# Reengagement Email Plan

Reconnect with inactive recipients using demonstrated relevance, honest expectations, frequency choice, suppression, consent boundaries, and respectful exit.

## Usage note

Define inactivity from reliable signals and applicable consent, not from tracking assumptions alone. Make leaving or reducing frequency at least as clear as returning.

## How to use this template

1. Define eligible inactivity with reliable signals, data limits, relationship, and consent.
2. Exclude ineligible recipients and diagnose plausible needs or prior friction.
3. Offer one verified value with honest expectations and clear frequency or exit control.
4. Set sequence limits, suppression, preference, unsubscribe, and lifecycle rules.
5. Test state changes and review meaningful return and trust outcomes before closing.

## Blank template

### Audience and eligibility

- **Relationship and list source:** [Enter]
- **Message class and consent:** [Enter]
- **Inactivity definition:** [Action and period]
- **Signals and limitations:** [Enter]
- **Last meaningful action:** [Enter]
- **Plausible reason for inactivity:** [Evidence]
- **Eligible segment:** [Define]
- **Exclusions:** [Closed / Unsubscribed / Complaint / Bounce / Other]

### Value and message

- **Current relevant value:** [Enter]
- **Evidence it is available:** [Reference]
- **Task or destination:** [Enter]
- **Subject and preview:** [Draft]
- **Primary action:** [Enter]
- **Frequency or preference choice:** [Enter]
- **Unsubscribe or exit:** [Enter]
- **Claims or offer expiry:** [Enter]

### Sequence and suppression

- **Maximum messages:** [Enter]
- **Interval and timezone:** [Enter]
- **Stop on activity:** [Define]
- **Stop on preference or consent:** [Define]
- **Late-event behavior:** [Enter]
- **Account-state changes:** [Enter]
- **Retention or deletion decision:** [Owner/process]
- **Reply and support route:** [Enter]

### QA and review

- [ ] Recipient status is checked at send time.
- [ ] No shame, false urgency, or hidden consent restoration appears.
- [ ] Preference and unsubscribe paths work.
- [ ] Offer, feature, plan, and destination are current.
- [ ] Mobile, localization, accessibility, and dark mode were tested.
- **Outcome and guardrails:** [Return/preference/complaint/unsubscribe]
- **Decision:** [Continue / Change / Suppress / Close]
- **Owner and date:** [Enter]