Clean inactive subscribers

Our engagement list shows 28% inactive subscribers who haven’t opened an email in 12 months. Run a re-engagement sequence targeted only to the 12-month inactive cohort, with a three-message cadence over 21 days and a clear unsubscribe link. Mark anyone who remains inactive after the sequence for suppression and export that suppression list to accounting for reporting on Monday.

Before running the re-engagement, make it easy to approve: show predicted recoverable percentage, surface the revenue-at-risk represented by the inactive cohort, propose subject lines and send times that previous wins suggest, and flag which subgroups should be suppressed immediately instead of re-contacted.

I have a 12-month inactive cohort that’s 28% of the list. I can run a re-engagement sequence or suppress them to protect deliverability. I’m afraid re-engaging will hurt deliverability but suppressing loses potential revenue. What’s the best next move given our small marketing budget and need to protect sender reputation?

Every six months I spend days trying to re-engage the same inactive subscribers and then decide whether to suppress them. What regular habit, segmentation rule, or campaign cadence should I adopt so inactive users are handled automatically and we stop wasting time on the same people?