"Most of my work with re-engaging users is with folks who have been listed on a blocklist due to spam trap hits or who are dealing with major deliverability problems at consumer mailbox providers like Google and Yahoo. I don't normally recommend or even encourage clients without deliverability problems to run re-engagement campaigns. If things are working, there's no reason to shrink your subscriber base. Re-engagement is something I use to solve a problem, not something I do ore recommend as ongoing practice."
"Abandoned email addresses: These are the kinds of addresses I talked about in my 2010 zombie series. The owners of these addresses legitimately and actively subscribed to a mailing list at some point and the addresses are still accepting email. However, the owner has abandoned the email address, either intentionally or accidentally by losing a password. The mail may be going to the inbox or the spam folder, the sender just doesn't know."
Re-engagement campaigns exist to repair deliverability and reputation problems caused by risky or inactive addresses rather than as routine list-building practice. Primary use cases include recipients hit by spam traps or blocklists and major inboxing failures at providers like Google and Yahoo. Re-engagement is unnecessary for lists collected with genuine permission and should be avoided when delivery is healthy. Three broad address categories drive re-engagement: abandoned addresses that still accept mail, addresses whose mail lands in spam folders, and addresses associated with spam-trap or blocklist activity. Campaigns should target problem addresses to protect overall sender reputation.
Read at Wordtothewise
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