Re-engagement campaign
A message or short series sent to inactive subscribers asking whether they still want your mail, before the unresponsive ones are removed.
What it means
Google's Postmaster Tools advice includes periodically sending messages to confirm that recipients want to stay subscribed, and considering unsubscribing those who do not open or read your messages. A re-engagement campaign does that for the inactive segment: it asks clearly, offers a reason to stay and an easy way out, and is followed by removal of everyone who does not respond.
Send it at modest volume: M3AAWG warns that mailing recipients who have not been sent to for a long time risks reaching addresses retired and repurposed as spam traps.
A stricter version, the permission pass, keeps only those who actively confirm. Spamhaus recommends it for opt-in lists that have collected bad addresses.
Related terms
On this site
Sources
What this definition rests on. The wording is ours; the facts are theirs.
- Gmail Help: Postmaster Tools dashboardssupport.google.com
- M3AAWG: Help! I hit a spam trap! (February 2023)m3aawg.org
- Spamhaus: Permission pass, what, how and when to usespamhaus.org
All 432 terms in the glossaryThe wiki: blocklists and bounce codes