What Are Inactive Subscribers?
Inactive subscribers are individuals on your email list who have not engaged with your emails over a specific period of time. Engagement can be measured through various actions such as opening emails, clicking on links, or making purchases. Identifying these subscribers is crucial for maintaining a healthy email list and improving overall
email marketing performance.
Email Engagement Metrics: Track metrics such as open rates, click-through rates, and conversion rates over a specific period.
Time-Based Segmentation: Set a timeframe (e.g., 3, 6, or 12 months) and consider subscribers inactive if they have not engaged within that period.
Activity-Based Criteria: Define inactivity based on specific actions like not opening the last 10 emails or not clicking any links in the past 6 months.
Re-engagement Campaigns: Send targeted emails to inactive subscribers offering incentives or asking for feedback to re-engage them.
List Cleaning: Regularly remove inactive subscribers from your list to maintain its quality.
Preference Center: Allow subscribers to update their preferences on the type and frequency of emails they receive.
Re-engagement rate: The percentage of inactive subscribers who become active again after receiving a re-engagement email.
Email performance metrics: Open rates, click-through rates, and conversion rates for re-engagement campaigns.
List growth rate: Monitor the overall growth or decline of your email list to ensure that removing inactive subscribers does not negatively impact your list size.
Conclusion
Identifying and managing inactive subscribers is a critical component of a successful email marketing strategy. By regularly monitoring engagement metrics and taking proactive steps to re-engage or remove inactive subscribers, you can ensure a more responsive and engaged email list. This not only improves your sender reputation and deliverability rates but also maximizes the return on your email marketing efforts.