[{"data":1,"prerenderedAt":81},["ShallowReactive",2],{"blog-post-en-one-year-of-mailok":3},{"post":4,"related":64,"locales":79},{"id":5,"title":6,"author":7,"body":8,"date":48,"description":49,"draft":50,"extension":51,"image":52,"meta":53,"navigation":54,"path":55,"readingMinutes":56,"seo":57,"stem":58,"tags":59,"updated":62,"__hash__":63},"blog_en\u002Fblog\u002Fone-year-of-mailok.md","Before you remove everyone who never opens","MailOK",{"type":9,"value":10,"toc":44},"minimark",[11,15,26,29,32,35,38,41],[12,13,14],"p",{},"“Remove everyone who hasn't opened in a year” sounds like an easy maintenance rule. The trouble is that an open report isn't a reliable record of who read your email.",[12,16,17,18,25],{},"Tracking commonly relies on a small image loading. Images can be blocked. They can also load without the recipient reading the message. ",[19,20,24],"a",{"href":21,"rel":22},"https:\u002F\u002Fsupport.apple.com\u002Fen-lb\u002Fguide\u002Fmail\u002Fmlhl03be2866\u002Fmac",[23],"nofollow","Apple's Mail Privacy Protection",", for example, downloads remote content in the background.",[12,27,28],{},"That leaves you with possible errors in both directions: readers marked inactive and unread messages counted as opens.",[12,30,31],{},"Look at other evidence before removing someone. Replies, purchases, recent account use and explicit preference updates can tell you more. Clicks help, though security software can also follow links automatically.",[12,33,34],{},"The appropriate time window depends on what you send. A weekly newsletter and an annual renewal notice shouldn't use the same inactivity rule. A customer who ignores marketing may still need receipts and service messages.",[12,36,37],{},"Choose a policy you can explain: what activity counts, how long you wait, and which types of mail stop. Apply it consistently. Keep marketing subscription status separate from operational messages that remain necessary for the account.",[12,39,40],{},"When a subscriber leaves or a mailbox is confirmed nonexistent, honour that directly. You don't need an engagement score to overrule a clear unsubscribe or delivery failure.",[12,42,43],{},"Open rates can help you notice a change across comparable campaigns. They are a poor sole reason to erase an individual subscriber.",{"title":45,"searchDepth":46,"depth":46,"links":47},"",2,[],"2025-09-19","Open tracking can mislead you. Review other activity before deciding a subscriber has gone quiet.",false,"md","\u002Fog\u002Fblog\u002Fen\u002Fone-year-of-mailok.png",{},true,"\u002Fblog\u002Fone-year-of-mailok",1,{"title":6,"description":49},"blog\u002Fone-year-of-mailok",[60,61],"List hygiene","Deliverability",null,"xlwqI9Kjbx3xqOta3e3mgL5ak6W_5ScAAngXz23tIzA",[65,72],{"path":66,"title":67,"description":68,"date":69,"tags":70,"readingMinutes":56},"\u002Fblog\u002Fspreadsheet-in-spreadsheet-out","Keep a contact ID in your verification file","A simple export makes it easier to return each result to the right contact without exposing your whole CRM.","2026-07-29",[71,60],"Guides",{"path":73,"title":74,"description":75,"date":76,"tags":77,"readingMinutes":56},"\u002Fblog\u002Fthe-api-now-belongs-to-your-account","Before you connect an email verification API","Plan for unresolved checks, failed requests and changing addresses before putting verification into production.","2026-06-23",[78,71],"API",[80],"en",1790300926660]