Reactivating Dormant Subscribers: A Case Study of 5 Successful SaaS Companies

Every email marketer has faced the disheartening experience of sending messages to subscribers who never respond. It’s like talking to a wall.

But what if you could change that silence into valuable conversations? This is the challenge with inactive subscribers—people who signed up for your emails but eventually stopped engaging. It’s a tricky situation, but it’s definitely not hopeless.

Take these five cases, for example. Some of them managed to reconnect with almost 30% of their inactive subscribers! How? By running a smart, data-informed re-engagement campaign.

Curious about how they pulled it off? Here's the story of their success.

The Problem: Subscribers Who Stop Engaging

For SaaS companies, growing their email list is exciting—but there’s a common challenge that comes with it. Over time, many email subscribers stop opening emails or clicking on links. This might not seem like a big deal at first, but it can actually lead to some serious issues.

Here’s why inactive subscribers are a problem:

• Drop in Email Performance: When fewer people open and engage with your emails, key metrics like open rates (how many people open your emails) and click-through rates (how many people follow the links inside) go down. This means you’re reaching and impacting fewer people.
• Harm to Your Email Reputation: If your emails aren’t being opened regularly, email platforms like Gmail or Yahoo may consider your messages less important. This can harm your sender reputation, which makes it tougher to reach other subscribers because your emails may land in the spam folder.
• Lost Revenue Opportunities: Those inactive subscribers could still become paying customers or active users—they just need a bit of encouragement. Ignoring them means missing out on a chance to turn them into loyal customers.

How SaaS Companies Reactivate Dormant Subscribers

When it comes to reactivating dormant subscribers, successful SaaS companies employ strategies that focus on segmentation, personalization, and timely engagement. Below, we explore how innovative brands re-engage their users effectively through detailed examples.

1. Math&Mind’s Approach to Re-Engagement

Company Overview

Math&Mind specializes in offering comprehensive mathematics education for learners of all ages, from students to educators. Their platform provides tools and courses tailored to improve mathematical skills.

Strategies:

• Audience Segmentation: Math&Mind took time to understand their dormant subscribers by analyzing factors like past interaction, purchase behavior, and how long users had been inactive. From a pool of over 7,500 subscribers, they honed in on a specific group of 1,698 with the highest likelihood of re-engaging. This precise targeting allowed them to focus on the most promising leads.
• Personalized Email Content: Instead of generic messaging, emails were customized based on what each subscriber previously engaged with. Whether it was a course they had browsed or an update on a tool they used, emails highlighted offerings aligned with their individual needs and interests.
• Timing and Frequency: A campaign spanning from September 13 to October 2 struck the right balance between consistent reminders and avoiding email fatigue. Subscribers received timely messages aimed at rekindling their interest.

Results

With 27% of the targeted group reactivated (a total of 458 subscribers), Math&Mind successfully boosted active engagement rates and demonstrated that laser-focused efforts on segmentation and customization improve retention.

2. LiveIntent’s Data-Driven Tactics

Company Overview

LiveIntent operates in the email marketing and advertising technology space, helping brands maximize audience engagement through data-driven campaigns.

Strategies

• Advanced Data Analysis: By leveraging a cutting-edge identity graph, LiveIntent tracked user interaction patterns and predicted which dormant subscribers were most likely to re-engage. Users were segmented based on engagement metrics, demographics, and preferences.
• Custom Tailored Messaging: Emails delivered by LiveIntent were crafted with personal relevance in mind. Messages highlighted products or services aligned with users’ past behavior, creating a more meaningful communication experience.

Results

Clients experienced engagement rates up to 20 times higher, showcasing how data analytics and audience understanding can transform reactivation campaigns.

3. ActiveCampaign’s Automated Drip Campaigns

Company Overview

ActiveCampaign serves businesses by combining email marketing, sales automation, and customer relationship management (CRM) into a unified platform.

Strategies

• Drip Campaigns: Using a phased approach, ActiveCampaign sent automated emails over time to gradually re-engage inactive subscribers. These emails provided valuable content and incentives such as discounts or exclusive promotions.
• Segmentation and Personalization: Target audiences were segmented by inactivity duration, and content was crafted based on their history with the company—creating a personal, inviting tone.

Results

This method proved highly effective, leading to higher open rates and conversions, including renewed product subscriptions and completed sales.

4. HubSpot’s Dual Re-Engagement Plans

Company Overview

HubSpot is a leader in marketing automation, known for its inbound marketing and CRM tools designed to foster stronger customer relationships.

Strategies

• Strategic In-App Messaging: Personalized messages sent directly within HubSpot’s platform gently reminded dormant users of tools they had overlooked or features they hadn’t tried.
• Targeted Email Outreach: Email campaigns were aligned with user activity history, showcasing platform updates, new features, or educational content designed to demonstrate HubSpot’s continuing value.

Results

This two-pronged approach improved user retention, with more subscribers actively engaging and exploring HubSpot’s full suite of features.

5 .Zendesk’s Support-Focused Engagement

Company Overview

Zendesk provides customer service solutions, such as ticketing systems and live chat tools, to help businesses manage customer inquiries efficiently.

Strategies

• Support-Oriented Personalization: Zendesk crafted emails featuring helpful tutorials and tips related to users’ previous platform activity. Additionally, they offered free trials and personalized customer support as incentives.
• Behavior-Based Triggers: Actions—or the lack thereof—guided communication. For instance, if a user stopped using a specific feature, targeted messages promoted its benefits and urged re-engagement.

Results

This strategy led to both improved customer satisfaction and the return of dormant subscribers to explore Zendesk’s services anew.

Final Thoughts

Re-engaging with your audience involves both creativity and strategy. To successfully bring subscribers back into the fold, you need to combine innovative ideas with practical planning. By analyzing data and dividing your audience into smaller groups based on their behaviors and preferences, you can create messages that feel personal and relevant. It's all about reaching the right people with the right message at the perfect moment.

If you’re ready to reconnect with dormant subscribers, start by identifying their needs through segmentation and personalization. Craft messages that speak directly to their interests and experiences. To make sure your emails reach their inboxes, rely on a dependable email platform that ensures deliverability.

Maileroo is an excellent tool for improving email performance and re-engagement. With the right mix of strategies and tools, you can revamp your campaigns, boost engagement, and achieve impressive results.