LET'S TALK REENGAGEMENT

Summary from the TLDR Marketing newsletter

Re-engagement campaigns are a targeted fix for deliverability issues, not an ongoing list-shrinking tactic. They help identify abandoned inboxes, spam folder recipients, and true spam traps, which all show little or no measurable activity. Engagement signals vary across mailbox providers, and many users read email in untrackable ways, so senders need to be clear about their goals and selective about who enters a re-engagement flow. The priority is removing risky addresses rather than penalizing real subscribers who appear inactive due to image blocking or limited tracking. Re-engagement should only run when there is a concrete deliverability problem, since it always removes some legitimate users.