Email Applied: How to Use Segmentation to Increase Email Relevance

If you decide to use a discount offer to re-engage inactives, make sure the deal is better than your regular offers. It's important that your email stands out in the inbox to re-engage inactive susbscribers.

Bed Bath & Beyond decreases frequency gradually over time for this type of campaign. It concludes its campaign with a repermission email specifying a date after which no further emails will be sent unless the subscriber explicitly clicks on a link to continue to receive emails. This strategy works for Bed Bath & Beyond. It costs money to send emails; after valiant effort, it's time to prune the dead weight on your list.