What’s the difference between reactivation and recovery engagement?

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.