When managing 100K+ contacts across multiple industries, email performance depends less on static segmentation and more on how quickly the database responds to engagement activity. Elasticity means adjusting the size of your active audience in real time as contacts open, click, or remain inactive. A system built for elasticity automatically adjusts who receives each campaign by tracking individual-level actions. Contacts who meet engagement criteria stay in the workflow; those who don’t are paused, delayed, or rerouted. This keeps sending efficient, protects deliverability, and ensures messages are aligned with actual interest. This logic is part of the core delivery process, not something applied afterward. What Database Elasticity Means What Database Elasticity Means In CRM systems, database elasticity refers to the ability to update contact status automatically based on behaviour such as opens, clicks, or lack of engagement. Each contact moves between predefined states as new activity is logged. This is managed through contact properties that track engagement and trigger workflow actions in real time. State Trigger Description Active Enters campaign workflow Eligible for marketing sends Engaged Open or click Flagged responsive; exits workflow Dormant No engagement after retries Suppressed or cooled Reactivated Engages after re-send Re-enters active state State Trigger Description Active Enters campaign workflow Eligible for marketing sends Engaged Open or click Flagged responsive; exits workflow Dormant No engagement after retries Suppressed or cooled Reactivated Engages after re-send Re-enters active state State Trigger Description State State State Trigger Trigger Trigger Description Description Description Active Enters campaign workflow Eligible for marketing sends Active Active Active Enters campaign workflow Enters campaign workflow Eligible for marketing sends Eligible for marketing sends Engaged Open or click Flagged responsive; exits workflow Engaged Engaged Engaged Open or click Open or click Flagged responsive; exits workflow Flagged responsive; exits workflow Dormant No engagement after retries Suppressed or cooled Dormant Dormant Dormant No engagement after retries No engagement after retries Suppressed or cooled Suppressed or cooled Reactivated Engages after re-send Re-enters active state Reactivated Reactivated Reactivated Engages after re-send Engages after re-send Re-enters active state Re-enters active state Recommended CRM Properties Recommended CRM Properties Campaign_Status: Active / Engaged / Dormant / Reactivated Last_Engagement_Date: Updates on every open or click Engagement_Score: Assign point values (e.g., Open = 5, Click = 10) Reactivation_Cycle: Tracks the number of reactivation attempts Campaign_Status: Active / Engaged / Dormant / Reactivated Last_Engagement_Date: Updates on every open or click Engagement_Score: Assign point values (e.g., Open = 5, Click = 10) Reactivation_Cycle: Tracks the number of reactivation attempts These fields form the basis for workflow triggers and decision branches. They allow for precise segmentation and real-time transitions between engagement states. Workflow Logic Overview Workflow Logic Overview A well-structured elasticity system automates contact movement through a behavioural funnel: This workflow scales horizontally across segments and markets. As contacts engage, the database contracts (removing them from sends); when reactivated, it expands again. Engagement Scoring & Contact Transitioning Engagement Scoring & Contact Transitioning Elasticity works best when integrated with a scoring model tied to intent signals: Action Points Open Email 5 Click Link 10 Visit High-Intent Page 15 Action Points Open Email 5 Click Link 10 Visit High-Intent Page 15 Action Points Action Action Action Points Points Points Open Email 5 Open Email Open Email 5 5 Click Link 10 Click Link Click Link 10 10 Visit High-Intent Page 15 Visit High-Intent Page Visit High-Intent Page 15 15 When a contact reaches a score threshold (e.g. 20 points), the system updates their status to Engaged and removes them from the current send stream. Contacts who fail to engage after a defined number of attempts are marked Dormant. Time-based dormancy is also useful (e.g. 90 days since last interaction). Managing Dormant Contacts Managing Dormant Contacts Dormant contacts are not removed. They’re paused for a cooling period and targeted later through reactivation workflows. Steps typically include: Set Campaign_Status to Dormant Wait 30 to 90 days Send Reactivation Email 1 (informational or value-based) If no engagement, send Reactivation Email 2 (direct ask or offer) If still no response, suppress or move to alternate channel (e.g. ads) Set Campaign_Status to Dormant Wait 30 to 90 days Send Reactivation Email 1 (informational or value-based) If no engagement, send Reactivation Email 2 (direct ask or offer) If still no response, suppress or move to alternate channel (e.g. ads) Tips for Reactivation: Tips for Reactivation: Personalise messaging using last known activity Alternate between plain-text and HTML formats Use branching logic to return re-engaged contacts to Active Personalise messaging using last known activity Alternate between plain-text and HTML formats Use branching logic to return re-engaged contacts to Active Testing Inside Elastic Workflows Testing Inside Elastic Workflows Testing content performance is critical within elasticity-driven campaigns. Element Variation Goal Subject Line Curiosity / Value Maximize opens CTA Button Book Demo / Talk to Sales Improve CTR Email Format HTML / Plain-Text Reactivate cold leads Element Variation Goal Subject Line Curiosity / Value Maximize opens CTA Button Book Demo / Talk to Sales Improve CTR Email Format HTML / Plain-Text Reactivate cold leads Element Variation Goal Element Element Element Variation Variation Variation Goal Goal Goal Subject Line Curiosity / Value Maximize opens Subject Line Subject Line Curiosity / Value Curiosity / Value Maximize opens Maximize opens CTA Button Book Demo / Talk to Sales Improve CTR CTA Button CTA Button Book Demo / Talk to Sales Book Demo / Talk to Sales Improve CTR Improve CTR Email Format HTML / Plain-Text Reactivate cold leads Email Format Email Format HTML / Plain-Text HTML / Plain-Text Reactivate cold leads Reactivate cold leads Results from these tests should update templates or influence follow-up content inside both engagement and reactivation flows. System-Level Considerations System-Level Considerations Elasticity requires close integration between your CRM and automation platform. Dynamic Lists: Update in real time based on Campaign_Status Re-entry Triggers: Automate reactivation workflows Score Decay: Reduce engagement scores after inactivity Cross-Channel Sync: Use site and form activity to update status Dynamic Lists: Update in real time based on Campaign_Status Dynamic Lists Re-entry Triggers: Automate reactivation workflows Re-entry Triggers Score Decay: Reduce engagement scores after inactivity Score Decay Cross-Channel Sync: Use site and form activity to update status Cross-Channel Sync Final Takeaway Final Takeaway Elasticity keeps email campaigns aligned with contact behaviour. Rather than relying on static lists, it shifts campaign logic toward responsiveness. The result is cleaner sending, better engagement, and higher conversion potential—especially when operated through structured, state-based workflows tied directly to CRM properties and live scoring models.
