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Over time, recipients in your mailing lists can become inactive: i.e. recipients who no longer open or click on your emails for a given period of time.

Having a cleaner (albeit smaller) mailing size will improve your engagement metrics, as shown in this case study by Marketing Sherpa.

There are two ways sets of tools to manage these inactive recipients in MailUp:

  • Create a re-engagement campaign and try to "win-back" those inactive recipients in your mailing lists. On this important topic, we have created a dedicated section. See how to setup a re-engagement campaign.
  • Setup the inactive recipient management section, covered below and introduced with MailUp 8.2.1 

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Using the Inactive recipients management features


The advantage of disengaging (and ultimately unsubscribing) these inactive recipients is that you clean your mailing lists and improve your engagement metrics: this can have a positive impact on your deliverability, minimizing the chances that a low level of engagement may lead to your messages being delivered to the junk folder.

There are 3 steps in this process:

Step 1: Reduce mailing frequency

Some of your subscribers may be receiving too many emails and ultimately may have disengaged from your communications. Limiting the number of sent emails to inactive recipients increases the likelihood that they'll open one of your emails. The logic is that your recipients are more inclined to open your emails since there are fewer of them in their inbox.

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A good practice is to create a triggered email ( Marketing+ > Triggered messages) notifying those subscribers that you'll be reducing mailing frequency. The Event trigger is setup with the condition to send the email if 90 days pass since their last click or open (as seen below). The copy of the triggered email can be something in the lines of "We've seen that lately you've shown little interest in our emails. For now, we're going to send you fewer emails and try to make our emails more relevant to you!"

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You have 3 options:

  1. Keep this feature disabled. We don't recommend this. It's a good idea to manage inactive recipients.
  2. Attempt to re-engage (and then eventually unsubscribe). This is the recommended approach.
  3. Unsubscribe immediately.

Attempt to re-engage (and eventually unsubscribe)

This feature automatically sends the Email to inactive recipients (i.e. the ultimatum email with . If you are running a re-engagement campaign, this would be your "ultimatum email", the last email you send to try to re-engage these recipients. It should contain a clear call to action: , prompting your customers to either to remain in your mailing list subscribed or to unsubscribe).

Typically, you can see a 3-5% increase in subscriber re-engagement. This is a low percentage because we're talking about an already inactive audience.

To modify the email message click on Edit or Preview. For more info view this section.Image Removed


To track the subscriber engagement more accurately, the Email to inactive recipients should contain web-links (e.g. a call-to-action) or images:

  • Links in your email allow you to track the number of clicks and clicking subscribers.
  • Images that are downloaded into the email allow for a more accurate open rate (this is because the "click here to download images" feature in email clients is tracked)





Inactive recipients in this category will be unsubscribed. These recipients have had multiple opportunities to engage with your emails, however they have declined them all. There is no incentive for you to have these recipients in your mailing list and the system will automatically unsubscribe them. Having a cleaner (albeit smaller) mailing size will improve your engagement metrics, as shown in this case study by Marketing Sherpa.

Image RemovedUse this option if you simply want to unsubscribe recipients that have been inactive for a long time. This may or may not be used in conjunction with a re-engagement campaign.

Running a re-engagement campaign