Re-engagement flows are one of the most sensitive parts of any automation system. When executed poorly, they damage sender reputation, increase spam complaints and trigger mailbox provider filters. But when designed with respect, transparency and proper timing, re-engagement flows can restore relationships, clean your CRM and protect the long-term health of your domain.

This guide by Sendexy explains how to design re-engagement automations that strictly follow Brevo’s guidelines, protect user trust and maintain compliance with 2026 expectations. Instead of pushing inactive users aggressively, you’ll learn how to nudge them responsibly — while also knowing when to remove them ethically.

Why Ethical Re-Engagement Matters for Deliverability

Inactive users create:

• Lower open rates
• Weaker engagement signals
• Higher complaint probability
• Possible spam trap issues
• Unstable domain reputation

Mailbox providers (Gmail, Outlook, Yahoo) use engagement history to decide inbox placement. If you send repeatedly to people who ignore your emails, your entire domain is marked as:

• Low-quality sender
• Potential spam risk

Brevo's scoring system monitors re-engagement activity closely because re-engagement is usually where sender reputation breaks. A responsible re-engagement flow strengthens trust instead of harming it.

Deep Feature Explanation: Brevo Tools for Safe Re-Engagement

1. Engagement Score

Brevo assigns each contact an internal engagement score based on:

• Opens
• Clicks
• Website activity
• Last interaction date

This score determines when a subscriber becomes “inactive” and is ready for re-engagement.

2. Segment Filters

Brevo allows you to create segments such as:

• “No opens for 30 days”
• “No clicks for 60 days”
• “Inactive 90 days”

These segments help you build targeted, respectful flows instead of blasting the whole list.

3. Suppression Lists

Brevo automatically suppresses:

• unsubscribed contacts
• hard bounces
• complaint-associated addresses

This ensures your re-engagement flow never hits harmful addresses.

4. Workflow Builder

Brevo’s automation builder supports:

• time-based triggers
• behavior-based triggers
• conditional branching
• CRM updates
• re-engagement sequences

You can build multi-step re-engagement journeys with minimal risk.

Workflow Logic for a Safe Re-Engagement Journey

Your goal is simple:Try to re-engage them once or twice — if not, remove them ethically.

Step 1 — Trigger

The flow triggers when:

• A subscriber has no opens or clicks for 45–60 days
• A subscriber hasn't interacted in their lifecycle stage

Step 2 — Segmentation

Tag the contact with:

• “re-engagement-started”
• “low-engagement”

Step 3 — Email #1: Soft Check-In

Keep it simple:

• Ask if they still want to stay
• No pressure
• No sales

Step 4 — Wait 5–7 Days

Step 5 — Email #2: Value Reminder

Send something educational, like:

• a guide
• a tutorial
• a helpful resource

Step 6 — Behavior Check

If they:

• open → remove from re-engagement tag
• click → mark as active
• ignore → move to next stage

Step 7 — Email #3: Preference Update

Invite them to adjust:

• frequency
• topic preferences
• content type

Step 8 — Final Step

If no engagement:

• move them to inactive list
• slow down frequency dramatically
• remove after 90–120 days

This protects your sender reputation from long-term disengagement.

Segmentation for Ethical Re-Engagement

Proper segmentation prevents accidental sending to unqualified users.

Strong Brevo segments include:

• Inactive 45 days
• Inactive 60 days
• No clicks in 90 days
• No opens in 120 days
• Low-engagement score

Segmenting helps you send the right message to the right group — not everyone.

Deliverability Mapping for Re-Engagement Flows

Re-engagement flows interact with deliverability more than any other automation. Brevo reads engagement changes as signals:

Positive Signals

• opens after long inactivity
• clicks from dormant users
• successful preference updates

Negative Signals

• sending too many re-engagement emails
• sending to users who never engage
• complaints triggered during re-engagement

A safe re-engagement flow protects your domain by reducing risky sends.

2026 Compliance Alignment for Re-Engagement

Compliance rules affect re-engagement heavily. Follow these principles:

• Do not hide unsubscribe options
• Do not send re-engagement to purchased lists
• Respect regional data rules for inactive users
• Never exaggerate urgency in subject lines
• Ask clearly if they want to stay subscribed

Brevo’s compliance system analyzes these behaviors automatically.

CRM Usage for Strong Re-Engagement Flows

Brevo CRM becomes the intelligence engine behind re-engagement.

Key CRM fields to track:

• last_open_date
• last_click_date
• engagement_score
• lifecycle_stage
• preference_status

Your re-engagement automation updates these fields automatically:

• mark revived users as “active”
• mark no-response users as “inactive”

Accurate CRM usage ensures clean, respectful re-engagement.

Double Opt-In’s Role in Re-Engagement Health

Double opt-in ensures:

• contacts are legitimate
• subscribers actually wanted your emails
• long-term engagement is higher

Most inactive users come from single opt-in. Double opt-in reduces the need for re-engagement by maintaining cleaner lists from the start.

Best Practices for User-Respectful Re-Engagement

• Use calm, friendly tone
• Limit re-engagement emails to 2–3 max
• Never send daily reminders
• Offer preference updates instead of pushing content
• Stop sending if no response
• Focus on value, not pressure
• Remove ethically after final check-in

Re-engagement must feel like an invitation — never pressure.

Use Cases for Ethical Re-Engagement

• Newsletter reactivation for silent readers
• Educational content reminders for learners
• Ecommerce re-check-ins (non-sales)
• Product update nudges
• Preference refresh prompts

These use cases align with respect-first automation principles.

Optimization Routine for Re-Engagement

Weekly

• Track opens from re-engagement emails
• Monitor complaint logs
• Remove newly high-risk users

Monthly

• Refresh content
• Adjust timing based on engagement
• Update segmentation windows (45/60/90 days)

Re-engagement flows improve when continually refined.

Pros & Cons of Responsible Re-Engagement

Final Verdict

Re-engagement is a balancing act between protecting deliverability and preserving user trust. When designed respectfully, aligned with Brevo’s standards, and built on transparent communication, re-engagement flows strengthen your brand instead of weakening it.

A responsible re-engagement flow should feel like:“We’re here if you need us — no pressure.”