Email Re-engagement Toolkit - Eloqua & Responsys

Sep 22, 2026

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Email Re-engagement Toolkit explains how to win back inactive subscribers using targeted campaigns for Eloqua and Responsys users. It defines re-engagement email purpose, the activity signals and reasons that cause subscribers to become inactive, and why re-engagement matters for customer retention and revenue. It provides practical guidance on unique content, personalization, conversational voice, reminders about missed value, incentives, and structured feedback requests, followed by a Q&A section.

LanguageEnglish

CategoryLetters

FormatPDF

Pages32

Reading Time11 min

AccessFree to download

Agenda

Why re-engagement matters

From struggle to best practices

Examples

Step by step guide

Context

The “WHAT”

Definition and triggers

The “WHY?”

Common reasons for inactivity

The “HOW?”

Unique content

Personalized emails

Voice and tone

Remind what they are missing

Lure with attractive offers

Ask for specific feedback

The “YAY”

The “NAY”

Email Re-engagement Toolkit: Eloqua & Responsys Created by: Roxana Penciu, Ligia Paul Last updated by Roxana Penciu, March 2023 Safe harbor statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, timing, and pricing of any features or functionality described for Oracle’s products may change and remains at the sole discretion of Oracle Corporation. Agenda Copyright © 2023, Oracle and/or its affiliates. All rights reserved. → Why re-engagement matters → From struggle to best practices → Examples → Step by step guide → Q&A Context Re-engaging subscribers can be intimidating. You want to encourage them to read, click-through, and convert into customers, but you also don’t want to come off as desperate. Remember, however, that 40% of all e-commerce revenue comes from repeat customers, who make up only 8% of all visitors. As deleting contacts is a sensitive topic, setting up re-engagement campaigns for both Eloqua, as well as Responsys users, can be an alternative. Further in this toolkit, within the “Why” section, you’ll understand which reasons might determine your customers to start orchestrating re-engagement campaigns for their inactive contacts. Copyright © 2023, Oracle and/or its affiliates. All rights reserved. The“WHAT” It’s exactly what it sounds like—an email sent in an attempt to re-engage a contact or user after you have not seen any activity from them in an extended period of time. Activities may include lack of: Clicking or opening emails Visiting of website Making a purchase Using your app or software Completing a purchase Re-engagement emails play a vital role in the email lifecycle! The “WHY?” Subscribers turn inactive, that is a reality. Reasons? • They lost interest in your newsletter, product or service; • They found an alternative to your product or service; • They couldn’t understand how to use your product or service; • They abandoned their shopping carts; • ..or they just forgot about you. Instead of increasing your budget to maximize your customer acquisition, you could start creating re-engagement email campaigns and achieve the same objective with fewer resources. The “HOW?” Unique content Create content that your customers would want to read. Your content can help them overcome problems or obstacles they may face. Content can also revolve around product or service use and maintenance. Personalized emails will go a long way Personalized emails make a deep impact on your subscribers because they show the effort being taken to approach them. People generally get many emails a day and it feels good when an email is specifically written for them. Focus on your voice and tone It’s important to sound conversational in your general email campaigns, but even more so with your re-engagement emails. The “HOW?” Remind them what they are missing Winning back and re-engaging is only required for customers who have been classified in the inactive list. This strategy will not be applied to all your customers. Lure them with attractive offers Rewards can help you gain back your customers! Let’s take a look at some ways you can reward customers to win them back: Birthday Rewards, Rewards for Feedback, Offer Limited Discounts Ask for specific feedback If people aren’t engaging with your content, don’tbe afraid to ask them why. Did they sign up for your list expecting specific content from you? Which topics would they like to hear about? What problems are they facing? The “YAY” The “NAY”

FAQs

What does an email re-engagement campaign aim to do?

It sends a message to re-engage a contact after an extended period without activity. The goal is to encourage reading, click-through, and conversion into customers.

Why do subscribers become inactive, according to the toolkit?

Subscribers may lose interest, find alternatives, fail to understand how to use the product, abandon shopping carts, or simply forget about the sender. Re-engagement also focuses on customers classified in the inactive list.

What strategies does the toolkit recommend to improve re-engagement email performance?

Create unique, helpful content, personalize emails, and keep a conversational voice. Remind recipients what they are missing, provide attractive offers, and ask for specific feedback on what content or topics they want.

Sep 22, 2026

Upload by Hazel