When should you suppress vs segment inactive users?
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Wondering when to give up on an inactive subscriber? Segment first, suppress second. It's a decision framework, not a binary choice.
Start with segmentation when you notice a subscriber hasn't opened an email in 30 to 60 days (depending on your send frequency). Pull them into an "inactive" segment and reduce how often you're hitting their inbox. You might send less frequently, test different subject lines, or focus on your strongest content. This is your reengagement window. You're not punishing them. You're giving them a chance to opt back in.
If they're still inactive after 30 to 60 days of reengagement attempts, that's when you suppress. Suppression means you stop sending to them entirely. Your suppressions don't impact your sender reputation because you're no longer generating unengagement signals from those addresses. It also protects your ESP terms of service. Most ESPs explicitly forbid repeated sends to addresses that don't engage.
The timeline varies. A B2B sender with monthly sends can afford a longer window. A retail company sending 3 times a week should suppress faster. Set a sunset policy before you build your inactive segments. You'll make cleaner decisions and document your process for compliance.
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