A one-to-one re-engagement email acknowledges the time gap, gives one new reason to talk (a change in your product, their situation or the market), and asks a question that is easy to answer — including "not interested". Making "no" easy is what gets replies from quiet leads.
| Situation | Timing |
|---|---|
| Lead went quiet | 60–90 days after the last conversation |
| Lapsed customer | Soon after cancellation or non-renewal, then again when you ship something relevant |
| Closed-lost deal | Around the time they said to come back |
Hi [their first name], When we last spoke in [month], [topic / what it is about] was not a priority. Since then we have [specific change: feature, pricing, integration]. Is it worth another look, or should I check back later in the year? [your name]
Hi [their first name], When [their company] cancelled, the reason was [reason]. We have since [how you addressed it]. If it helps, I can set up a trial so your team can see it without commitment. Interested? [your name]
Hi [their first name], I have not heard from you in a while, so I want to check: should I keep you posted on [topic / what it is about], or close your file for now? A one-word answer is perfect — either is fine. [your name]
Check how yours truncates on a phone with the subject line tester.
A message to a lead or customer who has gone quiet, aimed at restarting the conversation. In sales it is usually one-to-one; in marketing it is often a campaign to inactive subscribers.
Acknowledge the gap, give one new reason to talk, and ask an easy question such as "worth another look, or should I check back later?".
After a lead has been quiet for a couple of months, after a lost deal reaches the date they gave you, or when you ship something that fixes why a customer left.