What happens if automations send to unengaged users?

Automations reaching unengaged users create cascading problems:

Engagement metric dilution:

Unengaged users do not open or click. Their non-engagement lowers overall automation performance metrics. This masks the true effectiveness of your automation with engaged audiences.

Reputation damage:

Low engagement signals to ISPs that recipients do not want your mail. Persistent sending to unengaged users accelerates reputation decline. Some unengaged addresses become spam traps.

Complaint risk:

Long-dormant recipients may not remember subscribing. Emails from forgotten senders often get marked as spam. Complaints hurt more than non-engagement.

Resource waste:

Sending costs money regardless of engagement. Support time spent on complaints about unwanted automation. Analytical noise from unengaged recipients.

Solution:

Build engagement filters into automation entry conditions. Route unengaged users to re-engagement flows or suppression.

Unengaged users are not neutral. They actively harm your metrics and reputation with every ignored send.