PLAYBOOK: Run a win-back sequence that prunes the list instead of padding it.

PLAYBOOK: Run a win-back sequence that prunes the list instead of padding it.
A lifecycle source told us most re-engagement campaigns fail because they're built to retain, not to decide.
— Define dormant precisely: no open or click in 120 days, set the threshold first
— Email one: ask a yes/no — 'want to keep hearing from us?' — make replying easy
— Email two: show what they're missing, single clear link
— Email three: the honest goodbye, with a one-click resubscribe
— Anyone who ignores all three gets suppressed, not kept 'just in case'
The sender score nobody can recover is built on contacts a win-back should have removed. Watch this.