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- reduce the number of messages sent to inactive recipients
- suspend them after trying to contact them
- unsubscribe them immediately
Everything happens automatically. Remember that these are inactive recipients: the impact on your opens and clicks will be minimal, but the advantages in terms of reputation could be significant because - by definition - your level of engagement will go up (e.g. ame opens, less recipients = higher open rate).
We recommend using this feature in combination with a re-engagement campaign. A re-engagement campaign consists of series of messages (tipically 2 or 3) sent to inactive recipients over a certain period of time, to try to re-engage them. For example, an ecommerce store could filter customers that have not opened the store's weekly newsletter in 90 days and send them a particularly inviting offer. This can be done using a combination of:
- ad-hoc content: special messages created for these re-engagement campaigns
- activity filters: filters set up to locate customers that have been inactive over a certain period of time (e.g. has not opened in the last 90 days AND has not clicked in the last 120 days)
- triggered messages: automated tasks that send the ad-hoc content when a certain activity filter is matched