All right, we are back for another one of our short episodes for Do This Not That.

Remember, we do the longer ones on Fridays, but here we are midweek.

We're getting questions all week long, and we do this thing, ask ask us anything where we answer one work question and one ridiculous question.

And I'm here with Kristen, who's one of the amazing producers of Do This, Not That.

She is the one who gets all the questions and then decides what it is that we're going to try to tackle.

So, Kristen, what is the work question for this week?

The work question this week, Jay, is from Sonia and Charlotte.

And here's the question.

A huge portion of our database has not opened or clicked on any emails from us in over six months.

Do you have any suggestions to wake the dead?

Ooh, waking the dead in email.

Yes, I do.

And this is an important time of year to do this.

I'll tell you what you shouldn't do.

If your plan, whether you're a business or consumers, to send out an email that says,

we miss you, then you stink.

You don't really miss them.

Those emails are so weird when you get them.

Please don't send out. We miss you emails. But here is what does incredibly well for both business and consumer.

And what is called is verification emails.

When you send out verification emails for both business and consumer to people that have not been opening or clicking on your emails in over six months,

we see over a 40% increase on these verification

...