I really appreciate you asking about this before you proceed. With an older list especially when there is no engagement in a year or more there are multiple things that can happen. I think the biggest concern would be addresses that are no longer valid or have been abandoned. Those run a very high risk of being a spam traps. On average 25% of your list will turnover every year. It is very possible a large portion of your list might no longer be good.
This article on list Hygiene can be used to help identify those contacts in the app:
Now for those addresses still active you then might see high volumes of opt-outs or spam complaints because they have not heard from you in awhile and have forgotten you.
What I would recommend is to look at what data you have and segment the list accordingly. Look at the newest leads, most recent engagement, maybe even buying customers. However, I would exclude very old leads that had no engagement .
Take the segments and do a re-opt in process or double opt-in. I would not recommend any sort of a sales pitch. Make it pretty simple like:
“Hello there, it has been awhile. We are getting back into things here. Would you still like to hear from us?” or something along those lines. Essentially make it very easy to just opt-out if they do not want to hear from you.
Something else to consider here is that because these leads are cold they will be subjected to the Cold Email throttling mechanism in the software. Here is an article that explains this in more detail.
This is also great opportunity to leverage the power of Infusionsoft and use the great tools for lead generation. That way you can begin to back fill that 25% or more in this case of turnover that you will probably see. We have added a great new feature on Landing Pages:
There are also several Pre Built campaigns that are free to be downloaded and installed in your application. Specifically there are those related to Lead Generation.
I hope this has helped and answered your questions. Please let us know if we can help out any further.
Email Operations Team