding promotional content or multiple calls to action. Extra offers, product updates, or unrelated links can distract from the main purpose of the campaign and make it less clear what the contact needs to do.

Step 4: Add your confirmation button

In your email, add a clear call-to-action button, such as:

"Yes, keep me subscribed"

This button should allow you to identify contacts who want to remain subscribed. There are two main ways to do this.

👉 Option 1: Use the button click as confirmation

The easiest option is to use the click on the confirmation button as proof that the contact wants to stay subscribed.

In this case, the button can link to a simple confirmation page or a thank-you page. After the campaign is sent, you can export the list of contacts who clicked the Yes, keep me subscribed link from your campaign statistics and use this information as proof of confirmation.

Make sure the button text is clear, so contacts understand that clicking it confirms they want to continue receiving your emails.

👉 Option 2: Link to a confirmation page or form

You can also link the button to a dedicated page or form where contacts can confirm their subscription or update their email preferences.

For example, you can link the button to:

  • A confirmation page on your website
  • A Mailjet Landing Page
  • A form where the contact can update their email preferences
  • Any other page your company uses to record consent or preferences
The confirmation button should not link to the unsubscribe page. It should link to a page or form that allows you to record that the contact wants to remain subscribed.

Step 5: Keep the unsubscribe link

Your re-engagement email must still include an unsubscribe link, even if the main goal is to ask contacts to confirm that they want to stay subscribed.

This gives recipients a clear way to opt out if they no longer want to receive your emails and helps ensure your campaign remains compliant with email marketing requirements.

In Mailjet, you can add an unsubscribe link to your email footer so contacts can easily remove themselves from your list. For more information, see our guide on managing unsubscribe links.

Step 6: Send the campaign

Once your email is ready:

  1. Review the campaign content.
  2. Send a test email to yourself or your team.
  3. Check that the confirmation button works correctly.
  4. Check that the unsubscribe link is present and working.
  5. Send the campaign to your inactive contacts or re-engagement segment.

Example of a re-engagement email

Here is an example of a re-engagement email that you can use as a starting point when creating your own campaign.

How to show proof of consent

After sending the campaign, you can use campaign statistics to identify contacts who clicked your confirmation button.

To view this information:

  1. Open your campaign statistics.
  2. Go to the Links tab.
  3. Еxport the list of contacts who clicked it.

If you are using a Mailjet subscription form to collect re-engagement consent, you can find more information about consent and email compliance in our guide: How to prove my contact’s consent?

What to do with contacts who do not confirm

After your re-engagement campaign, you may decide to remove or exclude contacts who did not confirm their interest.

For example, you can:

  • Create a new list of contacts who clicked the confirmation button
  • Continue sending only to contacts who confirmed
  • Remove inactive contacts from future marketing campaigns
  • Add non-confirmed contacts to an exclusion list

This helps you focus future campaigns on contacts who are still interested in hearing from you.

If contacts do not confirm or continue to ignore your emails, avoid keeping them in future marketing campaigns indefinitely. Continuing to email contacts who are not interested can harm your engagement and deliverability.

Best practices

  • Keep your re-engagement campaign simple and focused.
  • Use a clear and honest subject line.
  • Personalize the email when possible.
  • Make the confirmation action easy to find.
  • Use one main button so the recipient knows exactly what to do.
  • Avoid making the email promotional.
  • Clearly explain what type of emails the contact will continue receiving.
  • Test your subject line, content, and sending time when possible.
  • Always include an unsubscribe link.
  • Remove or exclude contacts who do not confirm, based on your internal policy.