Re-engagement program
They used to log in. They don't now. Mara reconstructs what they were doing when they stopped and writes from there.
Re-engagement is different from win-back. Win-back is for customers who actively left: cancelled, churned, said goodbye in one form or another. Re-engagement is for the ones who just went quiet. The product's still installed. The subscription's still active. They just stopped showing up.
When it fires
When the Cartographer flags a contact as dormant past the threshold you set. Default thresholds: 14 days for consumer products, 30 to 60 days for B2B. The Cartographer reads your event stream and decides which segment each contact belongs to.
Mara writes when a contact crosses into "dormant" for the first time. Not on re-entry.
What's in it
One to three emails over 30 to 60 days. Lower urgency than churn-save or win-back. These contacts haven't made a decision; they've just drifted.
Send 1: "Where you left off." Mara names the last thing the contact was doing. The most recent project, the last conversation, the unfinished step. If your product has a "resume" surface, the CTA points at it.
Send 2 (optional): "Anything we can help with?" A real check-in. The Reply Analyst routes responses to your inbox.
Send 3 (only if added): "We'll back off." Last contact for a while. Sets the expectation that Mara isn't going to keep poking. This one often gets replies the other two don't, because the absence of pressure is the new variable.
How she writes it
Recipient context is on by default for re-engagement. Mara needs to know what the contact was doing because the program is built around naming it.
The Copywriter pulls the activity log. What was the contact's pattern in the 30 days before they went quiet? What did they hit, what did they click, did they reply to any prior send? The qualitative summary the Copywriter writes captures the shape of their use. Something concrete, like "active on weekdays, mostly on the analytics surface" or "weekly check-ins, used the export feature each time."
The send names that pattern back to them. Not in a stalkerish way. In a way that makes it clear this isn't a generic "we miss you" email.
What gets tested
Subject line framing matters. The bandit tests direct ("Your last project is still there") against question ("Still interested in X?") against intriguing ("A small thing").
Body emphasis is less variable. The "name what they were doing" structure stays constant; what varies is the lead and the CTA.
What you control
The dormancy threshold is yours to set. The Cartographer's default is reasonable for most products, but if you know your users have monthly patterns, override the default upward.
You can also pause re-engagement entirely for a segment. Some products don't want to nudge their power users when those users take a planned break.
Related programs
Re-engagement sits between active and lost. If a contact crosses from dormant into actually-cancelled, churn-save takes over. If they cancel without re-engagement ever firing, win-back picks up after the cooldown.