What’s the right reactivation frequency?

The right reactivation frequency depends on how long a subscriber has been dormant and the nature of your relationship. For subscribers who have not engaged in 90 to 180 days, a single reactivation series of two to three emails over two weeks is standard. If they do not respond, remove them from regular sends or move them to a suppression list.

Reactivating the same unengaged subscribers every few months damages your sender reputation and wastes resources. Mailbox providers notice when you repeatedly send to addresses that never engage, and they interpret this as poor list hygiene. Each failed reactivation attempt increases the likelihood of spam folder placement.

Some senders implement a slow drip reactivation strategy, sending one highly targeted email every three to six months to see if circumstances have changed. This works better than aggressive re engagement campaigns for audiences with naturally long purchase cycles. The key is giving up when the data tells you to. Reactivation is like trying to wake a sleeping sailor. If they do not stir after a reasonable effort, let them rest.