You've put effort into building your email list, but a chunk of your students have gone quiet. They haven't opened your last few newsletters, and they haven't booked a class in weeks. Instead of letting them drift away, you can set up an automated email sequence designed specifically to re-engage them. This guide walks you through the process, from identifying inactive students to crafting a sequence that brings them back to the mat.
What is the recommended length of an automated re-engagement email sequence?
Select one answer.
Why re-engagement matters for your yoga business
Re-engagement emails target subscribers who haven't opened, clicked, or engaged with your emails for a specific period. These automated campaigns aim to reactivate dormant contacts through personalized messaging and compelling offers. For yoga teachers, this is crucial because students who miss a few weeks often never return. Automated check-ins can bring them back before they drift away for good.
Reactivating an inactive subscriber costs significantly less than acquiring a new one. In fact, turning an inactive subscriber into a customer is 5 times cheaper than acquiring a completely new customer, and inactive subscribers can generate up to 7% of overall business revenue. Plus, maintaining an engaged list improves your email deliverability, so your future campaigns actually reach the inbox.
Step 1: Define who counts as inactive
Before you can re-engage, you need to know who to target. Inactive subscribers are typically defined as contacts who haven't opened or clicked your emails within 30–90 days, depending on your sending frequency. For a yoga studio that sends weekly or bi-weekly emails, a 45–60 day window is a good starting point. Use your email platform's behavior-based filters to segment out these contacts.
Segment further by previous engagement level. Separate students who were once highly engaged (regularly opened, booked classes) from those who never really interacted. This allows you to tailor your messaging to their specific relationship with your studio.
Step 2: Build a 3-email sequence
A single re-engagement email can work, but a sequence with multiple touchpoints increases your chances of success. Space these emails out—for example, one per week over three weeks. Here's a proven structure:
Email 1: The reminder. Acknowledge the gap and remind them what they're missing. Use a subject line that creates curiosity, like "We miss you at the studio" or "Your mat is waiting." Keep it warm and personal, not pushy.
Email 2: The value-add. Share something useful—a new class you've added, a free guided meditation, or a tip for home practice. This shows you're invested in their well-being, not just their attendance. No hard sell here.
Email 3: The incentive. Offer a clear reason to return, such as a free class or a discount on a class pack. Make the call-to-action obvious, like "Claim your free class" or "Book your spot now." This is your final nudge before you consider removing them from your list.
Step 3: Write emails that get opened
Your subject line is the first hurdle. It must acknowledge the relationship gap and create curiosity. Avoid generic lines like "Newsletter" or "Update." Instead, try "It's been a while…" or "We saved a spot for you." Keep the email body brief and engaging—no walls of text. Use a clear, single call-to-action, and make sure the email is mobile-responsive, since many students will read on their phones.
Include an unsubscribe option in every email. This isn't just a legal requirement; it also protects your sender reputation. If a student isn't interested, it's better to let them go than to have them mark your emails as spam.
Step 4: Automate and monitor
Set up your sequence as an automation in your email marketing platform. Trigger it based on the inactivity criteria you defined. Once it's live, monitor the results. Track open rates, click-through rates, and conversions (bookings or sign-ups). Use this data to refine your subject lines, offers, and timing.
Run re-engagement campaigns every quarter to keep your list healthy. This is especially important if you use double opt-in, as it confirms that your contacts still want to hear from you. A clean, engaged list means better deliverability and more effective campaigns overall.
How the Featured Expert Can Help
Kavi offers done-for-you websites for yoga teachers and wellness pros, handling design, hosting, updates, and support for a flat monthly fee. If you need a professional online presence to support your email marketing efforts, visit Kavi to learn more.
Quiz
What is the recommended length of an automated re-engagement email sequence?
- 2-3 emails
- 5-6 emails
- 1 email only
Correct answer: 2-3 emails