List Optimization

List Optimization (also called list cleanup) keeps your subscriber list healthy by identifying people who haven’t opened your newsletter in over 90 days, sending them a re-engagement email, and — based on their response — keeping them active or marking them inactive. The result: better open and click rates, fewer bounces, and a stronger sender reputation.

How it works

When List Optimization is enabled, the process runs daily:

1. After 90 days of inactivity, a re-engagement email is automatically sent and the subscriber’s status changes to Pending re-engagement confirmation.
2. The email asks them to confirm their subscription. If they confirm, they move back to Subscribed.
3. If they don’t confirm within 72 hours, their status becomes Disengaged.

Disengaged subscribers are suppressed from future sends and added to your Inactive Audience — you keep the contact in your database, but they won’t receive newsletters unless reactivated.

How to enable it

List Optimization can be enabled at two levels:

• Organization level — applies to all channels; channel-level settings are disabled while it’s on. Find it in organization Settings, under Newsletters.
• Channel level — applies to a single channel when organization-level optimization isn’t enabled. Find it in channel Settings, under Sending emails.

Toggle List Optimization on, and the system begins processing inactive subscribers daily. If you don’t see the setting, ask your organization administrator.

Related

• Smart Engagement-Based Segments — target inactive readers yourself before they lapse.
• View newsletter reputation scores — monitor deliverability standing.
• Working in Audience