📩 Small Sends, Big Inbox

Clicks, reads, and recent joins are the three pillars of a Base Sending Segment.
Your Base Sending Segment, or BSS, is the core group that shows real interest.
Sending to this group first keeps reputation healthy and keeps deliverability steady. Everyone else can wait until they show fresh engagement again.

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What a Base Sending Segment Includes

Think of three simple buckets. Clickers are contacts who clicked a link in a recent email. Readers are contacts who viewed a recent email.
Recent joins are contacts who signed up within a short window and are still in their early engagement period. The mix gives you enough volume while filtering out dormant addresses that would send weak signals.

How to Shape Your BSS by Send Frequency

Multiple times per day:
- Clickers last 30 days.
- Readers last 14 days.
- Recent joins last 7 days.
High frequency gives many engagement chances, so you can use shorter windows.

Daily senders:
- Clickers last 60 days.
- Readers last 30 days.
- Recent joins last 10 days.
This “60 30 10” pattern is a simple, safe starting point.

Weekdays only, Mon to Fri:
- Clickers last 75 days.
- Readers last 35 days.
- Recent joins last 14 days.
Skipping weekends reduces volume, so stretch the windows slightly.

Weekly senders:
- Clickers last 90 days.
- Readers last 45 to 60 days.
- Recent joins last 21 to 30 days.
With weekly cadence, widen the windows so recent signups have more than one touch before suppression.

Building the Logic

Create three segments and union them.
Segment A is Clickers within your chosen window.
Segment B is Readers within your chosen window.
Segment C is Recent joins within your chosen window. Your BSS is A or B or C.
Exclude hard bounces, complaints, and inactive addresses outside your windows. If you track replies, add “replied in last 30 to 90 days” as an optional fourth signal. Start conservative, then expand slowly after steady inbox placement.

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How to Adjust Over Time

Tighten windows when deliverability weakens. Stretch windows a bit only after you see steady inbox placement. If volume needs a lift, first widen the Recent joins window by a few days, then widen the Readers window. Do not expand everything at once. Keep a weekly log of send size, complaints, and bounce categories. When in doubt, return to a tighter model and let fresh engagement rebuild trust.

Common Pitfalls

Do not treat the BSS as set and forget. Time windows that worked last quarter may need updates as your cadence shifts. Do not chase volume by adding old contacts too quickly. That short gain can damage reputation and reduce inbox placement later. Do not ignore authentication and unsubscribe standards. Google, Yahoo, and Microsoft spell out sender requirements, including SPF, DKIM, DMARC, and easy unsubscription. Use the four linked resources above to make sure policy and setup match what you send.

Why This Works

Mailbox providers look at engagement. They track reads, clicks, replies, deletions, and complaints. Strong, recent signals help your domain build trust. Weak signals do the opposite. A BSS makes sure you send first to people who are showing strong interest. That steady stream of positive signals helps inbox placement over time.

Quick Start Plan

Pick a model. If you send daily, use 60 30 10.
Build the three segments and combine them. Suppress anyone outside the windows. Run this model for two to four weeks and track trends. If engagement is steady, expand one window slightly. If deliverability slips, tighten and focus on Clickers and Recent joins for a short period.
The BSS is a guardrail. Keep it simple, keep it disciplined, and let positive signals compound over time.

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