Laura outlines her approach to re-engagement campaigns, specifically in the context of email deliverability challenges. Her focus is primarily on users who have ended up on blocklists due to spam traps or other deliverability issues with major providers like Google and Yahoo. She emphasizes that re-engagement should not be a routine practice for all clients; it’s a targeted strategy used primarily to resolve specific problems rather than a standard part of email marketing. The article categorizes problematic email addresses into three groups: abandoned addresses, those going to spam folders, and actual spam traps. Abandoned addresses may still accept emails but have been forgotten by their owners. Emails landing in spam folders negatively impact reputation, while spam traps pose a significant risk. Laura stresses the importance of understanding different engagement metrics — those measured by the sender, the mailbox provider, and unmeasurable engagement that occurs outside of direct email interactions. When crafting re-engagement campaigns, Laura advises sorting subscribers into categories based on their likelihood of being real users. She suggests sending targeted messages to gauge if they still wish to receive emails. The campaign's focus can vary depending on the goal: clearing spam traps, reviving an inactive list, or simply removing users who aren’t immediately converting. Laura notes that many users have image loading turned off, suggesting that engagement rates could be higher if this were not the case. She concludes with a reflection on the complexity of engagement, noting that many interactions can’t be tracked directly, yet still contribute to a brand’s overall effectiveness.