How Email List Rebranding Reengaged One Lapsed Audience

The Email Marketing Podcast with Fexingo: Newsletters, Open Rates, and Subscriber Growth · Jul 17, 2026 · 8m · transcript

When online retailer Birchbox sent a rebrand email to 800,000 dormant subscribers, the campaign delivered a 29% open rate and 3.4% click-through rate on a list that had seen single-digit engagement for over a year. In this episode, Lucas and Luna unpack the specific tactics Birchbox used: the 'we miss you' subject line test, the simplified redesign preview, the one-click reopt-in button, and the five-day urgency window that recovered 14% of churned subscribers. They also discuss the risk of triggering spam complaints versus the reward of reactivating a cold list, and how smaller…