A Dive into Your Inactive Email Subscribers May 06, 2022, | Posted by Kia Zalewski

When it comes to email marketing, maintaining proper levels of your email engagement is one of the biggest components to driving your deliverability. With that in mind, it’s always important to ensure that your inactive subscribers are properly managed. 

The truth is that there is no standard industry definition of what makes an inactive subscriber, and each one will often depend on the industry and buying cycle of your particular product or service. It’s important that your team has a deep understanding of how you designate your inactive subscribers from your active ones. Different companies may describe different views of inactivity and content and sending schedules should be specifically curated for each of these groups. Once a subscriber has been inactive and re-engagement efforts have been unsuccessful, it’s often best to remove them from future mailings. 

By continuing to email subscribers who aren’t engaging, you’ll have increased spam reporting that could  compromise your ability to reach your active subscribers by hurting your sender reputation. Companies  should recognize that if a subscriber stops engaging, there comes a point when it indicates withdrawn permission. By understanding your inactive email subscribers and creating proper strategies around these users, you will be able to maximize email returns while minimizing negative impacts to your sender reputation. 

Need assistance with your inactive subscribers? Contact Site Impact to hear how we can help.