Will engagement weighting increase over time?

Engagement weighting will likely increase over time as mailbox providers refine their understanding of user preferences. Filters increasingly distinguish between messages users want (even if they do not always open) versus messages users tolerate or ignore.

This evolution means sending to disengaged subscribers becomes increasingly problematic. Historical tolerance for padding lists with inactive addresses decreases as engagement signals more strongly influence filtering.

The trend rewards quality over quantity in list management. Smaller, engaged lists outperform larger disengaged lists. Sunset policies removing inactive subscribers become competitive necessities rather than optional best practices.