Father of 5 - Email Marketing and Inbox Deliverability Expert (25 years)
Ocean City, MD, USA
Joined March 2009
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Found my actual "why" internally. 7 months of coding isolation and months of hands on testing before launching; 100% worth it all now 馃檹
So darn proud of Reengage.Pro
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Everyone gives you the same advice about subscribers who went quiet: delete them, or send one big "we miss you" blast.
Both can wreck your sending reputation.
A dormant list isn't dead weight and it isn't free money. It's a minefield.
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3. Dormant complainers.
Still real, still receiving, but they forgot they ever signed up. They don't unsubscribe. They hit "spam."
And Gmail just tightened the screw: it now flags you at 0.1% complaints, 1 in 1,000, where it used to stay quiet until 0.3%.
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Twice now I have said don't mail your dormant segment.
Fair to ask what you should do instead.
There is a safe way. It has four requirements and none of them are optional.
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Which is the real reason people either blast the list and wreck the domain, or delete it and eat the loss.
Not laziness. Doing it by hand means watching a screen for hours. Nobody has that.
So they pick one of the two bad options.
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You know your list size.
You know what email made last quarter.
You have probably never divided one by the other for the half of your list you gave up on.
Ten minutes to find that number. It is usually bigger than people expect.
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Send to a large block of long-dormant addresses and you have just told every inbox provider that you mail people who do not want you.
Complaints spike. Traps fire.
And the damage is not contained to that segment. It hits your whole domain, including mail to your best buyers.
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