Re-engagement campaign vs straight sunset: when to revive, when to cut

Re-engagement campaign vs straight sunset: when to revive, when to cut
A frame: keeping dead weight to feel big is the most common, most expensive mistake. These reads call it.

🚀 Deliverability
— Engagement-decay study — made the cut for the threshold: subscribers cold 90+ days drag your whole sender reputation down.
— Sunset-policy guide — worth your time for the clean rule: one re-engagement attempt, then suppress, no sentimentality.

📥 Swipe
— Win-back sequence roundup — picked it for the formats that actually revive: single clear ask, not another newsletter.

🧪 Tests
— Revive-rate benchmark — earned its spot for setting expectations: typical win-back recovers low single digits, so plan to cut most.

Rule: try once, measure, then cut hard. A smaller engaged list outsends a bloated dead one.
Saved you ~2 hours.