What’s the acceptable reactivation window for inactives?

Acceptable reactivation windows for inactive subscribers vary by business model but typically range from 6 to 12 months of non engagement before suppression or re permission campaigns.

The window should reflect your normal engagement cycle. Monthly senders might define inactive as 6 months without opens. Daily senders might use 3 months. Match the window to reasonable expectations for your content type.

Before suppressing inactives, try reactivation campaigns. Clear "we miss you" messaging with compelling offers may recover some subscribers. Those not responding to reactivation attempts should be suppressed to protect list quality.