Safely messaging inactive email addresses requires a multi-faceted approach to protect sender reputation. Recognize that pandemic-related changes might skew inactivity metrics. Implement re-engagement campaigns with targeted, segmented messaging and incentives. Gradually warm up inactive emails in small batches, blended with regular sends. Use sunset policies to define when and how to remove inactive subscribers. Ensure explicit permission and consent. Monitor spam rates, handle bounces, and practice rigorous list hygiene. Segment lists and suppress inactive addresses from standard campaigns. Implement email authentication (SPF, DKIM, DMARC).
10 marketer opinions
To safely message inactive email addresses without damaging sender reputation, marketers recommend a multi-faceted approach. This includes recognizing that recent global events might impact traditional inactivity metrics, implementing re-engagement campaigns with segmented messaging and incentives, and gradually warming up inactive emails in small batches. Experts also emphasize the importance of sunset policies to remove unengaged subscribers and ensuring explicit consent. Regular list cleaning, monitoring spam rates, and proper email authentication practices are vital for protecting deliverability.
Marketer view
Email marketer from Reddit shares a practical strategy. The redditor suggests to begin warming up the inactive emails. Segment them into smaller groups and send them emails with high open rates in your regular campaigns. If a few convert you can target more.
31 Dec 2023 - Reddit
Marketer view
Email marketer from Mailjet explains that a re-engagement campaign is crucial before sending to inactive subscribers. The marketer suggests segmenting inactive users and crafting targeted messaging to entice them to re-engage, offering incentives or highlighting what they've missed.
24 Nov 2023 - Mailjet
5 expert opinions
Experts emphasize the risk of damaging sender reputation when emailing inactive addresses. A recommended strategy involves implementing sunset policies to remove inactive users after a defined period and using targeted re-engagement campaigns. Gradual re-introduction of inactive users in small segments, blended with regular sends, minimizes risk. It's crucial to segment lists by activity and suppress inactive addresses from standard campaigns to avoid spam reports.
Expert view
Expert from Spam Resource advises email marketers segment their email lists based on subscriber activity and actively suppress inactive email addresses from regular campaigns. Inactive addresses may report your email as spam and negatively impact sender reputation.
10 Apr 2022 - Spam Resource
Expert view
Expert from Email Geeks shares advice on sending in waves, suggesting adding no more than 10% volume to any given day and sending around the same time as usual campaigns. Matt advises segmenting by inactivity duration (e.g., 181-220 days, 221-250 days, etc.) or alternatively, adding no more than 10% of the active list to the win-back/sunset campaign.
14 May 2023 - Email Geeks
5 technical articles
Technical documentation consistently emphasizes maintaining a good sender reputation when emailing inactive addresses. Key strategies include diligently monitoring spam rates and reducing sending frequency if rates are high, regularly cleaning email lists to remove unengaged subscribers and hard bounces, implementing confirmed opt-in processes to ensure valid consent, applying proper email authentication methods (SPF, DKIM, DMARC), and effectively handling bounces to prevent deliverability issues.
Technical article
Documentation from SparkPost explains the importance of list hygiene. Sending to a large number of inactive addresses can lead to deliverability issues. They recommend regularly cleaning your list by removing unengaged subscribers and those who hard bounce or unsubscribe.
16 Dec 2024 - SparkPost
Technical article
Documentation from Microsoft emphasizes the importance of maintaining a good sender reputation. Sending emails to inactive addresses can negatively impact your reputation. Microsoft recommends regularly cleaning your email lists and implementing a confirmed opt-in process.
13 May 2023 - Microsoft
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