Email Marketing Google Doc #106

Re-Engagement Campaign Brief

Plan a win-back campaign for inactive subscribers with segment rules, inactivity thresholds, message angles, offers, sunset criteria, and measurement notes.

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What's Inside

Decide who to win back, who to suppress, and what to say before sending another email.

This brief helps email teams build a re-engagement campaign with clearer rules. Use it to define inactivity thresholds, segment logic, deliverability risks, value proposition, incentive strategy, email sequence, suppression criteria, sunset policy, and post-campaign decisions for subscribers who still do not engage.

Inactive audience definition

Set inactivity windows by opens, clicks, purchases, product usage, last visit, or lifecycle stage so the campaign targets the right subscribers.

Win-back sequence plan

Map the re-engagement emails with timing, subject-line direction, message angle, offer, CTA, and fallback step.

Sunset policy

Define when to stop sending, how to notify subscribers, which contacts to suppress, and what exception rules should apply.

Deliverability safeguards

Document frequency caps, risk segments, list-cleaning steps, authentication checks, and performance thresholds for stopping or adjusting the campaign.

Template sections

Use these sections to separate recoverable subscribers from dead weight and run a re-engagement campaign with clear rules.

01 Campaign overview

Capture goal, audience size, inactivity definition, business reason, owner, launch date, and status.

02 Segment rules

Define inactive groups, exclusions, high-risk contacts, recent buyers, active product users, and suppression criteria.

03 Message strategy

Choose the reason to return, offer, objection to address, tone, CTA, and subject-line angles.

04 Sequence architecture

Plan each email, delay, trigger, conditional branch, and end state.

05 Sunset policy

Document when subscribers should be suppressed, what final message they receive, and how the list is cleaned.

06 Risk and compliance

Review consent, regional rules, frequency caps, deliverability concerns, and unsubscribe handling.

07 Measurement plan

Track reactivation rate, clicks, conversions, unsubscribes, complaints, list reduction, and deliverability changes.

Who This Template Is For

Email marketers, lifecycle teams, marketing operations teams, newsletter operators, and CRM teams that need to re-engage inactive subscribers without damaging deliverability.

How To Use It

Define inactivity before writing copy. Segment the audience, plan the sequence, set the sunset rules, and agree on the thresholds that decide whether a contact stays, gets suppressed, or moves to another nurture path.