This document discusses email reactivation and segmentation strategies used by the World Development Movement (WDM) to improve email engagement. [1] WDM conducted an email reactivation campaign targeting people who had not opened emails in 6 months. The campaign achieved a 17% open rate and 11% click through rate, higher than average. Feedback showed many people did not realize it was an email list or were concerned about being tracked. [2] WDM then piloted email segmentation to send more tailored messages. They tested different reminder emails based on past activity. This doubled income compared to previous appeals. Future plans include personalized thank you messages and campaign updates tailored to past engagement.