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
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 |
Recommended CRM Properties
- Campaign_Status: Active / Engaged / Dormant / Reactivated
- LastEngagementDate: 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
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
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 |
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
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)
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
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 |
Results from these tests should update templates or influence follow-up content inside both engagement and reactivation flows.
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
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.
