2026-03-27 · Leo Martins
When winback hurts deliverability—and how to unwind it
deliverabilitywinbackrisk
Winback bursts can spike complaint rates faster than they lift revenue. We show how to stage sends with explicit cooling windows and how to pair creative refreshes with list hygiene tasks often skipped under pressure.
The middle section covers partner conversations: what ESPs need to see, how to document remediation, and how to avoid blaming individuals when systems allowed the spike.
Recovery is a product discipline too: in-app messages and human outreach can carry part of the load while email reputation stabilizes. Teams leave with a coordinated playbook rather than a single-channel fix.
