Mailing a mostly quiet audience does more than waste sends. Inbox providers watch how people react to your email, and a big send that nobody opens teaches them to put your next email in spam, including for the people who do read you.
The health check shows this before you send.
What you see:
Under the recipient count on a broadcast's Audience step, the audience is split into three engagement levels:
- Opened or clicked in the last 30 days
- Opened or clicked 31 to 90 days ago
- Not engaged in the last 90 days
Each shows how many people and what share of the audience that is.
The warning:
When at least half of an audience of 50 or more has not opened or clicked anything in 90 days, a warning appears, for example: 98% of this audience has not opened or clicked anything in 90 days. It suggests two ways forward: leave the quiet people out, or send in waves so the engaged people go first and you decide on the rest.
Good to know:
Engagement here means opens and clicks on email sent by the Mailer itself. People whose only activity was in another email service before you moved count as not engaged until they open or click something you send from here.