your friendly neighborhood deliverability guide since 2001
Engagement: Best Practice for Years
I just stumbled across this link to an Email Diva column from early 2007, talking about how to improve your list hygiene through re-confirmation and dumping people that never open and click. In other words, keep your list engaged, and dump un-engaged segments, after salvaging what you can from them. I guess that means that the engagement train has apparently been heading toward us for quite a long time!