Did a wizard do it? No, it was engagement.
Mickey Chandler: "If you already have a good program, then mailing inactives isn’t likely to hurt you much. On the other hand, 6 or 8 times per month I’ll see a client who is having their mail delivered to the bulk folder trim their sends back to their most highly engaged recipients and things start appearing in the inbox again. The reason why isn’t magical, it’s engagement."