How Max Stores rebuilt email engagement with Moosend
41% open rate on a regular Tuesday
Moosend’s Deliverability Team partnered with Garyfallia Florou and Helen Melemenis from the MaxStores.gr team to safely restart their email channel.
Highlights
The restart was carefully planned to protect inbox placement.
Only verified opt-in recipients were targeted to maintain list quality.
The first campaign was sent on a weekday, without seasonal support.
The comeback delivered a 41% open rate and 6% CTR.
Max Stores is a Greek retail company founded in 1992, with over 30 years of market presence. Starting from Moschato, the brand has expanded steadily and today operates 10 stores across Attica, including a flagship 3,000+ sq. m. location in Glyfada.
The company specializes in toys, books, school supplies, seasonal items, decoration products, and everyday family essentials, placing children and families at the center of its strategy. With more than 300 employees, Max Stores has built a strong and trusted presence in Greek retail.
The Challenge: Reconnecting with Their Audience
Like many established Greek brands, Max Stores had invested in growing its digital presence and subscriber base through website forms and online communication.
Subscription form copy: Sign up to stay updated on our latest offers and new arrivals.
However, their email channel had remained inactive for quite some time.
When the team decided to return to the inbox, the stakes were high. The first campaign would define how subscribers perceived the brand moving forward. So, it needed to reintroduce Max Stores clearly and confidently, without sounding abrupt or overly promotional.
The goal was to re-establish communication in a way that reflected the brand’s identity and set the foundation for consistent future campaigns.
Pro Tip: After a long pause, your first email sets the tone for everything that follows. Use it to reintroduce your brand, clarify what subscribers can expect, and rebuild trust before increasing promotional pressure.
The Strategy: Simplicity and Intentional Timing
While they could have taken advantage of seasonal events like Black Friday, Christmas, or Valentine’s Day, Max Stores didn’t return with a heavy promotion schedule.
On the contrary, they began with a single re-engagement email delivered on January 27, 2026:
Email copy: We’re back. With fresh energy and plenty to share.
The campaign, which was sent to a clean opt-in list, included:
- A clear “We’re back” message that explained the silence
- Copy focused on renewal, preparation, and a fresh start
- A tone consistent with Max Stores’ everyday retail identity
- A 20% welcome-back discount after the reintroduction
Now, choosing a regular retail day was intentional. By avoiding holidays or major sales events, the team ensured the results reflected real audience interest rather than seasonal momentum.
The message centered on reintroducing the brand and setting expectations for future content, including trends and ideas. Lastly, the discount was positioned as an added benefit, not the main reason to engage.
Pro Tip: Structure your re-engagement email in stages. Start with context, explain what subscribers can expect, and introduce incentives after rebuilding familiarity.
The Result: Strong Engagement without Seasonal Boost
The comeback campaign delivered a 41% open rate and a 6% click-through rate.
For an account that had been inactive for months, this level of response showed that the audience was still willing to engage when the message felt relevant and well-timed.
But restarting communication was only the first step.
Subscription form copy: Sign up for our newsletter and get 20% off on orders over 20€ across the entire site!
While carefully rebuilding trust with existing subscribers, Max Stores continues to grow its list through a clear value exchange.
Visitors can sign up for the newsletter to receive a discount. Then, new subscribers automatically receive a welcome email with the said code, reinforcing the incentive and setting clear expectations from the start.
Pro Tip: Reactivation and list growth should run in parallel. Protect your sender reputation by scaling volume carefully, while maintaining a strong acquisition flow with clear incentives and automated welcome emails.
Additional Case Studies
- How Anastasia Blogger consistently achieves a 25% open rate
- How SimplyDigital builds a trusted community with Moosend
- How InsuranceMarket creates advanced email performance reports
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