Wake Up, Sleepy Subscribers! A Guide to Bringing Them Back

Hey Newsletter Creators,

Ever glance at your subscriber list and think, “Half of you ghost me like an ex—where’d you go?” You’re not alone.

Dormant subscribers are a normal part of newsletter life, but leaving them dormant forever is like dragging around a bunch of unopened letters you never mailed.

Good news: Re-engagement doesn’t have to be awkward. I’ve got a few win-back ideas to turn your silent sub count into “OMG, I forgot how good this newsletter was!”

Quick Favor First: We’re planning new issues and want your input on what you’d like to see more of—monetization tips, growth hacks, behind-the-scenes stories, or something else entirely. Let us know in this ultra-quick poll. Your voice = our content.

1. Identify the Sleepers

First: figure out who’s actually snoozing. Don’t guess; use your email platform’s data. Both Beehiiv and Kit have segment capabilities. Make one for “non-openers for 90 days” or 30 days, depending on your send frequency.

• Create a Segment: Filter “hasn’t opened for [X timeframe].”

• Check for Apple Privacy: Remember, Apple Mail Privacy may artificially inflate your open rates. So rely on clicks or last engaged data if possible.

Curious about how Apple’s Privacy changes impact segmentation? Read Apple & Email Engagement Guide.

2. Personalize a Win-Back Email

“Nobody’s opening my email? Let me just say HELLO IN ALL CAPS!”—No. Let’s be witty and eye-catchy instead.

• Subject Line: “We Miss You (But No Pressure!)” or “Still into [Topic]? Let’s Chat!”

• Short & Sweet: Don’t rant. A breezy note that says, “Hey, noticed we haven’t caught up in a while. No guilt trip—just checking if you’re still into this!”

• Inject Personality: A tiny joke, a GIF, or a quick poll: “Still love [Topic]? Yes / No / Maybe.”

3. Offer Immediate Value

Think freebies, exclusive content, or a quick tutorial. Give them a reason to say, “Sure, I’ll click that.”

• Free PDF: These are usually the winners! We will be sharing some ideas on this soon.

• Exclusive Webinar: “Join our private Zoom chat next week—limited seats—where we’ll reveal an upcoming product or hot tip.”

• Sneak Preview: Show them a snippet of something new or an inside scoop.

4. Automate That Flow

If you have to send “I miss you” emails manually, you’ll forget or lose steam. Let your platform do the heavy lifting:

1. Build a Simple Sequence:

   • Email 1: Friendly re-intro.

   • Email 2 (a few days later): “Hey, in case you missed it…” + a cool resource.

   • Email 3 (final chance): “Want to keep hearing from us or should we say goodbye?”

2. Track Clicks

   • If they click ANY link? Move them back to “Active.”

   • If they ignore everything? It’s time to say goodbye and unsub the list. Why? In the long run, having a big list of emails that do not open or engage, will hurt your email reputation.

Pro Tip: Don’t Guilt-Trip Them

Don’t say, “WHY WON’T YOU OPEN MY EMAIL???” That’s weird. Instead, keep it warm and breezy: “Life’s busy, right? Thought I’d drop in and see if you still love [Topic].”

5. What If They Don’t Come Back?

It’s okay. Some folks have truly moved on. Better to cut them off than drag a bunch of unengaged addresses—which can hurt deliverability and inflate costs if you’re paying per subscriber.

• Respect the No: If they stay quiet after your final notice, remove them or mark them inactive.

• Clean Your List: Less unengaged folks = better open rates, fewer spam complaints, and healthier deliverability.

• Celebrate the Freed Space: A smaller, but more engaged list is a win. Those who remain are your real fans.

Quick Recap: The “Dormant Revival” Plan

1. Identify your non-openers via segments.

2. Personalize a “We Miss You!” or “Still Interested?” email.

3. Offer Immediate Value: freebies, exclusive content, or a mini tutorial.

4. Automate the flow so you can set-and-forget.

5. Let Them Go if they stay silent—no hard feelings.

P.S.

Still worried about losing subscribers who might eventually come back? That’s normal—FOMO is real. But remember, a clean, active list is gold. Try a gentle approach first (some folks just need a nudge!), and if they don’t bite, it’s best to move on.

Got a sweet or funny “We Miss You” line you’ve used? Hit reply! We’d love to see it—and maybe share your brilliance in a future edition of GoLetter.

Until next time,

The GoLetter Team