For those who’ve ever watched your e-mail subscribers go quiet after a number of months — no opens, no clicks, no purchases — you’re not alone. It’s a typical sample in lifecycle advertising: Preliminary engagement drops off, and and not using a sensible plan, potential income quietly slips away.
On this case examine for our E mail Marketer’s Code collection, Marino Marks, Lifecycle Advertising Supervisor at NVISION, shares how he tackled this problem for TheBlackPurple, a wellness and shapewear model. By repurposing confirmed content material right into a 7-day reactivation collection, Marino re-engaged dormant subscribers and boosted income by 6% — all with out inflicting a spike in unsubscribes.
Knowledgeable
Lifecycle Advertising Supervisor at NVISION
Meet the knowledgeable: Marino Marks
Marino Marks has been within the e-mail advertising sport lengthy sufficient to see tendencies come and go — and to know precisely which channels stand the take a look at of time. His journey into e-mail began again in 2008, proper when Fb was on the rise. That second was a turning level: “It was my first wake-up name that true reference to an viewers must occur by yourself phrases, not on rented platforms.”
Since then, Marino has centered on constructing lifecycle methods that join with folks and drive actual enterprise outcomes. He’s partnered with greater than 55 manufacturers throughout industries like leisure, style, magnificence, SaaS, eCommerce, and healthcare, crafting customized campaigns and automation that attain the appropriate folks on the proper time.
For each B2C and B2B industries, Marino brings a mixture of technique, creativity, and hands-on experience to each mission. And when he’s not planning e-mail journeys? You would possibly simply discover him at a ironmongery shop, sketching out his subsequent DIY mission.
Marino shared a case from his observe and defined the technique of utilizing a reactivation collection in e-mail advertising.
The problem: Recovering misplaced income from disengaged e-mail leads
One of many manufacturers I handle at NVISION is TheBlackPurple — an organization that creates shapewear and wellness clothes designed to assist ladies really feel assured of their our bodies. Their best-known line, Mass & Slim, is all about actual outcomes: lowering the looks of cellulite, supporting physique contouring, and inspiring thermal exercise.
Although we had a strong e-mail calendar working, I began to note one thing throughout our common engagement evaluations. After about 90 days, subscriber exercise would drop off. Nothing out of the extraordinary, however we noticed a transparent sample. Primarily based on some smaller exams we’d run earlier, I had a hunch that if we hit that window extra deliberately, we would have the ability to re-spark curiosity and produce a few of these subscribers again.
That led to the marketing campaign’s core thought: What if we may recuperate misplaced income by re-engaging inactive subscribers with a centered, high-frequency e-mail collection — not simply reminders or reductions, however considerate content material based mostly on what had already labored properly?
Marino Marks,
Lifecycle Advertising Supervisor at NVISION.
So, I made a decision to launch an experiment. We focused subscribers who had been on the record for no less than 90 days however hadn’t made a purchase order but. The aim was to see if we may use high quality content material — repurposed from top-performing emails — to deliver them again into the funnel. We additionally needed to grasp simply what number of related, value-driven messages it will take to revive engagement and drive conversions from dormant subscribers.
We needed to be affected person. This type of take a look at doesn’t present outcomes in a single day. I let it run for 9 months so we may observe patterns over time and ensure any outcomes weren’t skewed by seasonality or one-off occasions. Time was the most important limitation, however it was additionally what gave the experiment its worth.
The answer: A 7-day reactivation journey constructed from what already labored
To essentially perceive the affect of constant, high-frequency engagement, I constructed a 7-day reactivation collection aimed toward subscribers who had been on the record for no less than 90 days with out making a purchase order.
I needed to keep away from the same old “We miss you!” strategy and as an alternative deal with content material that had already confirmed efficient.
As an alternative of constructing new emails from scratch, I pulled seven of our highest-performing emails — ones that had beforehand proven robust income per subscriber and clearly aligned with the model’s mission and buyer wants. These weren’t simply promos — they have been intentional and constructed round actual buyer ache factors.
The toughest half wasn’t the writing — it was the prep. I needed to go deep into previous efficiency information, pick the appropriate emails, set up them right into a significant stream, and ensure we had a clear phase to check in opposition to a management group.
Every e-mail within the collection was despatched as soon as per day, and I selected them based mostly on two easy however vital standards:
Excessive income per subscriber: I needed each e-mail to carry out properly, so I made certain every one had a observe file of driving gross sales.
Subscriber-centric relevance: These weren’t simply product pushes. They answered frequent questions, tackled actual ache factors, and leaned into wellness motivations, like how you can really feel assured in your pores and skin or construct wholesome day by day habits.
(Supply: TheBlackPurple e-mail)
The fantastic thing about this strategy was that it didn’t require new creativity — simply considerate reuse of what already labored. It saved time, stored messaging on-brand, and allowed me to create a purposeful journey that felt pure, not pressured.
How we performed A/B testing
To determine the very best cadence, I arrange a structured A/B take a look at:
department A acquired the total collection, one e-mail per day for seven days;
department B obtained the identical seven emails, however unfold out each different day;
a 3rd management group didn’t get any of those reactivation emails — they stayed on our common marketing campaign calendar.
This setup helped me see not simply if the collection labored but in addition how typically we wanted to indicate up in somebody’s inbox to make a distinction.
As an alternative of constructing new emails from scratch, I pulled seven of our highest-performing emails — ones that had beforehand proven robust income per subscriber and clearly aligned with the model’s mission and buyer wants. These weren’t simply promos — they have been academic and constructed round actual buyer ache factors.
Right here’s a gross sales e-mail instance:
(Supply: TheBlackPurple e-mail)
And right here is an instance of a nurturing e-mail:
(Supply: TheBlackPurple e-mail)
Later, I prolonged the experiment by triggering the identical reactivation stream for subscribers who had been on the record for 120 to 180 days with out changing. As anticipated, this model confirmed a decrease incremental raise in income, indicating that, for this specific viewers, round 90 days post-subscription was the optimum level for restoration. It grew to become clear that timing, not simply content material or cadence, performs a crucial position in reactivating dormant subscribers earlier than curiosity fades too far.
Instruments and strategy: Protecting it modular and versatile
All of the emails on this collection have been constructed utilizing modular templates and some customized HTML blocks we had already developed for TheBlackPurple. I’m a giant fan of working modular — It makes testing, swapping content material, and constructing new variations approach sooner with out having to start out from scratch each time.
Although we didn’t use the Stripo builder for this specific marketing campaign, the modular construction and design system we adopted would’ve match proper into Stripo’s setup. It’s the identical thought: Construct as soon as, reuse simply, and keep constant throughout all messages.
The outcomes: A transparent win for constant, related messaging
As soon as the take a look at wrapped, the outcomes have been fairly clear — and inspiring:
Subscribers who obtained the day by day reactivation collection (Department A) confirmed a 6% raise in income in comparison with the management group. We additionally noticed a noticeable bump in total income, which meant the collection really moved the needle.
We tracked attribution utilizing a last-click mannequin with a 3-day window, so we could possibly be assured that the conversions have been straight tied to this marketing campaign.
What shocked me most was how properly the day by day cadence carried out. Department A outperformed Department B by 45% in income per subscriber, and we didn’t see any spike in unsubscribe charges. That was a key concern stepping into, however it seems that once you ship the appropriate content material — stuff that’s useful, clear, and centered on the subscriber — frequency isn’t the difficulty.
This take a look at confirmed one thing I’ve seen repeatedly: When emails are constructed round actual wants and delivered with intention, they’ll deliver actual worth, not simply to the enterprise but in addition to the folks studying them. The success of each branches in comparison with the management group additionally bolstered the concept reactivation isn’t a query of if, however how typically you present up.
Marino Marks,
Lifecycle Advertising Supervisor at NVISION.
Suggestions for e-mail entrepreneurs
Right here’s what I’ve realized from this e-mail advertising case and might advocate:
Repurpose your best-performing content material: This experiment proved that you just don’t at all times want new content material to drive outcomes. A lot of your strongest emails — particularly these centered on subscriber ache factors — might be reused in automated journeys to assist the decision-making course of.
Don’t assume silence means disinterest: Low-frequency emails would possibly merely not be sufficient to vary minds.
Marketing campaign persistently: This experiment confirmed that sustained touchpoints drive actual outcomes, even with repurposed content material.
Observe income per subscriber, not simply opens or clicks: Opens are not dependable, and clicks solely inform a part of the story. Income per subscriber provides you a clearer image of what’s really working.
Use UTM monitoring and management teams: It’d take a bit extra time, however it’s the one solution to confidently assess the true affect of your marketing campaign.
Take a look at cadence: Timing is simply as highly effective as content material. A/B take a look at completely different pacing to search out the very best rhythm for re-engagement.
Wrapping up
Large due to Marino Marks for sharing this detailed and sincere breakdown of his reactivation experiment. It’s an incredible reminder that sensible technique doesn’t at all times imply reinventing the wheel — generally, it’s about taking advantage of what already works and delivering it with higher timing and intention.
At Stripo, we’re at all times impressed by entrepreneurs who use information and creativity to construct significant e-mail journeys. Marino’s story exhibits that with the appropriate strategy, even dormant subscribers can turn out to be lively clients once more. For those who’re excited about working a reactivation marketing campaign, think about beginning along with your strongest content material and testing your cadence.