Steal my Cold-Subscriber Re-engage & Cleanup Email Series
If your email list is anything like mine, you eventually get a big chunk of subscribers who just don’t open your stuff anymore.
In the marketing biz, we like to call these folks cold subscribers.
Before we dive into this conversation, I want to throw the biggest disclaimer your way. Cold subscribers don’t necessarily mean your email strategy isn’t working.
People skipping your emails won’t always mean you need to make some big, dramatic change, email your list 5 times a week, or swap your email strategy altogether.
Here’s the reality – people are intricate beings. And if we’re being honest, we’re all also kind of fickle.
Sometimes they’re not in any mood to open emails; sometimes they’re totally boycotting yours. Maybe they adore your emails but feel a lil twinge of guilt every time they see them because they haven’t bought from you yet. Maybe they’re in a wild season of life!
It’s also possible that both you and the person who subscribed to your email list just don’t click anymore – and there’s nothing wrong with that.
The problem? Hanging onto cold subscribers for the sake of a higher number on your list (don’t laugh, we all do it) doesn’t really help you.
It can drag down your open rates, mess with deliverability, and even zap the energy out of you when you’re sending top-notch emails but your open rates are stunningly low.
It’s time, pal. It’s time to do the hard (but helpful) thing. It’s time to clean out your email list.
But wait! Instead of just selecting every cold subscriber on your list and deleting them from your life ASAP, give your chilly folks a chance to revive themselves on your list before they’re gone forever.
Re-engaging & Reviving Your Email List Before Deleting Subscribers
Giving your email list a little spit shine isn’t just about removing dead weight or boosting your ego with better open rates. It’s also about reclaiming the energy of your aligned, most likely-to-convert people who might have been just a little too busy to open your emails lately.
When subscribers stop opening your emails, it’s easy to jump to the conclusion that they’re:
Not interested in anything you’re saying
Completely offended by how you sold your offers twice last week
Totally hate you (just kidding, pal)
In reality? They might be overwhelmed. Distracted. Or they just haven’t seen the right message at the right time.
This is exactly why a re-engagement sequence can work wonders for you.
It’s sort of this last-minute nudge that acts as a low-pressure invite to re-engage. It’s also an opportunity for a moment of genuine connection that says, “hey – I see you, friend. If this isn’t your jam anymore, that’s cool. But if it is, I’m sending you a lifeline!”
And honestly? You’d be surprised how many people connect with that.
Why This Matters: The Sales Psych Behind the Re-engage Sequence
Obviously, trimming up your list will help you have a better read on your ideal people – you know, the ones who are more likely to convert because they’re actually opening your emails!
But the cold subscriber sequence can also help you plunge a little revive into folks who might actually be your ideal clients – they’ve just sat dormant for a while. All they need? A little jolt of inspo to remember you’re there, you’re for them, and you’ve got what they need.
And of course, there are always reasons behind why this kind of thing works. From a sales psychology perspective, here’s what’s happening:
Loss Aversion: This sequence hits the nail on the head with the fact that people are more motivated by not losing something than gaining something new. In other words, they might not realize they want to stay until it’s about to disappear! They might not care about every email you send. But the moment you say, “Hey, you’re about to lose access,” their brain kicks into “Wait, do I want this after all?” mode.
Autonomy = Trust: Giving people a clear choice to stay or go reinforces trust. You’re not clinging or begging. You’re saying, “This is totally up to you, and I respect whatever you choose.” That reminds people they’re in control, and it makes people feel safer. That kind of trust makes them more likely to stick around, too.
Pattern Disruption: A playful subject line like “plot twist: it’s cool if you ghost me” (my go-to for this, by the way stands out in an inbox full of sales-y sameness. It disrupts the scroll, grabs curiosity, and gives people a reason to re-engage. You know, the entire point of a great subject line.
Reciprocity: Offering a lil gift (like a discount or freebie) builds goodwill. Even if they weren’t opening before, now they’ve got a reason to click and come back to life.
It’s never just about tidying up your list. It’s about reviving your relationship with the people who could still be a yes – and it helps set the stage for stronger, more profitable connections going forward.
The Cold Subscriber Re-Engage & Revive Sequence: It’s Yours
The actual emails you send to re-engage or clean out your list can be intimidating. And that makes sense, right? We want to give people the honest truth – if they don’t engage in some way, they’re getting kicked off your list.
The plot twist? We want to say this is a kind, on-brand way that doesn’t sound like, “Hey, I’m kind of pissed you stopped opening my emails so I’m getting rid of you!”
I get that the balance of reengagement and “this is your final notice!” is tough, so I’m giving you a peek at one of my fave 3-part engagement sequences that you can totally steal, customize, and use on your own list.
EMAIL 1: THE “NO HARD FEELINGS” CHECK IN
This email is the most important one (in my humble opinion. This email should be a direct line straight to your cold subscriber, saying: “Hey, listen, I noticed you’re not opening emails anymore, and I totally get where you’re coming from. I’m cleaning up my list and I’d love to make it easy for you if this list isn’t a good fit anymore.”
But instead of guilting your people or calling them out, you’re just acknowledging the vibe and giving them an easy out if your list isn’t the right fit for them anymore. Your also giving them a clear call to action – they just get to choose the action.
Email #1 – The Template
Here’s Why Email #1 Works
The first email in this series is all about disarming resistance. You’re not guilt-tripping them or begging for someone to please open your emails – you’re just making a space for choice. That kind of directness and autonomy is what pulls people right back in.
Remember, autonomy means trust. When you remind people they have the freedom to choose (Without guilt! Without pressure!), they feel safe, and safety leads to trust. And trust, by the way, leads to action. The clear message is “you get to decide – and whatever you decide is cool!” We’re hardwired to resist pressure and control – so when your email says, “I’m alright with you peacing out if that’s what you want!” it flips the script a bit. Now, the decision to stay feels empowering, intentional, and within their control.
Giving people tiny, low-effort decisions creates a micro-yes – and that primes them for bigger yesses later. The email asks for a single thing – click a button to decide. Either stay or leave. It’s easy. And that kind of easy choice reactivates someone's sense of connection to your brand. If they do choose to stay, they’re way more likely to open the next email because they’ve reopted in – intentionally.
People respond best to kindness and honesty because it means emotional safety. People don’t actually want to feel called out or judged. When you present their cold subscriber status as a casual acknowledgment and give them an easy path forward, you disarm their defensiveness and build emotional safety. And emotional safety is a key factor in someone being more likely to open your emails. Think about it…would you want to open an email if you thought someone was going to scold and shame you?
Offering them a small thank-you gift if they stay creates a sense of value, and it encourages them to give back. And maybe, just maybe, they’ll give back attention. We call this reciprocity in the biz. That lil reward for clicking stay – whether it’s a discount or bonus freebie – taps into the reciprocity principle.
EMAIL 2: THE “LAST CHANCE, BUDDY” NOTE
You gave your people a clear, “hey! This is what I’m doing” – now it’s time to let them know that you’re actually doing it. You sent them your very chill, very kind “no hard feelings” checkin, so now you’re letting them know:
“I’d love for you to stick around – so if you want to, tell me! Otherwise, I’ll take care of the details for you and unsubscribe you (with love).”
This email should still feel warm and easygoing, just a little more definitive. You’re not being mean or dramatic. Just clear. It’s like giving someone a wave goodbye before you leave the building – it creates a lil closure.
Email #2 – The Template
Here’s Why Email #2 Works
This email is responsible for nudging those indecisive subscribers to make a choice (any choice is cool, they just have to pick one!). In sales psychology, that’s called creating urgency.
People are more likely to act when time is limited. The important thing is your not faking urgency to get a reaction – you’re actually doing a thing and you want them to be aware of it. That’s real! That kind of authentic time sensitivity taps into that loss aversion bit we talked about before.
People crave resolution. Even if we’re not sure we’re interested. This email gives people a moment of clarity. Whether they choose to stay or leave, they know what’s happening. No lingering. No confusion. Just a clean decision. People love that. And for the pals who do decide to stay? You just reinforced a connection with them and they chose you again. Powerful stuff.
Most people don’t act the first time they see something. Repetition helps solidify the message. This email repeats the call to action from Email 1, but with a little more oomph behind it because it’s their last chance. You’re showing up again, reminding them what’s at stake, and offering one more chance. That consistent (but kind!) follow-up helps move people from “maybe later” to “Oooo, I better click.”
And one final nudge of reciprocity. That thing you’re offering them is a final and gentle nudge that says: “Even now, I’ve got something valuable for you.” And that’s hard to ignore. People love feeling appreciated. That little reward might be the thing that pushes them to hit that Stay Subscribed button.
EMAIL 3: THE “AREN’T YOU GLAD YOU STAYED?” GIFT DROP
They clicked stay. They chose you.They’re in. Now it’s your turn to say, “we’re so back, baby.”
This email should feel like a big ol’ hug with confetti. It’s warm, personal, and celebratory, because they didn’t just forget to unsubscribe – they actively decided you’re worth staying subscribed to. And that deserves a special thank you!
Email #3 – The Template
Here’s Why Email #3 Works
This email isn’t just a feel-good, have-a-gift note. It’s your re-engagement ignition switc. In other words, it’s the message that transitions someone from passive email opener back into active, emotionally-connected subscriber.
Here’s why it works so well from a sales psychology lens:
People love when they feel like they made a good choice. This email confirms that. When someone chooses to stay on your list, they’re not just saying yes to you, they’re saying something about themselves. You’re giving them a mini identity boost and splash of the unity principle: “You’re the kind of person who values what I share. You’re in the loop. You’re part of this. That reinforcement taps into the consistency principle – once we declare or demonstrate a belief or action, we’re more likely to continue behaving in ways that align with that choice (like opening your emails).
A reward received = a brain that wants more. You promised them something. They anticipated a gift. Now’s the time to deliver it. That moment of follow-through does so much more than just make you look organized – it reinforces trust. It lights up the brain’s reward center. It feels good. That happy little brain ping? That’s how you start rebuilding the habit of opening your emails. They remember that when they click, they get something valuable. And they’ll be more likely to open next time.
You’re making it personal, and that makes it stick. Emotion builds memory – this isn’t just an email, it’s a moment in time that’s going to stick out in their heads. When someone gets a “you stayed and I’m so glad” note, it feels intimate and human. And we’re wired to remember that kind of interaction. That emotional resonance turns a boring “welcome back” email into something that makes them say,“OK, yeah, I like this person. I’m paying attention now. This is especially important for service providers or personal brands. When the inbox feels like a friend talking, people engage. Plain and simple.
You’re setting the stage for what’s next with BTS information. Being clear and direct reduces friction. It also primes people to take action later. This email also offers a little behind-the-scenes peek at what’s coming next, like:
The kind of content they can expect
New launches or offers
How often you show up
Anything you want them to know or do next
People are more likely to stay engaged when they know what’s coming. You’re answering the internal “what now?” before they even have to ask.
Go Ahead – Steal My Cold Subscriber Sequence
Seriously! Go for it! There’s no need to start from scratch – especially if you get so caught up in what to say and how to say it that you never send it at all. Please consider this my outright permission to copy my format, refine the language, and set this up as a 3-email flow in whatever platform you use.
Just segment your cold subscribers, pop these emails into a flow, and give folks the chance to:
Stay and get something cool (it’s not bribery, promise)
Leave without guilt (& make it easy for them)
Reconnect in a meaningful way (if they’re so inclined)
The ultimate bonus here? Even if you scrap a ton of folks, your list will be way healthier afterwards. We call it a clean, lean full-of-people-who-actually-wanna-hear-from-you email list.
If you're afraid to clean your list, remember this: Unsubscribes aren’t rejection. They’re a (sometimes hard-to-swallow) shove in the right direction.
I promise, a clean list with better open rates means better results – and that means doing the tough thing and re-engaging, then cleaning house!
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