Unsubscribe Campaigns

The new "Unsubscribe Campaigns" feature replaces the previous "Inactive Management" function.

This feature allows you to progressively manage the relationship with recipients who are less interested in your communication, also known as "inactive" users.

One of the most common challenges in email marketing is dealing with "inactive" recipients—those who haven't opened or clicked on any messages for months. Although they are inactive, they can still negatively impact the sender's reputation and, consequently, the results of every send. Our experience in handling billions of emails and thousands of clients has allowed us to identify the best practices for solving this problem, striking the right balance between database hygiene and performance.

The "Unsubscribe Campaigns" feature enables you to either clean inactive recipients from your list or reignite their interest through the setup of a dedicated workflow. Additional information can be found in the public guide on email marketing best practices for reactivation.

How to Set Up an Unsubscribe Campaign

1. Go to Recipients > List > Unsubscribe Campaigns and click on Create new Workflow, or

2. Go to Automation > Workflow > New Workflow, and click on the preconfigured Unsubscribe Campaigns workflow.

In both cases, you'll be redirected to the Workflow configuration wizard.

Settings

In the first step of the wizard, to define the starting condition based on filters, you can choose one of the following options:

• Pre-set Filters (recommended): This setting allows you to quickly and easily create an unsubscribe campaign. With Pre-set Filters, MailUp will automatically create an "inactive" engagement filter combined with a filter related to the last email received by the identified inactives. All you need to do is select the time period from the dropdown menu. Additionally, you can set a daily limit on the number of recipients managed by the workflow.

• Custom Filters: With this option, you choose one or more filters to use as the initial condition. In this case, you can also set a daily limit on the number of recipients managed by the workflow.

Build the Workflow

The unsubscribe workflow is preconfigured, so the flow steps are already defined. The recipients identified through the initial condition will be moved from "subscribed" to "suspended."

Your task is to select the email message dedicated to this type of campaign. You can use the drag-and-drop editor to create an email message for the workflow.

Additionally, you can adjust the waiting period, set to 30 days (recommended according to best deliverability practices), from the time the reactivation message is sent. After this period, recipients will be moved to the Unsubscribed list if they do not confirm their interest.

Options

In this step, you can set the sending time and date restrictions.

Review and Confirm

In this final step, you'll find a summary of the workflow configurations.

We've introduced a new feature to help you decide whether to activate the workflow or make changes to the configurations. By toggling "Configure workflow," a modal will open simulating the number of recipients involved based on the initial condition set. Additionally, if you’ve set a daily recipient limit, it will be summarized in the modal. You can choose whether to return to the first step of workflow configuration, "Settings," to modify the daily limit (or other settings) or activate the workflow.

Even if the daily limit has not been set or is higher than the total number of identified recipients, the summary will still appear in the modal, and you'll always have the option to return to settings.