What’s the difference between reactivation and recovery engagement?

Reactivation versus recovery:

Reactivation campaigns:

Target dormant, unengaged subscribers

Goal: wake them up or remove them

Risky: low engagement expected

Do during healthy periods, not recovery

Recovery engagement:

Target already-engaged subscribers

Goal: generate positive signals for providers

Lower risk: high engagement expected

Essential during reputation rebuilding

Why the difference matters:

Reactivation often produces complaints and low engagement

During recovery, cannot afford negative signals

Save reactivation for after recovery complete

Sequencing:

Recover reputation first

Then carefully reactivate if desired

Trying to re-engage disinterested customers during probation invites more violations.