How to Build a Simple Re‑Engagement Campaign in Brevo for Cold Subscribers

Introduction

Cold subscribers are contacts who haven’t opened or clicked an email in the last 90 days. Instead of deleting them, run a re‑engagement campaign in Brevo (formerly Sendinblue) to revive interest, clean your list, and improve deliverability.

Why a Re‑Engagement Campaign Matters

• Deliverability: Inactive contacts lower your sender reputation.
• Data quality: Identify who truly wants to stay on your list.
• Revenue potential: Even a modest win‑back rate can boost sales.

Step‑by‑Step Guide

1️⃣ Segment Your Cold Subscribers

In Brevo, go to Contacts → Segments and create a new segment with these conditions:

1. Last open < 90 days OR Last click < 90 days = false
2. Subscription status = Subscribed
3. Contact source = any (optional)

Save the segment as Cold Subscribers 90d. This dynamic list updates automatically as contacts become inactive.

2️⃣ Draft a Friendly Re‑Engagement Email

Keep the tone warm, concise, and value‑focused. Example structure:

• Subject line: "We miss you – here’s 15% off your next purchase!"
• Pre‑header: "A quick note to say hello and a special gift just for you."
• Body:
  1. Brief reminder of who you are.
  2. One‑sentence benefit or recent win.
  3. Exclusive incentive (discount, free guide, etc.).
  4. Clear CTA button – e.g., "Claim My Offer".
  5. Soft opt‑out link – "If you’d rather not hear from us, click here."

Use Brevo’s drag‑and‑drop editor, personalize with {{contact.FIRSTNAME}}, and add a single‑click tracking button.

3️⃣ Set Up an Automated Workflow

1. Navigate to Automation → Create a Workflow.
2. Choose Start from scratch and select the Cold Subscribers 90d segment as the trigger.
3. Add the email you just designed.
4. After the email, insert a ‘If/Else’ condition based on Link Clicked.
   • Yes: Move contact to an active list (e.g., Engaged Subscribers).
   • No: Wait 7 days, then send a follow‑up reminder with a softer tone.
5. After the second email, add another ‘If/Else’ to tag contacts who still didn’t engage as Unresponsive and consider removing them after a month.
6. Activate the workflow.

4️⃣ Monitor Results

In the workflow dashboard, track:

• Open rate
• Click‑through rate (CTR)
• Conversion rate (discount redemption)
• Unsubscribe / spam‑report numbers

Adjust subject lines, incentives, or timing based on the data.

Tips for Better Performance

• Test subject lines: A/B test two variations to see which yields higher opens.
• Limit frequency: One or two emails over 10 days prevents fatigue.
• Use mobile‑friendly design: Brevo templates are responsive by default.
• Personalize beyond the name: Reference recent purchases or browsing history if available.

FAQ

How long should I wait before labeling a contact as "cold"?

Typical practice is 90 days of no opens or clicks, but adjust to your buying cycle.

Do I need a discount to win back cold subscribers?

Not always. A compelling piece of content or exclusive update can work, but an incentive often improves response.

Can I run the same campaign for multiple lists?

Yes—duplicate the workflow and change the trigger segment accordingly.

Conclusion & Call to Action

Re‑engaging cold subscribers in Brevo is a straightforward process that protects your sender reputation and recovers lost revenue. Set up the segment, craft a personalized email, automate the flow, and fine‑tune based on results.

Ready to revive your list? Log in to Brevo now, create the Cold Subscribers 90d segment, and launch your first re‑engagement workflow today.