Quiet subscribers still have wallets

Most brands treat a dormant subscriber like a lost cause. That's a mistake. When someone hits your dormant segment, they haven't disappeared. They've just gone quiet. There's a big difference.

Re-engagement Needs a Rhythm

If you email frequently, run a structured re-engagement sequence quarterly. If your cadence is lighter, semi-annually is probably enough.

The key is intention. Not random "we miss you" emails. Not desperation discounts. A clean, well-timed sequence that gives them a real reason to come back. Something that actually earns attention instead of begging for it.

Email Isn't Your Only Lever

Upload that dormant segment into paid social. Meet them where they're already spending time. They might not be opening your emails right now but they're scrolling Instagram and watching stories every day.

SMS can work too, but only if the message is genuinely valuable or timely. Otherwise it becomes noise and damages trust fast.

Stop Deleting People

Here's the bigger philosophy. You should almost never delete or permanently suppress a subscriber unless:

• The email address is invalid

• They unsubscribed

That's it. Outside of those two scenarios, keep them in a well-managed dormant segment and continue running thoughtful re-engagement campaigns over time.

Lists Are Assets

Too many brands shrink their lists out of fear or bad advice. The goal is to manage them strategically, not cut them down unnecessarily.

Get your deliverability foundation right. Segment with purpose. And be patient.

Most revenue is hiding in the parts of your list you've already given up on.

Best,
Alec

P.S. Have a topic you’d like us to cover in the next edition? Reply to this email and let us know! We're always eager to address.