What should you do with unengaged profiles?

This approach balances deliverability safety with revenue opportunity. While you should not email unengaged people daily, they shouldn't necessarily be deleted or suppressed immediately unless they fail a "Sunset Flow." Protecting the Reputation: By excluding unengaged profiles from your regular (e.g., weekly) newsletters, you keep your open rates high. This ensures inbox providers like Gmail continue to see you as a high-quality sender and place your mail in the "Primary" tab. The "Lurker" Opportunity: Some people are "seasonal" shoppers. They might ignore your emails for six months but will engage when they see a "50% Off Everything" Black Friday subject line. Including them in major announcements (1–4 times per year) allows you to re-activate these "lurkers" without significantly damaging your sender score. Strategic Re-engagement: Think of your unengaged list as a "reserve." You only pull from it when the offer is so strong that it is likely to break through their lack of interest.