Email Database Cleanup

Challenge

The email database contained ~14,000 inactive subscribers or prospects who had accumulated over several years, many with little or no recent engagement. The organization had never conducted a database cleanup, creating an opportunity to re-engage interested subscribers while removing inactive contacts.

Action

I built a three-email re-engagement program in Salesforce Pardot. I segmented prospects based on more than one year without an email open and a Pardot score below 10. The sequence progressively encouraged subscribers to update their preferences, explore relevant content, and re-engage with the program. Prospects who remained inactive after the sequence were removed from the email list.

Result

The program re-engaged 163 prospects (2.27%) and removed 7,180 inactive prospects, creating a smaller, more engaged email audience. Following the cleanup, the monthly newsletter’s open rate increased from ~16% to ~31%, nearly doubling.