Email continues to be a marketing channel that brands rely on to connect directly with their customers. The more data that becomes available, the better the customer experience can be tailored to the individual. However, not all subscribers read and click every email they receive—society would come to a grinding halt if that occurred. A healthy email marketing program suppresses these subscribers after some time, but it does not mean they are completely lost. With the right email marketing strategy, brands are able to extract untapped value in suppressed email subscribers.