The 3 emails that bring customers back
23% of dormant customers came back
The exact subject lines, body copy, and timing for a 23% reactivation rate.
The Steps
- 1Email 1 (day 30): 'We saved your spot' — soft check-in, no offer.
- 2Email 2 (day 45): 'On the house' — one specific perk, 7-day expiry.
- 3Email 3 (day 60): 'Last chance' — same perk, urgency-only language.
- 4Send between 8:30am and 9:30am Tuesday or Thursday.
- 5Plain-text email beats designed templates 2:1 for reactivation.
- 6Always sign with a real name and reply-to address.
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