How to build a “safe send” segment for recovery?

Building a safe recovery segment:

Core criteria:

Engaged in last 30 days (opens or clicks)

Never marked as spam or complained

Multiple engagements (not just one open)

Recent signup (last 6 months)

Additional filters:

Confirmed opt-in source

Organic signup (not co-registration)

Previous purchases or conversions

Active account status

Size considerations:

May be small (that is okay)

Quality over quantity

Expand only after success

Maintenance:

Update regularly based on new engagement

Remove anyone who stops engaging

Keep criteria strict during recovery

Your most loyal, active customers form the foundation of your recovery efforts.