A re-engagement campaign focuses on reconnecting with inactive contacts or customers by delivering timely, relevant, and personalised messaging. Its goal is to re-establish interest, rebuild awareness, and bring lapsed audiences back into active engagement.
In B2B, these campaigns help organisations recover value from dormant databases, maintain deliverability, and extend the lifespan of hard-earned leads. They’re also a useful diagnostic tool for understanding why engagement dropped and how messaging can evolve to better meet buyer needs.
Successful re-engagement strategies combine personalised outreach with updated content, refreshed value propositions, or contextual incentives, reminding prospects why the relationship was worth starting in the first place.