Here’s a super-simple plan for automating email re-engagement that anyone can set up in one hour or less.

• No opens/clicks in 12 months?
• Dump into ‘inactive’ segment
• Send 4 emails in four weeks
• Mix up the Subject line and From line formula (be bold, standout)
• Simplify email copy, use a responsive template
• Offer an incentive if possible, use urgency if you can, otherwise use your best controversial or evergreen content
• Exit series on first open/click
• If no response, carry on as usual
• Automate everything

That’s it. You’re done.

Scott Hardigree is the Founder of Email Industries, the folks behind Indiemark and BlackBox.