So, you’ve got a list of emails – maybe from past visitors or guests, or that you’ve somehow collected over time. But other than a booking confirmation or event details, they’ve never heard from you. Or maybe you have sent some emails to your list, but it was too long ago to remember. 

Sound familiar?

Don’t worry, you’re not alone!

Reigniting a dormant or neglected email list can seem daunting. But with a few simple steps, you can turn those old email addresses into loyal, engaged subscribers without any hint of awkwardness.

“What do I want to achieve through email?”

This is the first question you need to ask yourself. It means you’re focusing on your business goals rather than thinking, “Damn, I have this list of emails I’m not using, and I have no idea what to write, and they’ve probably all forgotten who I am anyway.”

In most cases, your goals will include:

• Relationship building – so your past and future visitors get to know you, like you, and trust your business
• Bookings – so people take the next step and make a booking
• Engagement – so your audience reply your email, follow you on social media, or recommend you to others

That’s a lot, right?

You can’t cram all that into one email unless you want to overwhelm your readers and scare them off for good.

So, where should you start to get your email list up and running again?

1. Kick things off with a warm welcome back

Before you dive into regular emails, it’s important to reintroduce yourself with a warm, friendly email.

You’re aiming to get people re-engaged after a communication gap. It might’ve been years since they’ve heard from you, so give them an opportunity to remember their connection with you.

But a word of warning: do not apologise for not sending emails before now.

Why?

Firstly, because it can sound a little pathetic. Were your subscribers actually sitting around waiting for you to email? Most likely, no.

And secondly, an apology is not an interesting opener. So don’t waste your readers’ valuable time and attention this way. Instead, you need to capture their curiosity and deliver something of value.

What to include in your first re-engagement email

• A short introduction or reminder of who you are and how they came to be on your list (e.g. were they a previous guest, did they sign up on your website, or during an event registration?)
• A brief rundown of what’s new since you last contacted them, ideally with a personal touch – share a story or exciting update from your business
• A final PS that encourages easy engagement, such as following your business on your preferred social channel or inviting them to hit reply on a simple question

Keep it simple and accept that you might not get a huge response from this first email. The focus is on starting the conversation again, not getting a booking!

Here’s an example to get you started.

Subject line ideas:

Long time no see! Here’s what’s new with us…
It’s been a while! Here’s what’s happening at [your Business Name]
Hello again! Here’s what’s new at [your Business Name]

Hi [First Name]

It’s been a while! We’re thrilled to reconnect with you.

This email has found you because you were either [mention how they might be on your list, such as a past guest, signed up on our website, or met us at an event]. Regardless of how we met, we’re glad to be connected with you.

A lot has happened since we last reached out. Here at [your Business Name], we’ve been busy [share a brief, interesting update or story about your business – for example, a new project, launching new offers, or any exciting milestones].

We’re passionate about making every [visit/experience/stay] special, and we look forward to keeping you in the loop with all our latest tips and exclusive offers.

Thanks for being a valued part of our community.

Talk soon,

[your Name]
[your Business Name]

P.S. We’d love to hear from you! Hit reply and let us know if you’d like to hear more from us on [interesting topic A] or [engaging topic B].

2. Follow up by offering value right away

Your first email covered relationship building and engagement. Now it’s time to double down on delivering value to keep your subscribers interested. Think about what would benefit them the most.

Ideas include:

• Exclusive deals, such as a discount or special offer for their next visit or booking
• Time-limited promo, such as a free workshop or mini-event for subscribers
• Local announcements, such as upcoming events or festivals

While it might seem too early to sell to your list, it’s never too soon.

After all, it’s what you’re here for. And if you believe in your business and offer, it makes perfect sense to pitch it to people who, at some point, chose to hear from you.

Tell them what’s great about it. Tell them what other people thought of it. And give them a chance to book.

Here’s an example of a valuable follow-up email

Subject line ideas:

Special offer just for [First Name] – don’t miss out!
Unlock your exclusive discount today
[First Name], your VIP discount awaits – book now!

Hi [First Name]

As a valued part of our community, we’re excited to share an exclusive deal just for you.

For a limited time, enjoy [specific discount or special offer] on your next [stay/visit/booking] with us! Simply use the code [DISCOUNT CODE] when making your reservation.

Here’s what some of our recent [guests/visitors] had to say about their experiences:

– “Short review or testimonial” – [Guest Name]
– “Another brief review or testimonial” – [Guest Name]

Plus, here are some local tips to make your next trip unforgettable.

– Check out [hidden local gem or attraction].
– Don’t miss [event/festival] happening this [season/month].

We believe in providing the best experiences and are here to make your visit memorable. So, take advantage of this exclusive offer and the chance to be part of these exciting local events.

Book now and use the code [DISCOUNT CODE] to get [specific discount or special offer] on your next [stay/visit].

We can’t wait to welcome you back!

[your Name]
[your Business Name]

PS. Follow us on [hyperlink: preferred social channel] for more updates and special offers!

3. Use this re-engagement process to tidy up your list

Not everyone will open your emails – and that’s okay! You can also expect some people to unsubscribe right away.

Don’t fret. You want a list full of engaged people keen to hear from you, so don’t make it difficult or awkward for people to take themselves off your list.

Disengaged people also affect your list health – so get rid of the non-openers!

For anyone who hasn’t opened a single email, send them a third. This is a brief courtesy email to let them know you’ll be removing them from your list – give them the option to click a link to stay on the list or a link to unsubscribe (no hard feelings!).

Final thoughts

Reigniting a dormant email list doesn’t have to be a daunting task.

With just a couple of well-thought-out, friendly emails, you can re-engage your subscribers and turn them into loyal fans of your business. Remember, the key is to be personal, offer value, and stay consistent.