How can consistent segmentation protect reputation permanently?

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.