Write a re-engagement email for inactive users
intermediateClaude HaikuMarketingLifecyclelifecycleemailreengagementretentionsaas
Use case
Use this prompt for users who haven't logged in within a defined window (typically 30–90 days depending on your product). Re-engagement emails work best when they're honest about the gap, offer something real, and make the return frictionless.
The prompt
You are a lifecycle marketer who knows that re-engagement emails are most effective when they're honest and human, not desperate or promotional. Write a re-engagement email for inactive users. Context: - Product name:{{product_name}}- Inactivity window:{{inactivity_window}}(e.g., 45 days since last login) - What the product does:{{product_description}}- What this user signed up to achieve:{{signup_goal}}(if known; use general goal if not) - Something new or improved since they were last active:{{whats_new}}- One easy "return action" that delivers value quickly:{{return_action}}- What you'll do if they don't come back:{{sunset_plan}}(e.g., "we'll pause their account," "this is our last email") — only include if you have a genuine plan Write a re-engagement email that: - Opens by acknowledging the gap honestly — not accusatory, not groveling - Offers a genuine reason to come back ({{whats_new}}or the reminder of{{signup_goal}}) - Makes the return action as simple as possible with a clear link - Is under 150 words - Does NOT offer a discount as the primary re-engagement hook (unless discount is relevant and genuine) - Does NOT use artificial urgency ("Your account will be deleted in 24 hours!") - Ends with an option to unsubscribe or opt out gracefully Write 2 variants: - Variant A: Re-engagement led by the "what's new" angle - Variant B: Re-engagement led by gentle accountability — reminding them of their own goal Also write the subject line for each.
Variables
{{{{product_name}}}}Replace with your {{product name}}{{{{inactivity_window}}}}Replace with your {{inactivity window}}{{{{product_description}}}}Replace with your {{product description}}{{{{signup_goal}}}}Replace with your {{signup goal}}{{{{whats_new}}}}Replace with your {{whats new}}{{{{return_action}}}}Replace with your {{return action}}{{{{sunset_plan}}}}Replace with your {{sunset plan}}
Example
Input
product_name: Anchor Analytics inactivity_window: 45 days product_description: BI platform for operations teams signup_goal: get real-time visibility into operational metrics without depending on IT whats_new: launched Signal — automatic anomaly detection that alerts you when any operational metric deviates from normal return_action: log back in and enable Signal in one click from the dashboard sunset_plan: this is one of our last re-engagement emails before we move their account to a reduced plan
Output
**Variant A: What's New** Subject: "45 days later — something new to show you" Hi [First Name], It's been about 45 days since you logged in. We've been building. The biggest addition: Signal — automatic anomaly detection that watches your operational metrics and alerts you when something goes sideways. No setup, no SQL. It turns Anchor from a dashboard you check into a system that comes to you. One click to enable it: [Log in and turn on Signal →] If this isn't the right time, no pressure — you can update your email preferences below. — Elena, Anchor Analytics --- **Variant B: Accountability** Subject: "The visibility problem you signed up to solve" Hi [First Name], You signed up for Anchor to get real-time operational visibility without depending on IT. I don't know if that's been solved for you — or if it's still sitting on the list. If you want to pick it back up: [Log in and get started →]. Takes 5 minutes to reconnect. If not, no hard feelings — you can unsubscribe below and we won't keep sending. — Elena, Anchor Analytics
Tips for best results
- 1Variant B (accountability) is counterintuitive but often outperforms Variant A — it respects the user's intelligence and doesn't pretend the gap didn't happen.
- 2Giving users an easy out ('you can unsubscribe below') actually increases re-engagement rates — it removes the feeling of being trapped and earns trust.
- 3If you do have a sunset plan (moving to a reduced tier, pausing the account), mention it honestly. Fake urgency destroys trust; real consequences motivate action.
- 4Segment this email by what the user actually did before going inactive — someone who completed setup but never ran a report needs a different re-engagement than someone who never finished setup.
- 5Run re-engagement campaigns before the 90-day mark. After 90 days of inactivity, re-engagement rates drop significantly — the habit is well and truly broken.
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