What kind of content should I send to less engaged subscribers?

Less engaged subscribers need different treatment, not more of the same. They're not responding to your current approach—continuing unchanged makes things worse. For declining or dormant engagement, shift strategy.

Approaches for less engaged subscribers: Reduced frequency—if they're ignoring weekly emails, try monthly. Higher-impact content only—send your absolute best offers, not routine newsletters. Different formats—maybe they prefer plain text, or shorter emails, or different send times. Re-permission requests—"We noticed you haven't engaged. Want to stay subscribed?" Preference updates—"Want different content or less email?" Win-back incentives—compelling offers specifically for reactivation.

Less email is often the right answer. Counter-intuitive as it seems, reducing frequency to dormant subscribers often improves overall engagement metrics. You're not losing much (they weren't engaging anyway) and you're protecting reputation (fewer ignored emails). Quality over quantity. If they don't respond to reduced, targeted attempts, sunset them gracefully.