Win-back and reactivation campaigns are useful tools for refreshing your email lists. With these campaign types, positive responses are kept and the portion of the list that does not respond is moved to an inactive status and no longer mailed to.
A win-back campaign is one in which a special incentive is sent to a specific segment of a marketing database. This incentive is an attempt to reengage contacts for which there is low open and click activity.
A reactivation campaign is used to reconfirm a list, which is useful when you use stale lists. Stale lists include addresses that you have not mailed to for over six months. This type of campaign is also typically enforced by blocklists to resolve a block.
A win-back campaign and a reactivation campaign can be combined for greater success.