Pre-holiday email reminder: Approach mailing to unengaged contacts with caution. If you haven't mailed to an audience for months (or maybe since last BFCM), you could be risking the health of your entire program by suddenly adding dead contacts to your mailing list. 1/3

If you want to expand your audience pre-holiday, proceed with caution. Throttle deployments to bite-sized audiences of unengaged contacts starting with the most recently lapsed and working your way backward. This process should stretch over several days (weeks for big lists). 2/3

Track revenue by cohort to ensure dipping further and further back is actually driving revenue. Watch open rates by domain to ensure you're not landing in the spam folder. Most importantly: START TODAY. Don't wait until the big weekend to bring these contacts into the fold. 3/3