SafeReact · Data Use Guide
You have your SafeReact file. Here's how to mail it.
Five steps to put your action map into production without outrunning your sender reputation. Simple on purpose. The order matters.
First, know your file.
Every record comes back with a verdict in the sr_result column. Five populations, and each gets treated differently. Load the file into your ESP and build a segment or suppression list for each verdict before you send anything.
Reactivate Now. Safe to mail. This is where you start. In the file: reactivate
Warm First. Mailable later, after a gentler introduction. In the file: later
Suppress, Still Valuable. Keep off email. Worth reaching on paid, SMS, or direct mail. In the file: risky
Do Not Mail. Never send. This segment protects you. In the file: unsafe
Needs More Data. Not enough signal to call. Hold for now. In the file: no_activity or no_identity_match
Every record also carries a reason for its verdict, from strong_intent down to hygiene_issue, so nothing in the file is a black box. Every Do Not Mail record tells you why. Look for the flag columns: sr_is_bounce, sr_is_spamtrap, sr_is_bot, sr_is_complainer, sr_is_escalated_complainer, sr_is_seed_account, and sr_is_catch_all. Reactivate Now records carry sr_relevant_web_activity, the recent category activity that earned the verdict.
1Lock Out "Do Not Mail"
Never send to this population.
Do Not Mail anyone SafeReact tells you not to mail. Suppress these records from email before anything else happens. This is the first and most important instruction in the file.
The same lockout applies to Suppress, Still Valuable. Keep them off email entirely. They are real people with real value, so reach them on paid, SMS, or direct mail instead. Off the inbox, they cannot hurt you.
2Check Sender Health
This determines how fast you can move.
Before adding a single Reactivate Now record, pass all three gates.
Google Postmaster
Domain reputation indicates your mail is wanted.
Check in Google Postmaster Tools. Free, takes five minutes to set up.
Compliance
All compliance checks pass. SPF, DKIM, DMARC, and one-click unsubscribe.
Your ESP's deliverability or authentication dashboard shows these.
Yahoo
Complaint rate is below 0.10%.
Check in Yahoo Sender Hub. The providers cut senders off at 0.3%, so we gate well under it.
3Mail "Reactivate Now" First
Use the lane that matches your sender health.
If all 3 gates pass
Up to 5% / day
Add Reactivate Now records at up to 5% of your total daily mail volume per day.
If any gate fails
Repair first
Do not use the reactivation data until the reputation or compliance issue is repaired. We recommend running your current mailing file through SafeReact to help clean the active program.
If this file is part of that rehabilitation, or you have no other option, start at 1% of total daily volume, increase by 0.5 points every 2 days, and cap at 2.5% per day.
What the math looks like
You mail 100,000 emails a day. Healthy lane means up to 5,000 Reactivate Now records added per day. Rehab lane means 1,000 on day one, stepping up slowly to a cap of 2,500.
Percentages are always a share of your total daily mail volume, not a share of the SafeReact file.
4Slow the Cadence
Frequency matters as much as volume.
Start at half your normal send frequency. If your active population is mailed daily, mail Reactivate Now every other day. If your active population is mailed weekly, mail Reactivate Now every other week.
And lead with your strongest, most relevant offer. These people were matched to your category. This is not the place for a generic we-miss-you.
5Only Then, Move Down the File
The populations are intentionally sequenced.
Warm First. After all Reactivate Now users are successfully integrated into your normal lifecycle, test this audience next. Start at 1% of total daily volume with lower-risk content, then the offer. If performance is acceptable, scale at up to 5% of total daily volume per day.
Needs More Data. We do not recommend mailing this population in almost every context. If Reactivate Now and Warm First are performing very strongly, you may test very slowly at 0.5% of total daily volume per day. We do not have enough information to call these records good or bad. Proceed with great caution.
Seed yourself. Watch every send land.
Before your first reactivation send, add a handful of seed addresses you control to the segment. At minimum one each at Gmail, Yahoo, and Outlook.
- Open them like a subscriber would. You see exactly where each send lands, inbox, promotions, or spam, on every provider.
- You catch subject line mistakes, broken links, and rendering problems before the metrics ever show them.
- Seeds are your earliest warning. If they start landing in spam, treat it as a pause signal even while the dashboard still looks fine.
When to pause
- Complaint rate climbing toward 0.3% on any mailbox provider. Pause reactivation sends immediately.
- Bounce rate or Postmaster reputation takes a sudden dip. Pause and let a week of normal sends settle it.
- An unsubscribe is an answer. Honor it instantly, everywhere.
When things settle, resume at half the rate you paused at and earn your way back up.
The operating rule. Protect reputation first, then let performance earn the next increment.
Keep watching sender reputation, compliance checks, and complaint performance as you scale. Benchmark results against your active list, not against zero.
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