🔄 RE-ENGAGEMENT FRAMEWORKS

26. Dormant User Email Sequence

Context: Win-back campaigns can reactivate 10-20% of dormant users Why Test This: Cheaper than acquiring new users

Framework - 3-Email Revival:

EMAIL 1: Check-In
Subject: We miss you, [Name]

Quick check-in: Everything okay with [Product]?

Noticed you haven't been active. Did you:
→ Run into an issue?
→ Find what you needed?
→ Need a refresher?

Reply and let me know how I can help.

---

EMAIL 2: What's New
Subject: Here's what you've missed

[Name], we've shipped some updates since you last logged in:

→ [New feature relevant to them]
→ [Improvement to existing feature]
→ [New integration/capability]

[Customer] came back after [timeframe] and immediately got [result] with [new feature].

Worth another look?

---

EMAIL 3: Last Call
Subject: Should we close your account?

[Name],

We haven't seen activity in [timeframe].

Before closing your account on [date]:

→ Stay: [Reactivate button]
→ Talk: [Book call]
→ Export data: [Get your data]

What would bring you back?

[Your Name]

Test Variables:

• Timing: 30/60/90 days inactive
• Tone: Concerned vs. neutral vs. promotional
• Incentive: Discount vs. new features vs. none
• Sender: Founder vs. support vs. account manager

27. Website Retargeting Ad

Context: Visitors who don’t convert first visit Why Test This: Already showed interest

Framework:

Headline: "Still thinking about [outcome]?"

Body:
You checked out [Product] but didn't [convert].

What's stopping you?

→ Questions? [FAQ link]
→ See pricing → [Link]
→ Watch demo → [Link]

[Social proof line]

[Offer if applicable]

Test Variables:

• Retarget window: 7 days vs. 30 days vs. 90 days
• Creative: Static vs. video vs. carousel
• Offer: Discount vs. trial extension vs. none
• Audience segment: Page visited, time spent, etc.