Good morning, Chase and Jimmy here.

Referrals are one of the few growth levers that actually get cheaper as you scale... But only if your program is built and promoted the right way.

In today's breakdown, we walk through how to design a referral and rewards program that customers understand, want to use, and keep coming back to.

Also inside:

✔️ Just because it’s cold outside doesn’t mean your list should be
✔️ Knowledge drop: Six ways to get more results from your eCommerce emails in 2026
✔️ DTC wins: YSE Beauty Closes $15M Series A to Fuel Sephora Expansion

Let’s get into it.

Just because it’s cold outside doesn’t mean your list should be

You worked hard to grow your list during BFCM. Now the real risk is wasting it. In this live session, Omnisend’s experts break down how to turn holiday shoppers into engaged, revenue-driving audiences for Q1 (without blasting your entire list).

Here's what they'll cover:

• How to spot your highest-value Q4 subscribers

• Which post-holiday segments are worth leaning into (and which to pause)

• Practical targeting and messaging strategies that still convert after the rush

📅 Jan 15 at 7:00 AM | Save your Q4 gains and start Q1 strong >> Register free

The re-engagement framework: How to win back the right subscribers (and let the rest go)

Re-engagement emails get a bad reputation because most brands use them the wrong way. They lead with discounts, cross their fingers, and hope inactive subscribers suddenly care again. That approach doesn’t just underperform, it actively hurts deliverability and cheapens your brand.

Re-engagement isn’t about reviving everyone on your list. It’s about figuring out who’s still worth talking to, giving them a compelling reason to re-engage, and gracefully sunsetting the rest.

This framework focuses on the seven re-engagement plays that consistently work, the ones that protect your list health and recover real revenue without feeling desperate.

First, let’s talk about what makes a re-engagement email work

Before tactics, you need the foundation. High-performing re-engagement emails usually share a few things in common:

• A subject line that earns the open, not clickbait, just clear intent or curiosity

• Context, acknowledging inactivity without guilt-tripping

• Relevance, tied to what the subscriber actually cared about before

• One clear action, not five CTAs competing for attention

• A reason to act now, whether that’s timing, availability, or value

If you miss these, no strategy below will save the campaign.

1. Start with honest acknowledgment, not a gimmick

Sometimes the best opener is the simplest one. Calling out inactivity directly can be surprisingly effective when it’s done with clarity and warmth instead of guilt or theatrics.

This works especially well for long-time subscribers or past buyers who simply drifted away. A straightforward “we haven’t seen you in a bit” sets context and lowers friction. You’re not pretending everything’s normal. You’re resetting the relationship.

It feels human, transparent, and respectful of the reader’s time.

This works well for:

• Long-time subscribers

• Past repeat buyers

• Brand-loyal audiences

Subject line ideas:

• We miss you

• Still interested?

• It’s been a minute

2. Lead with relevance, not discounts

Discounts shouldn’t be your first move in a re-engagement flow. Relevance should be. 

When someone hasn’t engaged in a while, the fastest way to lose them again is by showing something that doesn’t connect to why they signed up in the first place.

Before offering an incentive, remind subscribers what originally pulled them in. Surface products tied to their last purchase, categories they browsed, or use cases they previously engaged with. If the message feels familiar, it earns attention. If it feels random, it gets ignored.

Use this for:

• Lapsed buyers with clear purchase history

• Category-driven brands

• Subscribers who engaged heavily in the past

Subject line ideas:

• Since you liked this

• We thought you’d want to see this

• Based on what you browsed

3. Use exclusivity to reward, not bribe

If you do introduce an incentive, it needs to feel intentional. Re-engagement discounts work best when they feel earned, not reactive. Frame them as a thank-you or a perk, not a last-ditch attempt to get attention.

This could be early access, a small credit, a loyalty-based perk, or a limited reward tied to tenure or past behavior. The goal is to reinforce the relationship, not train subscribers to wait for discounts.

Use this for:

• Past repeat buyers

• Loyalty program members

• High-AOV or high-LTV segments

Subject line ideas:

• This one’s just for you

• A thank-you for being here

• Loyalty has its perks

4. Ask one good question to restart the conversation

Re-engagement doesn’t always need to sell. Sometimes it just needs to listen.

A single, thoughtful question can outperform a full promotional email. Ask what they’re looking for, what changed, or how you can make emails more useful going forward.

Keep it short. One click or one reply is enough.

Use this to:

• Update preferences

• Learn objections

• Guide future recommendations

Subject line ideas:

• Help us get this right

• Tell us what you’re looking for

• Let’s make this more relevant

5. Anchor re-engagement to a real moment

Timing matters. Emails tied to an actual moment feel intentional instead of random.

Use natural anchors like anniversaries, season changes, restocks, or “it’s been a year since your last order.” These give you a reason to show up that doesn’t feel forced.

Context creates relevance, and relevance drives action.

Use this for:

• Lapsed but warm subscribers

• Long-term customers

• Seasonal reactivation

Subject line ideas:

• A little birthday treat

• It’s your anniversary with us

• New season, new favorites

6. Reinforce trust with social proof, not hype

When someone hasn’t engaged in a while, hype rarely brings them back. Proof does. Social validation helps reduce hesitation without applying pressure.

Use short reviews, testimonials, or customer stories that feel grounded and specific. Avoid big claims. Let real customers do the talking. The goal is reassurance, not persuasion.

Use this for:

• Subscribers who’ve gone quiet after a first purchase

• Higher-consideration products

• Brands with strong reviews or community

Subject line ideas:

• Here’s what customers are saying

• Why people keep coming back

• Don’t just take our word for it

7. Close the loop with a clear stay-or-go moment

Every re-engagement flow should end with clarity. After a few attempts, give subscribers a simple choice: stay on the list or quietly step away.

This isn’t a threat. It’s respect. Many subscribers will re-engage simply because you acknowledged their time and gave them control. Those who don’t respond are signaling something just as valuable.

Use this for:

• Long-inactive subscribers

• Deliverability clean-up

• Final step in a re-engagement flow

Subject line ideas:

• Still want to hear from us?

• Should we keep sending these?

• Last check-in

The real goal of re-engagement

The goal isn’t to win everyone back. It’s to build a healthier list.

A strong re-engagement framework helps you:

• Recover revenue from subscribers who still care

• Improve deliverability and engagement metrics

• Stop over-marketing to people who are already gone

Inactive subscribers aren’t a failure. They’re a signal. When you respond with intention instead of panic, your email program gets stronger every time.

Knowledge drop:

Generic emails won’t survive 2026. Jimmy shares six concrete shifts (from AI-powered upsells to smarter automation) that are already driving stronger results.

DTC Wins:

YSE Beauty, the clinically tested skincare brand founded by Molly Sims, closed a $15M Series A. The funding will accelerate nationwide expansion across Sephora doors and continued growth in e-commerce, following a breakout year with 120% revenue growth. Built for women 35+, YSE is proving that results-driven beauty and a clear point of view still win.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me, always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

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