Best of the inbox: the re-engagement / win-back playbook

Best of the inbox: the re-engagement / win-back playbook
Dead weight tanks deliverability. Here's how to win back what you can and cut the rest cleanly.

🎯 Target
— Define 'dormant' by behavior, not calendar — no open or click in 90-120 days, adjusted for your send frequency.
— Sandbox them off the main IP — re-engage from a separate subdomain so failures don't drag your primary reputation.

📥 Sequence
— Email 1 = value, no ask — your best content, plain text, single link. Curiosity reactivates more than discounts.
— Email 2 = the explicit choice — 'confirm you're in or we'll stop'. Honest and it cleans for you.

🧹 Cut
— Suppress non-responders permanently — moving them back to the active list re-poisons everything.

Why these picks: behavior-based targeting and an isolated subdomain are what make win-back safe instead of suicidal.

Saved you ~2 hours of guesswork.