Apple's Mail Privacy Protection has made open rate too unreliable to base list pruning on — yet many sunset policies still do. In 2026, the fix is to rebuild your sunset rules around clicks and site behaviour. Here is how to define an engagement window, run a re-engagement pass, and suppress without damaging reputation.
Many senders verify their lists, keep bounce rates low and still watch inbox placement slide. The culprit is usually not bad behaviour — it is list decay: recycled spam traps, catch-all domains and addresses that look valid but never engage. Here is how spam traps work in 2026 and how to prune your list before it damages your sender reputation.
Bounce rate is one of the fastest ways to spot a list-health problem. Here is the formula, the difference between hard and soft bounces, what counts as a good rate, and how to bring a high bounce rate down.
Most re-engagement emails are too polite, too vague, or too late. Here's how to write one that actually wins subscribers back - and how to know when to stop trying.