Try reactivation before inactivation

Experience shows that many companies struggle with the concept of culling old data as they naturally want as big a pool as possible to target with their email campaigns, which is of course very understandable. However, as data ages there is no denying it becomes old and tired. Addresses may no longer be valid, they may stop engaging altogether and the risk of spam traps sneaking in increases, all of which will do your reputation no favours and may ultimately hurt your chances of delivering to your fresher, more engaged data. It is therefore very advisable to follow a hygiene process and be willing to get rid of old and unengaged data before it starts doing more harm than good.…