This article explains how email marketers and deliverability teams should manage inactive contacts to protect deliverability and maintain list health over the long term. It covers why inactive contacts are a normal and valuable part of any email programme, how mismanagement of inactive data causes deliverability problems, what proactive health metrics to monitor, and how to recover when issues arise. The guidance and recommendations in this article are based on more than 20 years of operational experience in email deliverability support.

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