How can consistent segmentation protect reputation permanently?

Segmentation as reputation protection:

Engagement-based sending:

Always prioritize engaged users

Limit sends to unengaged

Sunset truly inactive addresses

Consistent application:

Apply to every campaign

No exceptions for "important" sends

Automated enforcement where possible

Benefits:

Maintains high engagement rates

Prevents complaint accumulation

Avoids trap hits from old addresses

Keeps reputation metrics healthy

Implementation:

Build segments into send process

Default to engaged-only sending

Require approval for broader sends

Standard operating procedures prevent the behaviors that caused problems.