The Case for Reactivation (and Sunsetting)

We often talk about the importance of "keeping a clean house" when it comes to deliverability. But list hygiene isn't just about bouncing bad addresses; it’s about managing the entire subscriber lifecycle to ensure mailbox providers see you as a sender people actually want to hear from.Jessica Fern Hunt, a very smart deliverability consultant over at Twilio, recently shared a must-read post on LinkedIn regarding the "Case for Reactivation Campaigns."Jessica highlights a truth that many marketers still struggle with: engagement is a deliverability signal. If you are carrying a large percentage of disengaged subscribers who haven't opened an email in six months, you aren't just paying to store dead weight. You are actively hurting your chances of reaching the inbox for your active subscribers. When mailbox providers see low engagement rates, they start to view your mail as "unwanted," and that’s a fast track to the spam folder.Reactivation (or "winback," or "re-engagement") campaigns…