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Re-engagement Email Benchmarks

Re-engagement email benchmarks including open rates, click-through rates, win-back rates, and strategies for re-activating lapsed subscribers.

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Re-engagement Email Benchmarks

Re-engagement emails (also called win-back emails) target subscribers who have stopped opening or clicking your emails over a defined period. They are designed to either re-activate the subscriber or confirm they want to remain on your list.

Metric Average Above Average Excellent
Open Rate 25-35% 38%+ 45%+
Click-Through Rate 3-6% 7%+ 10%+
Click-to-Open Rate 12-18% 20%+ 25%+
Re-engagement Rate 5-12% 15%+ 25%+
Unsubscribe Rate 2-5% Below 1.5% Below 1%
Spam Complaint Rate 0.1-0.3% Below 0.05% Below 0.02%

Benchmarks by Inactivity Period

Period of Inactivity Open Rate CTR Re-engagement Rate
30-60 days 30-40% 5-8% 15-25%
61-90 days 25-35% 4-6% 10-18%
91-180 days 20-30% 3-5% 5-12%
180+ days 15-25% 2-4% 2-6%

How to Improve Re-engagement Email Performance

  • Define inactivity clearly: Use 60-90 days of no opens as the threshold for re-engagement. Shorter periods catch subscribers early before they fully disengage. Longer periods may be too late.
  • Segment by reason for disengagement: Subscribers who stopped engaging after a purchase need different messaging than subscribers who never engaged at all. Tailor your approach to what is likely to re-activate them.
  • Make a clear ask: Tell subscribers what you want them to do. A single question ("Do you still want to hear from us?") with a simple yes/no option often performs better than a promotional offer.
  • Offer an incentive: A discount, free resource, or exclusive content can be the trigger that re-engages a lapsed subscriber. The incentive should be compelling enough to overcome the inertia of disengagement.
  • Give them an easy way to leave: Include a prominent "unsubscribe" link. Subscribers who have to hunt for the unsubscribe button are more likely to mark your email as spam.
  • Follow up with a sunset policy: If a subscriber does not re-engage after 2-3 win-back attempts, remove them from your active list. Continuing to send to unengaged subscribers damages deliverability for everyone else.
  • Test subject lines that acknowledge the gap: Subject lines that reference the time since last engagement ("It has been a while...") often outperform generic promotional subject lines for re-engagement campaigns.

Example Re-engagement Sequence

Email Send Time Content
Curiosity / Value Reminder Day 1 "We miss you" + best content they missed
Incentive Offer Day 5 Discount or exclusive content for returning
Final Check Day 10 "Do you still want to hear from us?" with preference centre link
Sunset Notification Day 20 "We are removing you from our list" + final chance to stay

Related Tools

Frequently Asked Questions

What is a good re-engagement email open rate?

A good re-engagement email open rate is 25-35%. Subscribers who have been inactive for 30-60 days are more likely to re-engage (30-40% open rate) than those inactive for 180+ days (15-25% open rate).

When should I send a re-engagement email?

Send the first re-engagement email after 60-90 days of inactivity. Earlier detection (30-60 days) makes re-engagement easier. After 180 days of inactivity, the likelihood of re-engagement drops significantly.

Should I remove subscribers who do not re-engage?

Yes. Implement a sunset policy that removes subscribers who do not re-engage after 2-3 win-back attempts. Continuing to send to unengaged subscribers damages your sender reputation, lowers your engagement metrics, and increases spam complaints. The health of your list matters more than its size.

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