What’s the minimum engagement threshold for recovery sends?
Target metrics:
- Open rate: 25%+ (ideally 30%+)
- Click rate: Above your historical average
- Complaint rate: Below 0.1%
- Bounce rate: Below 1%
If not meeting thresholds:
- Segment more aggressively
- Reduce send frequency
- Improve content relevance
- Review list sources
Why high thresholds matter:
- Recovery requires positive signals
- Weak engagement does not help
- Better to send less with better metrics
Adjustment:
- Thresholds can relax as recovery progresses
- Start strict, loosen gradually
- Never below healthy industry norms
Only ship cargo you are confident will be well received during your probation period.
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