How to suppress unengaged users without deleting them?

Suppression means excluding contacts from sends without removing them from your database. It protects deliverability while preserving data and options.

Create a suppression segment. Define criteria for when someone gets suppressed: no clicks in 180 days, failed re-engagement campaign, or whatever threshold makes sense. Make it a dynamic segment that updates automatically.

Exclude from promotional sends. Add the suppression segment as an exclusion condition on marketing campaigns. They stay in your database but stop receiving regular email.

Keep transactional sends active. Suppression typically applies to marketing, not transactional email. Password resets, order confirmations, and account notifications should still reach everyone.

Maintain the record. Their history, preferences, and profile data remain intact. If they re-engage through another channel or make a purchase, you can unsuppress and resume communication.

Periodically attempt resurrection. Once or twice a year, you might send a carefully crafted reactivation attempt to suppressed contacts. Keep expectations low and track results.

Suppression is a middle path. Deleting feels final and loses data. Continuing to email hurts deliverability. Suppression protects your program while leaving the door open for future reconnection.