Hello,
We are setting up a database with lists segmented by country to send email marketing campaigns and activate automated workflows.
We are currently considering excluding:
All contacts that have bounced (repeated hard bounces or soft bounces).
All contacts that have unsubscribed.
In each country list, we are also excluding an additional list that includes:
Contacts who have never received a marketing email.
Or
Contacts whose last opening of a marketing email was more than 365 days ago.
In the case of the latter group, I am considering not deleting them completely, but using them in a reactivation campaign. The idea would be to try to recover them before deciding to exclude them permanently, as I am concerned that if I include them directly in the general lists, it could negatively affect the reputation of the sending IP or the overall metrics (opens, clicks, deliverability, etc.).
Do you think this reactivation strategy makes sense? Or would you recommend another approach to managing this type of inactive contact?