🧊 Cold Subscribers? Here’s How to Warm Them

Hey, it’s Ray.

We’ve all got them.

The subscribers who haven’t opened an email in weeks… or months.

No clicks. 

No conversions. 

Nothing but silence.

So what do you do?

Do you delete them?

Do you keep emailing and hope something changes?

Here’s what I recommend instead:

Warm them up, strategically.

Let me show you how.

What Cold Subscribers Really Mean

When someone stops engaging, it’s not always because they’re not interested.

Sometimes:

✅ Life gets busy
✅ Your emails got buried
✅ You haven’t sent anything relevant in a while

But if you let them sit too long?

They’ll forget who you are and your sender reputation can take a hit too.

Here’s why warming up cold subscribers matters:

• It boosts your overall deliverability

• It extends the lifespan of your list

• And it can recover revenue you already paid to acquire

Think of it like reintroducing yourself to an old friend.

You just need to start the right conversation.

The 3-Step Cold Subscriber Re-Engagement Plan

This is the exact framework we’ve used with dozens of clients to reignite cold segments.

Step 1: Segment and Isolate

First, don’t send them your usual campaigns.

You need to treat cold subscribers differently.

Create a segment of people who:

• Haven’t opened or clicked in the last 60-90 days

• Are NOT brand new (exclude people who just joined)

• Haven’t unsubscribed (obviously)

Bonus: Separate by acquisition source (ad, organic, popup) to spot patterns later.

Step 2: Send a Re-Engagement Mini-Series

Now comes the good stuff.

Here’s a 3-email sequence that works:

Email 1: “Still Interested?”

Short, personal, and low-friction.

Example:

“Hey, we noticed you haven’t opened our emails in a while. Still want to hear from us?”

[ Yes, Keep Me Subscribed ]

[ No, I’ll Unsubscribe ]

Make it feel like a genuine check-in, not a guilt trip.

Email 2: “What You’ve Missed”

Show value. Highlight best content, updates, or wins.

Example:

✅ New arrivals
✅ Helpful blog posts
✅ Special perks for subscribers

Use clear CTAs and remind them why your emails are worth it.

Email 3: “We’ll Say Goodbye (Unless…)”

Final attempt. Respectful, but clear.

“We don’t want to clutter your inbox. If we don’t hear from you in 48 hours, we’ll remove you from our list.”

Give them a clear path to stay on or gracefully exit.

Step 3: Clean Your List (and Celebrate It)

If they still don’t engage? 

Remove them.

Yes, it’s scary. 

But it’s the healthiest thing you can do for your list.

Why?

Because doing so will:

• Improves deliverability

• Boosts open/click rates

• Makes your metrics more meaningful

Remember: A smaller, engaged list is more profitable than a big one that’s dead.

❌ What NOT to Do with Cold Subscribers

Let’s skip the common mistakes:

• Don’t blast a discount and call it a re-engagement strategy

• Don’t wait a year to clean your list

• Don’t take it personally, unsubscribes are normal

This isn’t about begging people to stay.

It’s about creating space for people who want to hear from you.

✅ What to Do Instead

✔️ Build a cold subscriber segment
✔️ Create a 3-part re-engagement flow
✔️ Track opens, clicks, and resubscribes
✔️ Remove dead weight confidently

When You Rebuild Trust, Sales Follow

The brands that win long-term don’t just chase new leads.

They reignite old ones.

So, if your list has gone a little cold?

It’s time to warm it up before your next big promo hits.

Here’s what I suggest:

✔️ Segment out cold subscribers and run a 3-part re-engagement flow
✔️ Watch who clicks, replies, or raises their hand
✔️ Remove the rest to protect your sender reputation

Then, focus your energy on the people who actually want to hear from you.

You don’t need a massive list, just a warm, active one.

Keep showing up. 

Keep adding value.

The conversions will come.

Let me help you get there.

Talk soon,
Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game

If this sounds like a lot to manage, don’t worry, I’ve got you covered.

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

Extra Tips to Boost Your Email Strategy

If you’re up for boosting your email game, I’ve got a few more gems for you:

📺 Watch My YouTube Tutorial: Create a High-Converting Welcome Sequence in 2025
Ready to turn new subscribers into loyal customers?

In this video, I’ll show you how to build a high-converting welcome sequence that boosts engagement and email deliverability. Using Klaviyo, I’ll guide you step-by-step on optimizing your flows for success. Plus, I’ll share key tips for Shopify brands to drive more sales with email! 👉 Watch it here: 

📝 5 Email Loyalty Marketing Programs That Drive Repeat Business
Many brands struggle to turn one-time buyers into loyal customers.

We’ve put together 5 proven email loyalty programs that encourage repeat purchases and build long-term relationships with your customers. Want to see the programs that actually work? 👉 Check out the full list here: 5 Email Loyalty Marketing Programs That Drive Repeat Business

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.