Not every lead is lost — some are just quiet. Inactivity doesn’t always mean disinterest, but it’s a strong enough signal that you should check in. Re-engagement campaigns give you a low-friction way to revive attention, reset expectations, or gracefully part ways.
The key is triggering those campaigns automatically based on reliable inactivity signals, not gut feelings or one-size-fits-all time delays.
Solution: Detect Inactivity and Act On It
To build an effective re-engagement campaign, you need two things:
- A trackable indicator of disengagement (clicks, visits, form fills, etc.)
- A triggered automation that adapts to where the lead is in your funnel
It’s not just about sending a “We miss you” email — it’s about designing a logic path that gives people a clear path to re-engage or cleanly exit.
How We Do It in Klaviyo
Step 1: Define What “Inactive” Means
Use Klaviyo’s segment builder to create a dynamic segment like:
“Hasn’t clicked or opened an email in the last 60 days”
AND
“Is not suppressed”
This automatically updates in real time.
Step 2: Build a Re-Engagement Flow
Set this segment as the trigger for an automated flow.
Best practice:
- 1st email: quick value (ebook, discount, tool)
- 2nd email (after 3–5 days): “Still want to hear from us?” with preference center link
- 3rd email (optional): “We’ll stop sending soon unless you click”
Step 3: Track Outcomes and Exit Criteria
Use email clicks or preference center updates to remove contacts from the segment. Those who re-engage re-enter standard marketing flows.
How We Do It in Salesforce Marketing Cloud
Step 1: Build an Engagement Data Extension
Create a DE that tracks last engagement timestamp (based on clicks or site visits). Update it through Journey Builder or Automation Studio.
Step 2: Set Up a Filtered Journey Entry
Filter by:
Last Engagement Date > 60 days ago
AND
Status = MQL or earlier
AND
Not already in Re-Engagement Journey
Step 3: Design the Journey
Structure the journey to:
- Offer value upfront
- Provide an option to snooze or opt out
- Flag re-engaged leads (via updated DE or Salesforce activity)
Re-engaged leads can be routed back to nurture tracks or SDRs depending on context.
Pro Tips
- Never rely on email opens alone — use clicks, site visits, or form fills as your trigger logic
- Consider different thresholds based on lifecycle stage (e.g. MQL vs. SQL)
- Automate a “cool down” period before re-enrollment — don’t loop leads through repeatedly
- Include links to update preferences, not just an unsubscribe
Final Thought
Re-engagement campaigns are like polite nudges at the right time — not spammy resurrections. When powered by good logic and thoughtful timing, they become one of the highest-ROI automations in your stack.
If you need help wiring this up across platforms, Langer Labs can take it off your plate.