Simple strategies for running successful re-engagement campaigns from Russia ...

aysha944

The biggest challenge in email marketing is reactivating old subscribers. Those who signed up earlier but no longer open emails – these are called “Inactive Subscribers”. Re-engagement campaigns are run for them .

When working with Russian Russia Consumer Email List Database email users, you need to use a few different strategies, as email services like Mail.ru, Yandex.ru or Rambler.ru are a bit more sensitive. Today I'm sharing how I ran a successful re-engagement campaign with a Russian database – simply.

1. Separate inactive users

First, I looked at my email list to see who hadn't opened or clicked on an email in the last 90 days. I put them in a separate group.

2. I put a personal touch in the subject line



I used a subject line that made it seem like this email was just for him – like this:
"Алексей, мы скучаем по тебе!" (Alexey, we miss you!)

Russians respond more when their names are used.

3. Offer for old users

In my campaign I said –
"Только для тебя — скидка 20%!" (Just for you – 20 discount!)

This makes subscribers feel special, and increases their interest in opening the email.

4. Series of emails sent (3-Step Campaign)

I sent a total of 3 emails:

Reminder Email – “We miss you” style

Special Offer Email – with discount or gift

Last Chance Email – “Do you really want to say goodbye?”

This continuity has worked very well.

5. I removed those who didn't respond either.

Not for everyone – We removed users who received 3 emails but didn't click from the list. This reduced future bounce rates.

What were the results?

Open rate increased from 8% to 21%

Click-through rate (CTR) increased from 2% → 7%

About 15% of old users became active again.

Spam complaints were only 0.1%.

Some additional tips:

Setting up SPF, DKIM is essential for Mail.ru and Yandex.ru users

Don't put too many images or links in emails.

Use less words like "Бесплатно", "Срочно" (free, urgent) in the subject line

✅ Conclusion

A re-engagement B2C Email Address List campaign is not just about sending an offer – it’s another opportunity to build relationships. Talking to Russian users patiently, personally, and clearly yields good results.

Have any of you worked with Russian lists? What kind of offers or subject lines worked? Let me know in the comments!